Why US Open comes at crucial moment for women’s golf

For the first two rounds of this week’s US Open, the biggest women’s golf championship, Charley Hull of Great Britain squares off against world number one Nelly Korda.

The occasion comes at a crucial moment, with a record-breaking $12 million prize. A new LPGA Tour boss has just been appointed, making it a top priority to put an end to a long-awaited stagnation.

So Craig Kessler, a promising US executive, is leaving the PGA of America to take over as commissioner. He needs to address a lot of issues.

When Kessler’s appointment was made public last week, he said, “We have to come out of the blocks strong.” The 39-year-old begins in mid-July, but he is already speaking with senior players and officials.

Former US Solheim Cup captain Stacy Lewis refers to him as “a young Mike Whan.”

Whan, a largely legendary commissioner until 2021, when prize money on the LPGA almost doubled, held the position for more than ten years.

He left to take over the USGA, which hosts the major championship this week. It should come as no surprise that Korda will play at Erin Hills today at 14:25 (20:25 BST) with Lexi Thompson and Hull.

It was created with global reach and TV ratings in mind. It’s a business decision.

Because both golfers are among the most recognizable players in the world, and Thompson is semi-retired, matters less that Hull is 17th overall and has not had a top-10 finish since early March.

The ebullient Whan is aware of these dynamics better than most golf managers. He is well-versed in establishing relationships with players, sponsors, and fans.

Samaan’s regime struggled to maintain momentum when he left the LPGA. The players’ early failure caused a major setback by not attending the important sponsor dinner.

While Terry Duffy, the boss of the backer in question, CME, was furious, the then commissioner “took full responsibility.” To ensure that everyone has a clear understanding of how to grow the game together, the leadership needs to work with their players. he stated.

It was just one more setback. The Ladies European Tour’s proposed merger appeared to be over, but it was never implemented.

Instead, the LET maintained its strong ties to Saudi Arabia and the Aramco Series, which forms the foundation of its schedule.

The park-and-ride system at last year’s Solheim Cup was hampered, leaving empty seats in first tee grandstands for the start of the most significant women’s golf competition. On behalf of the tour, Samaan was required to apologise in public.

Players were just informed that South Korean rights partners of the LPGA’s 2024 or 2025 bills have not been paid. Matt Chmura, the company’s chief marketing and communications officer, left earlier this month after only a year in charge.

Samaan resigned at the end of last year amid all this upheaval. LPGA board member and former Englishman Mel Reid told the Golf Channel: “She was under a lot of pressure from many players.”

When asked what should be Kessler’s top priorities when he assumes his position, a former major winner responded, “He will need to rebuild some bridges and demonstrate that the LPGA is a place where corporations can do business.”

Another insider claimed that the new commissioner needs to “get the tour back to where it was when Mike Whan left it” and make contact with players and sponsors.

Prior to the Williams sisters and Maria Sharapova, tennis greats Annika Sorenstam and Michelle Wie would be at the top of the women’s sporting tree.

While renowned tennis players still receive a lot of media attention, it is believed that women who play basketball and football have surpassed Caitlin Clark, an Indiana guard, as well.

When Lydia Ko won Olympic gold and the AIG Women’s Open, Korda has been a dominant and potentially transcendent force. Players who embody both elegance and elegance had their glory days.

Did the game fully exploit the opportunity? Did anyone notice? Make LPGA golf a popular destination for the media and fans, according to the retired major winner, who maintains a close relationship with the tour.

Kessler appears to agree. The second major pillar is “being visible,” he said, “and making sure that the incredible stars the LPGA has, who stay on the course week in and week out, are actually visible, and that goes beyond just the broadcasts.”

The Whan playbook contains the message of the new commissioner straight out of it. During the LPGA’s 75th anniversary, Kessler addresses the need to grow the fanbase while establishing a secure future for the company.

The world’s best will face what should be a formidable test at the Wisconsin course that hosted the men’s US Open in 2017 while there will be plenty of discussion in the background.

You can only exhale when you see it stop, according to Korda, even if you believe you’ve hit it well. It’s a great big hitter’s golf course, according to the author, but the course is “just demanding” in every way.

Hull leads the British Open, but it has missed four major cuts since placing second in 2023. At the same time, she placed second overall at Walton Heath’s Women’s Open.

Yuka Saso, a Japanese Olympian, is the defending champion in a competition that has a strong international appeal and pays $2.4 million to the winner.