The LPGA has appointed Craig Kessler as its new commissioner, marking a significant moment for the organization as it aims to increase visibility and investment in women’s golf. Kessler, who previously served as Chief Operating Officer of the PGA of America, believes that a major issue facing the LPGA is the difficulty fans face in consistently finding and watching the sport. He emphasized that for many sports, it’s easy to know when and where to tune in, but that’s not currently the case for women’s golf. He hopes to change that by creating a more predictable and accessible viewing experience for fans, turning casual viewers into dedicated supporters.
Currently, the LPGA’s media rights are linked to the PGA Tour’s, running through 2030. Most of the women’s tour events air on the Golf Channel, with some exposure on NBC and CBS. Kessler plans to leverage his existing relationships from his time at the PGA of America and TopGolf to increase the LPGA’s media presence and reach broader audiences. He agrees with interim commissioner Liz Moore’s recent remarks that women’s golf is “underinvested,” a point he says is absolutely accurate.
Moore has been serving as interim commissioner since January following the departure of Mollie Marcoux Samaan, who led the LPGA for just under four years. Kessler aims to bring fresh energy and strategy to the role. He draws inspiration from other sports leaders, including WNBA commissioner Cathy Engelbert and MLB commissioner Rob Manfred, particularly in their use of technology, partnerships, and innovations that blend sport and entertainment to grow audiences and keep fans engaged.
Kessler officially begins his tenure on July 15, so his specific plans are still in development. However, he has already expressed interest in exploring initiatives that would elevate professional women golfers, such as involving LPGA players in TGL, the indoor golf league co-founded by Tiger Woods and Rory McIlroy. He sees great potential in creating new platforms for LPGA athletes to shine.
He is also a firm believer in the power of digital content. Kessler thinks the LPGA can learn from the PGA Tour and LIV Golf, both of which have ventured into influencer-driven competitions and YouTube content to engage younger audiences. He believes LPGA players can take a more active role in this growing digital space to build their personal brands and attract fans.
Kessler has also expressed openness to working with the Public Investment Fund of Saudi Arabia, which funds LIV Golf and has been investing in the Ladies European Tour. Although discussions about a merger between the LPGA and LET are currently paused, he remains open to collaboration that would benefit women’s golf.
Lastly, Kessler emphasized that peace and stability within the global golf ecosystem are essential for growth. He believes that as men’s golf moves toward resolving divisions like those between the PGA Tour and LIV Golf, the LPGA will benefit as well. With fewer distractions and more unified energy, the entire sport, including women’s golf, can reach new heights.
