It’s a new dawn for the LPGA, but if anything, the scars from recent years still sting. As Craig Kessler steps in as commissioner, women’s golf finds itself at a crossroads that’s been shaped as much by yesterday’s missed opportunities as tomorrow’s potential. The question everyone’s asking? Can the LPGA finally rebuild those sponsor relationships that went cold under Mollie Marcoux Samaan‘s leadership?

During Marcoux Samaan’s tenure, a troubling pattern emerged that insiders could no longer ignore. “Some of the feedback I heard in her last couple years from sponsors, from tournament organizers, was that the interpersonal relationship wasn’t there. The connectivity wasn’t there, which, if you’re in golf, that’s what it’s all about,” Ben Griffin revealed on Dan on the Golf Podcast.

In professional golf, sponsorship deals rely heavily on personal connections and trust-building between commissioners and corporate partners. When those relationships deteriorate, financial consequences follow quickly. The LPGA reportedly posted a $2 million operating loss in 2024 despite record-breaking performances from stars like Nelly Korda. Tournament cancellations became routine—the $2 million Fir Hills Seri Pak Championship vanished after its underwriter failed to meet payment obligations.

Another exhibit? Last year, Cognizant pulled out as the title sponsor for the LPGA Founders Cup. It was back in 2021 when Cognizant announced its arrival in the golf space by partnering with both the LPGA and PGA Tour at the same time. Right after the U.S.-based information technology services company took over, it doubled the Founders Cup purse to $3 million. At the time, the event had the largest prize purse outside of the majors and the season-ending CME Group Tour Championship.

Coming back, Griffin’s assessment was clear about what Kessler brings to address these sponsor relationship challenges: “Craig Kessler who was just announced, uh, you know, this past week, um, is a super, um, endearing, a super personal guy who has a lot of deep relationships and who can do a lot of deals and I think that’s why he’s going to be so important to the LPGA.”

Those relationship-building skills represent exactly what the LPGA needs after years of issues with sponsor connectivity under the previous administration. The urgency becomes clear when considering the tour’s current state. Even the host of the Golf Channel highlighted the critical situation, noting the LPGA is “very close to running on fumes in golf terms.”

Golf analyst Beth Ann Nichols weighed in on the crisis, saying that Kessler should ask Jay Monahan for help. Nichols suggested the PGA Tour “could do more in that way and should do more in that way” through increased co-sanctioned events and improved player services. She noted that “it wouldn’t hurt” if Kessler could “coax or nudge or bully the other organizations in golf, chiefly the PGA Tour, into sharing some kind of resources.”

Kessler has joined the 75-year-old league to better capitalize on the growth in women’s sports. Further, he emphasized that his priority lies in driving people’s attention to the LPGA. Additionally, he said that he is looking to lean on four themes – building trust, being visible, building fans, and building a financial future for the Tour.

This represents a public acknowledgment that the LPGA cannot survive alone and must leverage every possible relationship and partnership. Kessler’s ability to execute this collaborative approach, combined with Griffin’s assessment of his deal-making capabilities, could determine the tour’s future. And if Craig Kessler’s background is anything to go by, then there might be hope.

Craig Kessler’s background shaped him for LPGA leadership

Kessler’s journey to the LPGA commissioner role began in Southern California, where he developed an early connection to golf. His father worked at Topgolf, and young Kessler spent summers playing at local courses, including the Lakes at San Marcos, where he honed his skills as a junior golfer. Academically, Kessler excelled at Georgetown University, earning an undergraduate degree before pursuing an MBA from Harvard Business School, providing the analytical and leadership foundation that would define his professional career.

His professional trajectory began at McKinsey & Company as a Business Analyst from 2007 to 2010, where he developed his ability to solve complex organizational challenges. He then transitioned to private equity, holding operating partner positions at Kohlberg Kravis Roberts & Co. (KKR) and Providence Equity Partners. In 2016, Kessler joined Topgolf as Chief Operating Officer, overseeing the company’s expansion from niche entertainment concept to global phenomenon during his five-year tenure, demonstrating his ability to blend technology, sports, and social experiences.

Kessler’s next challenge came as CEO of Buff City Soap from 2021 to 2023, where he led rapid growth, expanding from 100 to 260 stores across 32 states through experiential retail and customer engagement strategies. Most recently, he joined the PGA of America as Chief Operating Officer in March 2023, overseeing operations for the 30,000-member organization during the opening of PGA Frisco, where he focused on integrating technology and broadening golf’s appeal amid shifting participation trends.

This diverse background—spanning consulting, private equity, sports entertainment, retail, and golf administration—positions Kessler uniquely to address the LPGA’s multifaceted challenges. His educational foundation, combined with hands-on experience scaling businesses and building industry relationships, provides the tools necessary to execute the collaborative approach that analysts believe could save the tour from operating “on fumes.”