U.S. Women’s Open announces $12 million purse thanks to Ally partnership

BELLEAIR, FLORIDA - NOVEMBER 12: Lilia Vu of the United States celebrates after winning The ANNIKA driven by Gainbridge at Pelican at Pelican Golf Club on November 12, 2023 in Belleair, Florida. (Photo by Mike Ehrmann/Getty Images)

The U.S. Women’s Open already has the largest purse in women’s golf, and it just got bigger.

Under a new partnership with Ally Financial, the U.S. Women’s Open will now dole out $12 million in prize money, up from $10 million in 2022 and 2023. Ally is now the presenting sponsor of the U.S. Women’s Open, and the official retail banking partner of the USGA and both the men’s and women’s Opens.

“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,” USGA CEO Mike Whan said.

It becomes another title sponsorship for Ally, with the bank also sponsoring a PGA Tour Champions event at Warwick Hills in Michigan.

Additionally, Ally signed Lilia Vu to its team of athletes on a sponsorship deal. Vu won two major championships last year and ended as LPGA Player of the Year.

“I’m proud to be partnering with Ally as they align with the USGA and continue their mission to change the game for women’s sports and elevate the U.S. Women’s Open,” Vu said. “Their commitment to advancing equity in women’s sports is unprecedented, and I look forward to working with their team and my fellow brand ambassadors to create change while encouraging others to do the same.”


In a statement, Stephanie Marciano, who is the head of sports marketing at Ally, cited golf’s “meteoric rise” and diverse fanbase as among the reasons for the partnership.

It also helps Ally reach its goal of achieving parity in sponsorships between women’s and men’s sports.

The championship is coming off of a massive year at its Pebble Beach tournament, with the U.S. Women’s Open boasting its highest attendance since 2015, highest broadcast viewership since 2014 and setting the record for the most-streamed women’s golf event in NBC Sports history.

“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,” Marciano said. “We couldn’t be more excited to team up and deliver on that promise together.”