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Why the LPGA’s purse sizes have skyrocketed across the majors

Amateur Caley McGinty of England plays her second shot on the 18th hole during the first round of the AIG Women’s Open. (Octavio Passos/Getty Images)

“Ring the Bell!”

The phrase can be heard often at the LPGA Tour’s headquarters in Daytona Beach, Fla. these days. When the words pierce the air, a staffer will ring Hall of Famer Pat Bradley’s mom’s bell, just as she did whenever the six-time major champion did something well. The tour recently received the bell from the World Golf Hall of Fame, and now it resides in the lobby of the LPGA’s offices.

With purse sizes increasing significantly this season across the LPGA’s marquee events, the tour has had plenty of wins to celebrate.

“I’ve had some situations where I’ve gone into a meeting thinking we were just talking about the event,” says LPGA Tour commissioner Mollie Marcoux Samaan, “and the CEO or the lead executive from the sponsor just says, ‘Listen, I’ve got great news. We’d like to increase the purse by 25 percent or to increase the purse by X amount.’”

Between all of the LPGA’s five majors and the tour championship, the total money available to players in 2022 is $2.78 million more on average than last season, marking a 59.4 percent year-over-year increase. The AIG Women’s Open, which began Thursday at Muirfield in Scotland, was the latest major to implement a purse increase. After guaranteeing “at least $6.8 million” last August, the Open bumped it even further this week to $7.3 million.


“To see and have these partners like KPMG this week,” Lydia Ko said at the KPMG Women’s PGA Championship, “or ProMedica at the U.S. Women’s Open, or AIG did a big jump as well and the many other partners — not just our majors — for them to believe and see what we see and believe in women’s golf and go for that woman’s empowerment is very special.”

The length of the LPGA’s discussions with existing sponsors on increasing purse sizes has ranged from a few years to mere minutes. The reasons the companies have provided for boosting the prize money, however, are generally consistent.

“It is an opportunity for them to express their own company values and an opportunity for them to support something that they believe in,” Marcoux Samaan tells Just Women’s Sports. “It’s really exciting because it’s often not a great negotiation. It’s like, ‘Hey, we’re all in this together to support the players and to support the organization.’”

These companies are especially interested in getting in on the ground floor as women’s sports grow across the board, Marcoux Samaan explained. Interested sponsors are seeing the data that shows that women’s sports fans are more passionate than men’s sports fans.

Their investments also go beyond the dollar amounts. Some have focused on getting their sponsored event on national television. Dow Chemical Company, the title sponsor of the Dow Great Lakes Bay Invitational, pays for the final round to air on CBS. Other ancillary offerings include travel stipends, courtesy cars and “the best food that you could ever imagine,” according to Marcoux Samaan:

“Every conversation is, ‘How do we continue to support the women on the tour and reach this partner and the sponsor’s goals?'”

Mollie Marcoux Samaan presents Lydia Ko with the Vare Trophy after the CME Group Tour Championship last November. (Michael Reaves/Getty Images)

The staggering monetary growth hasn’t reached the LPGA’s non-major events to the same extent. The purses of the regular-field tournaments have increased by 4.5 percent, from $1,827,778 in 2021 to $1,910,000 this season. The AmazingCre Portland Classic, the LPGA’s longest-running non-major tournament entering its 51st year, announced in May a $100,000 purse increase from $1.4 million to $1.5 million, on the same day AmazingCre was revealed as the tournament’s title sponsor.

While the muted growth of the tour’s regular season tournaments might not impact the stars at the top of the world rankings, those golfers in the middle-to-lower tiers face more of an uphill battle. If they don’t qualify for the majors, they can’t reap the benefits of the massive purses.

Marcoux Samaan said the LPGA typically targets a $2 million purse as a baseline for new events. That means a golfer would have to play in five regular-field tournaments to match the total purse at the U.S. Women’s Open this year.

“We value all of our partners, and we want them to move at the pace that they’re comfortable moving. We obviously would want all of them to be able to grow as the value grows, as they see the continued value of their partnership with us,” Marcoux Samaan says. “I think we’re having those conversations with all of our partners, but we’re also very much grateful for those that have supported us for a long time.”

While the LPGA continues to chip away at the purse sizes in all of its tournaments, the tour’s total prize money grew 36.9 percent from last year to 2022. Marcoux Samaan expects many more bell-ringing moments as the LPGA continues to build on the momentum.

“I think it’s really exciting that people are starting to really see the world-class talent of our athletes, and they’re investing in that, because it is a chicken and egg,” she says. “The more they invest and the more viewership, the more value people will place on the tour and on our athletes, which is really what our goal is.”

