Women & Golf editor Jane Carter reflects on the AIG Women’s Open and a transformed sport where the future feels unmistakeably bright
As someone who’s been immersed in golf media for over 40 years—and who’s returned to the front line of the women’s game after a decade away—attending this year’s AIG Women’s Open at Royal Porthcawl has been nothing short of revelatory.
The biggest and most immediate takeaway? Just how far the women’s game has come. The standard of play is astonishing—so much sharper, stronger, and more athletic than even a few years ago, let alone when I first began covering the sport. These women are athletes now, not just players. Their physical conditioning, mental toughness, and technical ability would be the envy of many male professionals.
And yet, they are still wonderfully accessible. There’s joy in the air, a real sense of delight among the players to be part of something big. Whether it’s signing autographs, interacting with fans, or soaking in the moment, there’s a a wonderful atmopshere to this event that some men’s tournaments have long since lost. You can feel it in the crowd and see it in the players’ eyes and smiles.
Charley Hull, in particular, is electric. Every shot she hits feels like it carries her whole soul. She went for it this week, and she’s become the star the game so badly needs. With 29 different winners in the last 32 Opens, there’s an urgent need for recognisable figures who fans can root for year in, year out—and Hull has the charisma and style to fill that void. She’s exciting, emotional, and utterly engaging.
Lottie Woad’s eighth-place finish, in contrast, was a masterclass in composure from someone still learning how to handle the attention. It’s clear she belongs at this level, and it’s equally clear the public want to come along for her journey. She’s going to have to get used to the spotlight quickly.
On the staging side, the R&A deserves huge credit. They’ve elevated the event in a way that feels long overdue. The television coverage was every bit the equal of a men’s Open—slick, thoughtful, and technically excellent. The digital content, too, was exceptional. They didn’t just capture golf shots; they captured stories. And the international nature of the field made those stories richer—truly a global showcase for women’s golf.
One area that still needs work, though, is the merchandise experience. The appetite is clearly there—women want to buy, to show their support, to take something home—but the offering still feels like an afterthought. The days of throwing a few racks into a marquee and calling it a shop are over. If brands want to win this audience, they need to step up. This isn’t about pink caps and tokenism—it’s about style, identity, and being seen. Just look at Nelly Korda in camouflage: whether you liked it or not, people noticed. Clothing is always a talking point in women’s golf because it’s part of the expression of the game.
And let’s not forget the golf course. Royal Porthcawl delivered in every sense. Testing, fair, beautiful—and a brilliant showcase for Wales. For a nation that doesn’t always get its fair share of spotlight in the game, this was a proud week.
The eventual champion Japan’s Miyu Yamashita was a truly worthy winner—gracious in victory, composed under pressure, and enchanting to watch. Her traditional bow to the crowd, her playing partner, the officials, and everyone involved was a moment of pure class. It captured the spirit of the game and the spirit of the occasion. To the R&A and all who made this championship what it was: take a bow, too. You helped deliver a week that will live long in the memory.
This Open was a reminder of why I came back. Women’s golf isn’t just evolving—it’s thriving. There are stories waiting to be told, personalities bursting through, and a standard of play that demands respect. This was more than a tournament. It was a statement.
