Crowds, Broadcast and Digital Engagement Surge

Lytham St Annes, England: The AIG Women’s Open celebrated its 50th edition in style at Royal Lytham & St Annes last week with the highest attendance since AIG became its main sponsor and some of the best broadcast and digital engagement figures in the championship’s history.
 
A total of 55,000 fans attended the championship, which was being played at the historic Fylde links for the sixth time, and just under 4,500 children under the age of 16 attended for free across the week through The R&A’s long-standing Kids go Free initiative. Last year, 47,000 fans attended the championship at Royal Porthcawl.
 
Television audiences have also surged this year with daily record average audiences on Sky Sports across all four days of the championship up 18.4%. There was also a significant increase in live viewer hours supported by the new early window coverage in the first two rounds introduced for 2026.
 
Sky Sports’ unilateral elements elevated the production for the United Kingdom audience with enhancements such as Sky Pad, Open Lens, features, interviews and studio positions plus dedicated digital, social and Sky Sports News coverage. 

There were 8.1 million live minutes watched across the AIG Women’s Open digital channel (R&A TV and YouTube), which represented a 181% increase on last year. There was a record R&A TV audience watching AIG Women’s Open live coverage with a 17% year-on-year increase and a 10% rise in average view duration.
 
Across all the AIG Women’s Open channels there was an overall 218% growth in total impressions from 2025 and a 39% growth in total engagements. The championship’s social media channels were up by 41%. Engagement is 20 times higher than it was five years ago.
 
This year has also seen the highest ever number of AIG Women’s Open app users with a 11% increase across the four championship days. There was also a 43% increase in new app users. 
 
Mark Darbon, Chief Executive of The R&A, said: “As part of our strategy to open golf to the world we are committed to staging inspiring championships and the 50th AIG Women’s Open has undoubtedly achieved that aim. We have seen just how much the AIG Women’s Open means to fans with our highest attendance in recent years and fantastic engagement across our broadcast and digital audiences globally.
 
“With the incredible support we receive from AIG, we are working to elevate the AIG Women’s Open and ensure that it is at the pinnacle of the women’s game for players and fans alike. We have seen some amazing golf from the world’s best women’s players at one of the sport’s most renowned links venues and it is gratifying to see that reflected in the excellent engagement we have seen across the board.”
 
The 2027 AIG Women’s Open will be played for the first time ever at Royal St George’s from July 28 to August 1. For more information or to book tickets or hospitality please visit www.aigowomensopen.com.