What’s really happening with LPGA purses? Are players finally earning what they deserve? Retired champion Michelle Wie West just spilled the tea on the women’s golf financial revolution.

The five-time LPGA Tour winner opened up about the tour’s evolving money landscape during the latest Portfolio Players podcast. She didn’t hold back, “Players are making multimillion dollars on the course every year,” Wie West revealed. “So I think it’s leveling out in terms of endorsement deals.”

This is a massive shift from her playing days. Back when Wie West dominated, endorsements paid far more than tournament checks. She earned $6.82 million in career prize money but pulled in tens of millions more from Nike and Sony deals. Now? The script has flipped.

The numbers tell the story. LPGA purses exploded by 217% from 2020 to 2025. Total prize money jumped from $41.3 million to $131 million. That’s not just growth, that’s a revolution. Average tournament purses hit $3.97 million in 2025, more than double the $1.88 million players competed for during Wie West’s peak years.

Jeeno Thitikul proved the new reality. She banked $6.06 million in 2024 alone. This figure nearly matches Wie West’s entire career earnings in just one season. What’s even more interesting is that thirty-four players earned over $1 million last year. Back in 2020, only 15 hit that mark. Meanwhile, endorsement deals aren’t what they used to be.

“You’re not seeing athletes sign endorsement deals like in the past,” Wie West explained. The balance finally shifted. Players now make serious money from actual competition, not just brand partnerships.

Still, the tour faces a unique challenge. Unlike traditional sports leagues, LPGA players work as independent contractors. No union. No collective bargaining. Just 150 independent business owners trying to work together.

“Getting 150 independent contractors together to work together without a union is a very interesting place,” Wie West admitted. Yet somehow, it’s working. “Everyone has a common goal of wanting to increase purses. What can we do to better our broadcast? What can we do to better our product?”

The timing of these comments couldn’t be better. Sponsors recognized the value of women’s golf today and have started competing to offer bigger payouts. Major championships now offer $12 million purses. Even non-majors routinely top $3 million.

Michelle Wie West’s new mission

These days, Wie West channels her energy into growing the game. She serves as tournament host and brand ambassador for the Mizuho Americas Open. The deal extends through 2030, with purses climbing to $3.25 million by 2026. She’s also optimistic about incoming commissioner Craig Kessler.

“I think he is extremely bright,” she said. “I think he has the right past experiences, past job experiences to be the right person for the job.”

Kessler officially takes over in July 2025. His challenge would be building on momentum while addressing persistent issues like slow play and broadcast quality. Wie West believes he’s up for the task.

For now, she’s focused on her responsibility. “I feel like there was so much work done to get the tour to the place where it was where I could make a living off of it,” she reflected. “So I feel a lot of responsibility to try to better the tour as well and just keep it moving for the future generations.”

The message is clear. The LPGA’s financial transformation isn’t just about bigger checks. It’s about sustainability for the next generation.