LPGA’s massive telecast delivers winning message: ‘Get more attention’

NAPLES, Fla. — The winner of this week’s CME Tour Championship will receive a $4 million bonus, but the player could be the second recipient this week, following new commissioner Craig Kessler and the league he now oversees.

Kessler has only been on the job four months, but has already shown that he understands where the LPGA needs to evolve and that he is willing and able to take the necessary actions to move the tour in that direction. The LPGA has announced a new event in partnership with Saudi golf clubs. Announcing the relocation of the Chevron Championship to upgrade the tournament experience. On Tuesday, the PGA Tour announced groundbreaking new partnerships with FM, Golf Channel and Trackman to improve and enhance television broadcasts in 2026. FM’s investment will allow every round of every game to be broadcast live in the United States. The broadcast will use 50% more cameras, drone footage and improved camera tracking data.

When Kessler was appointed commissioner, he outlined the “four pillars of success” that have helped the LPGA grow. The second is “visibility”. Tuesday’s transactions make this pillar stronger than ever and players understand how important it is to their tour now and into the future.

“Television collaboration is really everything,” three-time Grand Slam champion Lee Min-ji said on Tuesday. “Essentially, we’re entertainers, so if we don’t have TV time, live TV time, or a time slot where a lot of people are watching TV, it’s hard to really build the tour the way we want to. … I think it’s also important for us to have more exposure as players. It’s really cool to see what Craig does — how hard he works to elevate our tour in the short time he’s been on tour and see where we go.”

Lee watched her younger brother Min Woo compete on the PGA Tour and DP World Tour. She has seen firsthand the difference between the two television products and hopes the partnership will put the women’s golf product on a similar footing as the men’s golf product.

“I do think they have good television, so that’s why I can turn it on and do it live,” Lee said of the PGA Tour and DP World Tour broadcasts. “I think that’s a big part of building a better tour. Just having more exposure as a player. That’s what we’ve been working towards. ”

Hall of Famer Lydia Ko has witnessed the LPGA Tour’s efforts over the years to improve its product. There are many reasons why the LPGA fails to attract a larger sports audience, but name recognition and television coverage play an important role in promoting players and the sport. Kessler’s move is one that Ko has long wanted to see, one she knew would suit the talent on tour. Making tour events visible each week and easier to track via ShotLink data could be a game-changer for women’s golf.

“I think the players and the tour deserve it,” Gao said. “I do believe it’s just going to draw more attention from some people who have had a hard time keeping track of things before. I think I’ve been in a position where I’m not in the tournament and I kind of want to watch or see what’s going on or see some data, and that’s an area I feel like we can really improve on.

“So it’s very exciting to see the growth in that and to see that we’re going to get a lot more coverage domestically and overseas. I think there’s been a lot of exciting announcements over the past few months. I think Craig has been officially the commissioner since July. In four months, I think we’ve seen tremendous improvement in a lot of areas and I feel like we should have stayed in this position longer.”

Added 2025 Evian Champion Grace Kim: “I think we need to get all the exposure we deserve. I think sometimes, especially overseas, the times can be mismatched, so being able to get that extra time on the air will definitely improve our views. … To be able to make that connection on a global scale and get it over a longer period of time, I think that’s huge.”

Kessler has a lot on his plate as he looks to strengthen his four pillars — trust, visibility, build a fan base and secure a financial future — and help the LPGA break through at a bigger level. Turning his vision into reality took time.

But his first move showed Kessler understood the task, and the broadcast change sent a clear message that Kessler has a plan and a vision to lead the LPGA to its ideal destination.

“I think the pace has been a little bit fast the past few months, and it’s been great to be a part of that and see the growth from that perspective,” Coe said of Kessler’s early days as commissioner. “I think we’re growing as an organization and becoming a stronger foundation as an organization, and I think, in addition to playing games for more money, that has a direct impact on what we do on a day-to-day basis. I think doing those things well is going to be really important for us moving forward.

“I’m excited for what’s next. I have no doubt Craig will take our tour to the next step and I’m excited to be a part of it.”

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