The prize purse for golf’s US Women’s Open will reach $12 million this year – the highest in women’s golf – as part of a new multi-year partnership between the US Golf Association (USGA) and financial services company Ally Financial.
The deal will see Ally Financial become the presenting sponsor of the US Women’s Open, increasing the prize money for the tournament from $10 million to $12 million. The company also becomes the official retail banking partner of the USGA, as well as the men’s and women’s Opens that it organizes.
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This year’s US Women’s Open will be held at Lancaster Country Club, Pennsylvania from May 30 to June 2. Last year’s edition, played at Pebble Beach, was broadcast on US network NBC, with the final round securing a peak audience of more than 2.2 million viewers.
USGA chief executive Mike Whan said: “Partnering with Ally allows us to not only continue elevating the U.S. Women’s Open but to also further our commitment to the future of the game via our U.S. National Development Program.
“Ally has established itself as a force in sports, with a passion for equity across the industry. Its brand values and actions align perfectly with ours, and I can’t wait to see what we are able to do together.”
Ally Financial succeeds US not-for-profit healthcare provider ProMedica, which had been announced as the long-term presenting partner of the tournament in January 2022.
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By GlobalDataUnder that agreement the prize purse of the tournament almost doubled from $5.5 million in 2021 to $10 million in 2022 – the largest prize purse in women’s golf at that point – which the company said would rise to $12 million by 2026.
However, ProMedica’s deal has ended early, with Ally Financial taking over and giving the tournament its increased prize purse early.
Stephanie Marciano, Ally’s head of sports marketing, said: “Golf is on a meteoric rise and its fanbase is more diverse than ever, bringing it in line with those who choose to bank with Ally.
“The USGA is best-in-class and presented us a powerful opportunity to positively impact both the women's and men's game, as well as engage a new group of sports fans across the country."
The deal adds to Ally Financials’ sports portfolio, which already includes title sponsorship for the men’s PGA Tour Champions event at Warwick Hills in Michigan and a partnership with the PGA of America, as well as a sponsorship deal with Lilia Vu, a two-time major champion and Ladies Professional Golf Association’s player of the year.
The company also has tie-ups with Major League Soccer and National Basketball Association teams.
It is also a big sponsor of women’s sports, having stepped up its support for that industry sector through a multi-year agreement with media giant Disney last February in a bid to “advance equality in women’s sports coverage.”
That partnership saw Ally become an official sponsor of the Atlantic Coast Conference (ACC) from US collegiate sport, featuring the first-ever title sponsorships of the ACC Women's Basketball Tournament and Women's Soccer Championship, as well as the exclusive presenting sponsorship of the 2023 ACC Women's Lacrosse Championship.
Ally has also sponsored the National Women’s Soccer League (NWSL) since 2021 and recently extended that deal until 2027. The company additionally teamed up with the NWSL Players Association as the union’s first official partner in February 2022.
