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LPGA leadership is already shifting its focus to its next media rights deals, with the prospect of the PGA Tour potentially going to market early—both tours’ deals run through 2030—looming over the women’s circuit.
“There are so many variables, and we’ve got a highly capable team working with external advisors to be ready,” LPGA commissioner Craig Kessler said during the Front Office Sports Tuned In summit Tuesday.
The LPGA’s broadcast deals with Golf Channel, NBC, and CBS are tied into the PGA Tour’s $700 million annual media contracts, but the LPGA receives just a small percentage of the rights fee revenue. With the NFL expected to start opting out of its deals following the 2029 season, there is growing sentiment that new, more expensive contracts for the league may prevent other sports properties from cashing in themselves.
“All eyes are on the NFL negotiations and PGA Tour negotiations,” Kessler said. “And depending on how those media rights contracts play out, we’ll be ready no matter what the outcome is.”
Kessler added that while “there’s only so much money to go around,” he remains bullish on the LPGA’s potential. LPGA broadcasts across all networks and time slots were averaging 200,000 viewers through the end of September, up from an average of 150,000 in 2025. The most-watched broadcast of the year was an audience of 1.3 million on NBC when Nelly Korda won the U.S. Women’s Open.
“If you look at where we’re valued today, and you compare that to the viewership we drive throughout the golf ecosystem, I would argue we are one of the most undervalued, discounted growth stocks in the sports market today,” Kessler said. “Which is scary at times, but frankly represents tremendous upside for us.”
WTGL’s Potential
LPGA members will get some added exposure on TV this fall when the WTGL women’s indoor team golf league launches, although No. 1-ranked Korda won’t be participating. Korda has been critical of men and women competing separately in TGL and WTGL, respectively, instead of together in the same league.
Kessler appreciates the desire from Korda and many fans for a mixed competition. “I love that question,” he said. “It tells me that there’s actually an appetite for it.” The LPGA and WTGL are “working on” a potential men’s/women’s collaboration in the future, Kessler said. “We have to actually bring it to life.”
LPGA’s Saudi Ties
The Saudi PIF’s decision to stop funding LIV Golf has coincided with the sovereign wealth fund also ending its backing of the $15 million PIF Global Series on the Ladies European Tour. One of those Global Series events this year was a co-sanctioned LPGA-LET tournament in Las Vegas, which won’t return in 2027. However, the LPGA and LET will co-sanction an event in London next year with a $4 million purse backed by Golf Saudi.
“What we told, not just Golf Saudi, but the world, was that we were going to start with one event, and if it went well, it could open up other opportunities,” Kessler said. “And frankly, it’s done that.” Golf Saudi will also back the LET’s Order of Merit season-long points race that will award bonus money. “That’s actually really good news for the Ladies European Tour,” Kessler said. “Because now they have cashflow coming in that they can reinvest back in the business and help fuel their growth.”
Regarding LIV, Kessler called the league’s uncertain future a “really interesting” question. “I wouldn’t count them out just yet,” he said.
