The U.S. Women’s Open has a new partner and a record-setting purse. Ally, a financial services company with a strong connection to women’s sports, has become the new presenting sponsor for the U.S. Women’s Open and a founding partner of the U.S. National Development Program, the USGA announced.
The purse for the 2024 Women’s Open at Lancaster Country Club will be a record $12 million, up from $11 million last year. Three years ago, the U.S. Women’s Open purse was $5.5 million.
“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,” said USGA CEO Mike Whan in a release. “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.”
ProMedica, the first presenting sponsor in U.S. women’s Open history, parted ways with the USGA a little more than a year after the USGA launched a 10-year sponsorship agreement with the Ohio-based not-for-profit integrated health and well-being organization. The two companies reached a separation agreement last year after ProMedica’s business took a downward turn.
Ally’s history with women’s sports is notably strong. The company recently negotiated a landmark deal with Disney in which 90 percent of its media investment is allocated to women’s sports. That includes an expansion of game highlights, features and regular “SportsCenter” segments dedicated to women’s sports.
Ally also became the first presenting sponsor of the ACC Women’s Basketball Tournament and Women’s Soccer Championship as well as exclusive presenting sponsor of the 2023 ACC Women’s Lacrosse Championship.
Ally has pledged to reach equal spending in men’s and women’s sports by 2028 and is already four years ahead of schedule.
Similarly, the USGA pledged to increase the U.S. Women’s Open purse to $12 million by 2027 and has already reached that mark.
Ally has also signed World No. 1 Lilia Vu to its roster of female athletes that includes former soccer star and ESPN reporter Julie Foudy, WNBA player Nneka Ogwumike and NWSL player Sophia Smith.
“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,” Stephanie Marciano, head of sports marketing at Ally, said in a statement. “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. We couldn’t be more excited to team up and deliver on that promise together.”