Women’s golf has been a secular growth story for several years, fueled by gains in commercial investment and an expanding presence on some of the sport’s biggest stages.
According to the National Golf Foundation, female participation in golf has increased 45% since 2019, with women and girls accounting for a growing share of both beginner and junior golfers. Overall representation in the sport has swelled to 28% of the player population, an all-time high.
Riviera Country Club’s debut as a U.S. Women’s Open host is the latest sign of women’s golf’s ascent. Long associated with the PGA Tour, Riviera is among golf’s most prestigious properties and a stomping ground of myriad Hollywood celebrities and corporate power brokers.
The championship tees off today in the Pacific Palisades, bringing the women’s game to one of golf’s most recognizable stages. Riviera’s membership includes Larry David, Mark Wahlberg and Adam Sandler.
The move reflects the growing stature of the women’s game, which has seen pumped up purses, more airtime, greater sponsorship investment and an increasing presence all in all at the sport’s most recognizable venues.
The championship’s $12.5 million purse, up $500,000 from last year and more than double its level five years ago, underscores the commercial momentum behind the women’s game. Corporate support has ticked up in lockstep with purses, with brands including presenting sponsor Ally, Rolex, KPMG, T-Mobile and Chevron investing across women’s golf through tournament sponsorships, player partnerships and dialing into broader initiatives aimed at buoying the game’s reach.
For players in the mix at Riviera, the moment represents way more than another big week on the calendar: it is a chance to showcase their sport at one of golf’s bucket-list destinations.
“I think the more we can have venues like Riviera, I think the more it elevates the women’s game,” former U.S. Women’s Open champion Michelle Wie West said.
Wie West, who has largely been out of action since she retired after the 2023 U.S. Women’s Open at Pebble Beach, is making a rare competitive appearance this week. While she admitted she enjoyed spending time quietly honing her skillset, she quickly poured cold water on any comeback speculation.
“I had a few months in there where I was practicing where no one was knowing why, and I was just kind of out there in silence. It was really therapeutic. It was really nice to be out there practicing. But I’m very excited also not to practice again,” Wie West said.
Fans hoping her months of clandestine practice leading up to this appearance signal a return to competitive golf may be disappointed. “I like being retired,” she added.
The game’s biggest current stars have embraced the opportunity to compete at Riviera and be part of the championship’s debut at the famed course.
“I’m so blessed to be able to play U.S. Women’s Open five years in a row, especially here at Riv, which is one of the golf courses that I really, really want to play in my career,” Jeeno Thitikul, World No. 2 in the Rolex women’s world golf rankings said.
While still getting acquainted with Riviera, Thitikul has already zeroed in on a favorite hole: the demanding par-4 18th.
“You can see the clubhouse, and then it’s a tough hole. It seems like it’s not tough from the putting green, but you see nothing on the fairway from the tee box. You don’t see where you landed.
“I just got like 180-something into the pin or 190, which is kind of a nice closing hole for us, especially when you have the lead. I think it’s just not an easy hole to be able to get it near there.”
The finishing hole is emblematic of the type of test Thitikul expects throughout the week, where patience and discipline are often as important as shot-making.
World No. 1 Nelly Korda, who has been on a tear this season, with three wins in seven starts, is less green than Thitikul at Riv having played the course once in 2024.
“It’s in pristine condition,” Korda said. “It’s an amazing place. Obviously, the men rave about it every year, and for us to get to play this golf course in a major championship in major championship conditions. The vibe of the place, knowing that so much history has been played out here. It’s a great place for us to play.”
NBC Sports will carry the championship across USA Network, NBC, Peacock and NBCSN, with East Coast viewers able to take in much of the action during prime-time hours. Coverage will include featured-group streams, giving fans dedicated access to marquee pairings for those intent on watching every shot made by a marquee trio like Nelly Korda, Hyo Joo Kim, and Hannah Green.