Kent Paisley is a contributing writer at Just Women’s Sports covering golf and the LPGA. He also contributes to Golf Digest. Follow him on Twitter @KentPaisley.

2023 MVP Breanna Stewart Drops 31 Points in Liberty’s Huge Win Over Fever

breanna stewart and jonquel jones of the new york liberty celebrate win over indiana fever
Stewie and the Liberty dominated the court throughout Thursday's Fever home opener. (Nathaniel S. Butler/NBAE via Getty Images)

The New York Liberty dominated Indiana on Thursday night, winning by a whopping 36 points in the Fever's home opener. 

A sold-out crowd of 17,274 was in attendance to watch as star rookie Caitlin Clark finished the 102-66 defeat with nine points, seven rebounds, and six assists. It’s the first time since January 2021 — her freshman season at Iowa — that Clark's been held to single-digit scoring. 

"The physicality is definitely up there... I'm easily pushed off screens," she told reporters after the loss. "The game seems a little fast for me right now. The more I play and the more comfortable I get, it's going to slow down a little bit. It will be easier for me to make reads, see things develop."

The Fever were outscored by a combined margin of 57 points in their first two games — the largest two-game point deficit in WNBA season-opening history, according to @ESPNStatsInfo.

"We've got to get to a level of toughness," Fever coach Christie Sides in her own postgame remarks. "When things are going south on us, we're not stopping the bleeding."

"I have great perspective on everything that happens," Clark added. "It was the same in my college career. There were some moments that were absolutely amazing. And there were some moments I was not happy with how I played and how my team performed. That's just life, that's just basketball."

Liberty guard Sabrina Ionescu, who herself experienced a rocky rookie season following a much-hyped college career, offered up some insight on the matter.

"In this league, there are tough defenses all centered around not letting you get the ball, trapping, not letting you score," Ionescu said. "There were many factors that played into what was a tough first season for me in the league, but it helps you be able to figure it out. You have to have those experiences."

But it was reigning league MVP Breanna Stewart that truly stole the show, racking up 31 points, 10 rebounds, four assists, three steals, and two blocks on the night.

"In general, I just wanted to come out more aggressive coming off of last game," Stewart said after putting up the 24th 30-point game in her career.

Stewart she also commended the fans inside Indianapolis's packed Gainbridge Fieldhouse, noting that she hopes that level of support to continue across the WNBA.

"This is how you want every game to be and when it's a sell-out crowd, it gives you a similar playoff atmosphere feel," she said. "People want to be a part of this and the thing now is to continue to sustain it, continue to take the momentum that we have and turn it into something more."

WNBA Commissioner Admits to ‘Faulty’ Charter Rollout

WNBA commissioner Cathy Engelbert at 2024 wnba draft
Cathy Engelbert at the 2024 WNBA Draft in New York. (Cora Veltman/Sportico via Getty Images)

WNBA commissioner Cathy Engelbert admitted to a "faulty rollout" of the new charter travel initiative on Thursday, the Chicago Sun-Times reported.

Ahead of Tuesday's season opener, it was announced that the only teams flying private this week would be Indiana and Minnesota. The announcement came mere days after the league made a new charter flight program for all WNBA teams public. At the time, they said it would be implemented "as soon as we have the planes."

But as two teams out of 12 chartered to their first games of the season, others like the Atlanta Dream and Chicago Sky were forced to fly commercial.

A town hall meeting between Engelbert and the players was held in response to the confusion. Everything from the league's new media rights deal to private travel was covered in the meeting, with players submitting their questions ahead of time. Sky center Elizabeth Williams told Sun-Times reporter Annie Costabile afterwards that cross-country flights were prioritized.

"Flights that are across the country like [the Lynx] going to Seattle, crossing multiple time zones, or flights that usually require a connection, those were the priorities," Williams said. "That’s why New York didn’t go to DC with a charter, but Minny goes to Seattle."

What’s unclear under that metric is that the Atlanta Dream played the Los Angeles Sparks on Wednesday, which could technically be classified as a cross-country flight. 

On Tuesday, rookie forward Angel Reese shared a photo on her Instagram story lamenting the league's use of commercial flights.

"Just praying that this is one of the last commercial flights the Sky has to fly," Reese posted. The team still has at least three commercial flights awaiting them in the near future.

"Obviously, I think all teams should be able to get chartered," Reese told the Sun-Times. "But I know moving forward... going in the right direction, being able to have some teams [chartering] is cool. Within the next weeks, everybody will be flying charter, which will be really good."

