USGA’s Game-Changing Ally Partnership Fuels U.S. Women’s Open’s Record $12M Purse

The U.S. Women’s Open, known for its substantial purse in women’s golf, is set to reach new heights with a remarkable $12 million prize fund at Lancaster Country Club in Pennsylvania this year, as reported by AP. This significant increase is made possible through a strategic partnership with Ally Financial.

The United States Golf Association (USGA) has joined forces with Ally Financial, with Ally taking on the role of presenting sponsor for the U.S. Women’s Open and becoming the official retail banking partner for the USGA, overseeing both the men’s and women’s Opens.

A view of Pebble Beach golf course, Hole 6, Monterey, California, USA
Photo Credit Isogood_patrick via Shutterstock.

Mike Whan, the CEO of the USGA, highlights that this partnership signifies a commitment to the future of golf. The values and actions of Ally align perfectly with those of the USGA, making it an ideal partnership for the growth and equity of the sport.

Ally Financial’s involvement extends beyond sponsorship, as they have also secured a sponsorship deal with Lilia Vu, a rising talent in women’s golf who achieved significant success last year, earning the title of LPGA player of the year. This move underscores Ally’s dedication to supporting emerging talent in the sport.

Ally Financial is not new to sports sponsorship, as they already serve as a title sponsor for a PGA Tour Champions event at Warwick Hills in Michigan. With their entry into the U.S. Women’s Open, they bring their resources to elevate the event.

In 2022, the U.S. Women’s Open increased its purse to $10 million, thanks to the support of ProMedica as the presenting sponsor. Now, with Ally Financial as a partner, the event’s momentum continues. The 2023 Women’s Open was held at Pebble Beach, marking a historic shift in the tournament’s legacy. This year, the event takes place at Lancaster Country Club in Pennsylvania, with future venues including Riviera and Oakmont.

Stephanie Marciano, the head of sports marketing at Ally, acknowledges golf’s rising popularity and diverse fan base. She sees the USGA as an ideal partner to shape the future of women’s and men’s golf while attracting a new generation of sports enthusiasts.

In summary, the partnership between the USGA and Ally Financial signifies an important development in women’s golf. This collaboration not only results in a substantial $12 million purse for the U.S. Women’s Open but also holds promise for the future of the sport. As the Women’s Open continues its journey, golf’s expanding reach and inclusivity are set to leave a lasting impact on the sport’s landscape.


  • Robin Jaffin

    As the co-founder and managing partner of the digital media partnership Shift Works Partners, LLC through two online media brands, FODMAP Everyday® and The Queen Zone she has played a pivotal role in promoting dietary solutions for individuals with specific needs in the health and wellness industry as well as amplify the voices and experiences of women worldwide.

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