LPGA at a Crossroads: New Boss Craig Kessler Faces Major Challenges Amidst US Open

Posted : 29 May 2025

The women's golf world is at a critical juncture as the U.S. Women's Open, boasting a record-equaling $12 million purse, gets underway. Britain's Charley Hull is set to tee off in a high-profile pairing with world number one Nelly Korda for the initial two rounds, a strategic move by organizers.

This pivotal moment coincides with the appointment of Craig Kessler as the new LPGA Tour boss, tasked with revitalizing a sport perceived to be stagnating. While other elite women's sports have seen significant growth, golf has lagged, prompting observers to declare the female game is "at a crossroads" despite increased prize money in major events.

Kessler, a "youthful, confident US executive" moving from the PGA of America, faces a daunting agenda to steer the LPGA forward. He’s already engaging with top players and officials, emphasizing the need to "come out of the blocks strong." Dubbed "a young Mike Whan" – a former LPGA commissioner who presided over a decade of significant growth in prize money – Kessler's appointment signals a hopeful shift.

The decision to pair Korda with Hull and the semi-retired Lexi Thompson for prime television viewing slots at Erin Hills underscores a business-first approach. Despite Hull's recent dip in form and Thompson's reduced playing schedule, their considerable fan bases and strong social media presence are prioritized for their global appeal and ability to attract viewers.

The LPGA under the previous commissioner, Mollie Marcoux Samaan, faced several challenges after Whan's departure. These included an early setback with players missing a crucial sponsor dinner, which drew sharp criticism from the backer, CME's Terry Duffy. He stressed the need for leadership to collaborate with players to "grow the game together." Further difficulties mounted with a failed merger with the Ladies European Tour, which subsequently strengthened its ties with Saudi Arabia.

Operational missteps, such as a botched park-and-ride system at the Solheim Cup, also led to public apologies. Recent revelations of unpaid bills from the LPGA's South Korean rights partners and a high-level marketing executive's swift departure further highlighted the tour's struggles, ultimately culminating in Samaan's resignation amid "pressure from a lot of players."

Against this backdrop, the new commissioner's immediate priorities are clear: "rebuild some bridges" with players and sponsors, and restore the LPGA's standing as a viable business partner. Kessler himself outlines key pillars for his tenure, starting with "building trust" across players, sponsors, fans, and his team. He also emphasizes the critical need for visibility, ensuring the LPGA's "incredible stars" are recognized beyond traditional broadcasts.

This messaging, reminiscent of Whan's successful approach, aims to develop the fanbase and secure the tour's financial future as it celebrates its 75th anniversary. All eyes will be on the demanding Erin Hills course as the world's best compete, and particularly on the highly visible opening pairings, as Kessler undoubtedly hopes they make the intended impact.

LPGA at a Crossroads: New Boss Craig Kessler Faces Major Challenges Amidst US Open

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