The KPMG Women’s PGA Championship is becoming the richest tournament in women’s golf, as this week’s purse at Hazeltine National Golf Club just outside Minneapolis is being elevated by $1 million to a record $13 million.
This marks the first time in modern history that the Women’s PGA Championship will pay out more prize money than the U.S. Women’s Open.
Last year, the Women’s PGA Championship matched the U.S. Women’s Open for the first time with $12 million in prize money. Earlier this month, the U.S. Women’s Open upped its purse to $12.5 million.
“We’re super proud to be part of that historic moment,” KPMG U.S. Chair and CEO Tim Walsh tells Front Office Sports.
The Women’s PGA Championship is operated by the PGA of America and LPGA Tour, but KPMG’s deal for tournament naming rights includes backing the purse—and Walsh says he wasted no time when deciding to take the top spot from the U.S. Women’s Open.
“I think I replied within 5 minutes,” Walsh says. “Why? Because I wanted that to be No. 1. I didn’t want it to be matched again because this event is so important to our brand. It elevates our brand. The investment is well, well worth it, from my perspective. And it’s something that we are incredibly proud of.”
The Nelly Effect
This week’s champion will earn $1.95 million, up from the $1.8 million Minjee Lee won last year at Fields Ranch East at PGA Frisco in Texas.
While the overall purse at the Women’s PGA Championship is higher, the winner’s check is still lower than the $2.5 million by U.S. Women’s Open champion Nelly Korda, who is giving women’s golf as she looks to win her third consecutive major championship.
“Nelly is a superstar, and we are doing everything we can to make sure the world knows it,” LPGA commissioner Craig Kessler tells FOS.
NBC averaged 1.3 million viewers for the final round of the U.S. Women’s Open as Korda claimed a one-stroke victory.
Last week, the LPGA took Korda on a tour of New York City, including an appearance on the Today morning show, a stop at the New York Stock Exchange, and a new Nike billboard celebrating her latest victory.
Money Game
All five women’s major championships increased their purses, or already announced increases, this year. The Evian Championship will be played July 9-12 and the Women’s Open on July 30–Aug. 2.
- KPMG Women’s PGA Championship: $13 million ($1 million increase)
- U.S. Women’s Open: $12.5 million ($500,000 increase)
- AIG Women’s Open: $10 million ($250,000 increase)
- Amundi Evian Championship: $9.1 million ($1.1 million increase)
- Chevron Championship: $9 million ($1 million increase)
The most recent four men’s majors have paid between $17 million and $22.5 million, and it could be a while before golf sees equal prize money like tennis has for its four men’s and women’s grand slams.
“The measuring stick should not just be against the purse,” PGA of America CEO Terry Clark tells FOS, stressing the importance of also elevating the venues the women’s majors play at, tournament broadcasts, and the player experience.
The LPGA is “very clear-eyed about the reasons why sponsors show up and help fund the LPGA,” Kessler says. “They do it because they’re inspired and they do it because it leads to business outcomes. And if we hope to see purses continue to grow—and believe me, we hope to see purses continue to grow—we’ve got to go earn it.”
Watch Party
Teeing off Thursday, the Women’s PGA Championship will have the most comprehensive broadcast coverage of any event on the LPGA Tour this year, with nearly 100 hours of live, streaming and ancillary coverage across NBC, Golf Channel, and Peacock.
The number of featured groups streaming for free on YouTube, Peacock, and the event and Golf Channel’s websites will double from last year to four groups per day. Some caddies will be mic’d up for the first time.
Meanwhile, competitors for the first time will have access to AI-powered player reels, available privately to each of the 156 players in the field at the end of their round, which include analysis, hole-by-hole breakdowns, and shot-level data.
ShotLink technology will also return for a third year after debuting at the 2024 Women’s PGA Championship.
