It’s onward and upward for LPGA pros. In a tectonic shift for female golf, the USGA inked a deal with Ally Financial that will increase this year’s U.S. Women’s Open purse size to $12 million, a $1 million bump from last year. When Michelle Wie West won at Pinehurst Resorts ten years ago, the purse size was $4 million. Last year, Allisen Corpuz earned $2 million alone. Expectedly, the winner’s pocket will be a little heavier this year.

The USGA’s partnership with Ally Financial extends beyond sponsoring the U.S. Women’s Open. The Delaware-based company will partner with the USGA for a developmental program as well. What does this spell for the future of the LPGA Pros?

The USGA’s partnership with Ally Financial is a historic move

As part of the deal, the financial company will also be a partner in the US. National Development Program. Parallel to the increase in purse size, the US. Women’s Open will continue to visit some of the best-known courses in the world. USGA CEO Mike Whan announced, “Listen to where the [U.S. Women’s Open] will be in the next ten years. Lancaster, Erin Hills, Riviera, Inverness, Oakmont, Pinehurst, Interlachen, Oakland Hills, Los Angeles Country Club, Chicago Golf Club, and Merion.”

Some courses like Oakmont, Pinehurst, and Interlachen have been visited before for the aforementioned tournament. Some, like Riviera, Los Angeles Country Club, and Chicago Golf Club, will be visited for the first time in its seven decades of history. But Whan was right on the money when he said, “Find me a golf course that’s not in the top 100 in the U.S. or world.” True, the courses are a few of the most revered venues.

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For the PGAT pros, Pinehurst will also host this year’s U.S. Open, whereas Oakmont will play host next year. Los Angeles Country was the venue of Wyndham Clark’s maiden major victory last season. But the money move is part of a broader trend that requires no push from LIV Golf.

USGA’s move is part of a bigger picture

In 2021, the U.S. Women’s Open had a total purse of $5.5 million. Just a year later, a partnership with ProMedica increased the purse size to $10 million. Although the USGA parted ways with the medical company just one year after inking the deal, the winner’s paycheck kept increasing. Minjee Lee took home $1.8 million as the champion in 2022. A year later, Allisen Corpuz raked in $2 million from the total purse of $11 million.

The increase in the U.S. Women’s Open purse size will have a knock-on effect on the LGPA Tour’s purse size. It’s, in a way, a mutually beneficial competition. The US. Women’s Open purse increase has either preceded or followed the LPGA Tour’s changes.

At the end of last year, LPGA Tour extended the deal with CME. The Group earlier announced the Group Tour Championship pot will increase a further $4 million to $11 million, matching last year’s U.S. Women’s Open’s purse size. When CME first partnered with LPGA, the total money on offer was $1.5 million.

$11 million remains the highest purse size in any non-major event on the LPGA Tour. The hefty purse is notably also more than what is offered in a few PGA Tour events. It remains to be seen if the U.S. Women’s $12 million move inspires them to pump in more money for the event. Nevertheless, LPGA Tour Pros found this a cause celebre.

LPGA Pros remain hopeful of an even further increase

Michelle Wie West, whose career earnings stand at $6,825,282, shared the news on her Instagram story. West captioned, “Welp, looks like I chose to retire at the wrong time! This is so awesome@USGA. Let’s keep this trend going.” 

Lilia Vu, who has partnered with the financial brand herself, told Sports Illustrated, “It’s nice to see businesses like Ally take golf as seriously as we do because we view our careers as basically businesses.” Further adding, the two-time major winner said, “I think this investment will send the message down to the other (Women’s) majors.” Speaking with Reuters, Vu was referring to the four Men’s majors, which pay the same amount.

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Still, quite a few miles to go for the women’s circuit, but USGA’s consistent increase is indeed a good sign. Ally Financial, notably, is sponsoring an ACC Women’s Basketball Game. Furthermore, it has also campaigned at the FIFA Women’s World Cup, other than sponsoring the Women’s Soccer League. A company with rich experience in women’s sports makes it even more significant.

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