On Thursday, Lindsay Schnell of USAToday Sports confirmed that the league intends to have all teams on charter flights by May 21st.

Brazil Wins Bid for 2027 Women’s World Cup Host

fifa womens world cup trophy on display
The FIFA Women's World Cup trophy on display in Bangkok after Brazil was announced as the 2027 host country. (Thananuwat Srirasant - FIFA/FIFA via Getty Images)

Brazil has been named the host for the 2027 Women’s World Cup, with FIFA announced early Friday. 

The decision came after a vote at the 74th FIFA Congress in Bangkok, with Brazil earning 119 votes to the joint European bid’s 78. 

This will be Brazil’s first time hosting the Women’s World Cup, with the country having hosted the men’s World Cup twice before in 1950 and 2014. It will also be the first Women’s World Cup held in South America. The tournament will follow the same 32-team format as the 2023 WWC in Australia and New Zealand.

Brazil winning the bid was not entirely surprising after FIFA issued a report just last week, stating that the Brazilian bid had pulled ahead as host following technical inspection. After evaluation, Brazil was given a score of 4.0 out of 5, compared to the 3.7 awarded to the Germany, Belgium, and the Netherlands.

Brazil ranked higher in a number of key areas, including stadiums, accommodations, fan zones, and transport infrastructure. Though considered to be a frontrunner, the US and Mexico withdrew their joint bid prior to the technical inspection period, saying they would instead focus their efforts on 2031.

On Friday, Brazilian Football Confederation (CBF) president Ednaldo Rodrigues called it a "victory." 

"We knew we would be celebrating a victory for South American women's soccer and for women," he told reporters. "You can be sure, with no vanity, we will accomplish the best World Cup for women."

"We are working on a transformation, not only for the country but for the continent," added bid team operational manager Valesca Araujo.

Brazil intends to use 10 of the venues utilized at the 2014 men’s World Cup, including holding the final in Rio de Janeiro on July 25th. The CBF's proposal outlines that the 2027 tournament run from June 24th through the end of July. Last summer’s World Cup began at the end of July and concluded on August 19th.

Another notable element of Brazil's newly unveiled plan to grow of the women’s game is that "all [men’s] clubs wishing to take part in high-level national and continental competitions must now provide a structure for a women’s team." While the definition of "structure" was not specifically identified, the country has set targets with CONMEBOL to help increase the number of women’s club teams in the country.

In last week's inspection findings, FIFA noted that selecting Brazil as the next WWC host could "have a tremendous impact on women's football in the region."

Chelsea Eyes Weekend Finale With WSL Title in Sight

chelsea players celebrate win against tottenham in the wsl
Chelsea beat Tottenham on Wednesday, moving to the top of the table in an effort to win departing coach Emma Hayes some silverware. (John Walton/PA Images via Getty Images)

Chelsea did what they needed to do on Wednesday in order to make Saturday's slate of season-ending WSL fixtures interesting: Beat Tottenham.

The Blues are now number one in the league, with an edge over Manchester City on goal differential thanks to an eight-goal outing against Bristol City last week. 

Yesterday's result tees up a league finale for the books as Chelsea looks to send coach Emma Hayes off with another trophy to add to her cabinet. The Blues will play FA Cup winner Manchester City at Old Trafford on Saturday, while City is away at Aston Villa.

"We will be leaving nothing on the pitch, we will be giving everything and no matter what the result is," Chelsea midfielder Erin Cuthbert said after Wednesday's win. "At least we can look each other in the eye and say we gave everything."

It makes for a thrilling end to Chelsea's Emma Hayes era, as the decorated WSL coach will take over the USWNT in June. And it comes after Hayes all but conceded the title race early this month after Chelsea fell to Liverpool 4-3.

"I think the title is done," Hayes said at the time. "Of course, mathematically, it's not, but I think the title is done. Our job between now and the end of the season is to keep pushing until the end, but I think it will be very difficult.

"We will never give up. But the title is far from us; it's not in our hands. I think City are deserving, their consistency has put them in that position. Of course, we will go to the end, but I don't think the title will be going to us this year."

Be it mind games or Hayes truly thinking her team was that far off, her words lit something in Chelsea. Their following two performances showed the team’s determination to have a shot at some silverware.

As for Saturday's schedule, Hayes believes her team is facing the "tougher of the two games."

"It's a fitting finale for me, being my final game," she told BBC Sport. "As I said to the players if someone gives you a second chance in life, make sure you don't need a third one. We're in the position we want to be in, and we'll give it everything on Saturday no matter what."

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