Context:

The US Open comes at a pivotal moment for women's golf, as the LPGA Tour faces a perceived stagnation despite increased prize funds. Craig Kessler, the newly appointed commissioner, is tasked with revitalizing the tour by rebuilding trust and visibility among players, sponsors, and fans. Kessler's challenge includes reconnecting with stakeholders and restoring the tour's former momentum under Mike Whan. High-profile players like Charley Hull and Nelly Korda are featured to boost TV ratings and global appeal, while Kessler aims to make LPGA events a destination for media and fans. The 75th anniversary of the LPGA coincides with efforts to secure a stable financial future and expand the fanbase amid competition from other elite women's sports.

Dive Deeper:

• The US Open, with a record-equalling $12 million prize, is being held as the LPGA Tour navigates a period of stagnation, contrasting with booming growth in other women's sports. This championship serves as a critical opportunity for the tour to regain momentum.

• Craig Kessler, the incoming LPGA commissioner, aims to address multiple challenges, including restoring connections with players and sponsors, to revive the tour's success similar to the era under former commissioner Mike Whan.

• High-profile golfers such as Charley Hull and Nelly Korda are strategically grouped for their global appeal and ability to attract substantial TV ratings, highlighting the business aspect of player pairings.

• Issues such as a failed merger with the Ladies European Tour, mismanagement of events like the Solheim Cup, and unpaid South Korean rights pose significant hurdles that Kessler must address to stabilize the LPGA.

• Kessler emphasizes building trust and increasing visibility as pillars of his strategy to revitalize the LPGA, noting the importance of making the tour a sought-after destination for both media coverage and fan engagement.

• The LPGA's visibility and appeal have been overshadowed by other sports, despite the presence of dominant players like Nelly Korda and Lydia Ko, indicating a need for better promotion and outreach to capitalize on these athletes' achievements.

• The US Open at Erin Hills, a formidable course previously used for the men's championship, serves as a platform for Kessler to observe and hope that the LPGA's top stars can make a significant impact, showcasing the tour's potential and appeal.