LPGA at a Tipping Point: Examining Commissioner Mollie Marcoux Samaan’s Challenging Tenure
BELLEAIR, Fla. – In October 2021, Caitlin Clark reached out to the LPGA’s Twitter account, requesting one of their iconic cotton-candy logo hoodies designed by Michelle Wie West.
“Any chance you could hook me up with the best sweatshirt ever made?!!” Clark wrote. “Huge fan.”
The LPGA team didn’t notice Clark’s message until she appeared at an LPGA pro-am event, where they quickly arranged to present her with the hoodie on the first tee at Pelican Golf Club.
The hoodie, inspired by the WNBA, was created by Wie West to raise visibility for the tour and support charity. “We’re often hidden; we’re often left out; we’re often not covered,” Wie West explained.
That it took three years for Clark’s request to be noticed highlights an ongoing issue for the LPGA—its struggle to keep pace in the expanding world of women’s sports.
The LPGA has made significant strides financially; purses are at an all-time high, with major championship prize funds more than doubling since 2021 to nearly $48 million. In 2024, total prize money reached $125 million, an 80% increase since 2021.
These numbers could suggest a successful tenure for LPGA Commissioner Mollie Marcoux Samaan. But there’s more to the story.
After the highly publicized transportation fiasco at the Solheim Cup, which spiraled into a public relations nightmare, it’s worth examining her performance as the LPGA prepares for its season finale. The question remains: how has she truly fared in her role over the past three years?
Replacing Mike Whan, a highly effective communicator who left the LPGA in 2021 after an impactful 11-year term, was always going to be challenging. When Marcoux Samaan, previously the Princeton athletic director, took over as the LPGA’s ninth commissioner in August 2021, she committed to a 100-day plan to listen and learn, though her start was perceived as slow.
At the 2023 CME Group Tour Championship, Marcoux Samaan referred to this as a period of “transformational growth” for women’s golf. Yet, the LPGA still struggles to achieve mainstream visibility, even as women’s sports gain unprecedented media exposure. Despite World No. 1 Nelly Korda’s historic 2024 season, the tour still lacks a household name domestically.
However, there are notable achievements, such as next week’s record $4 million winner’s check, the largest prize in women’s sports history. This milestone comes after Marcoux Samaan and CME Group’s CEO Terry Duffy overcame previous tensions when a dinner event went unattended by players, sparking Duffy’s disappointment in leadership. A year later, Duffy renewed CME’s commitment, boosting investment in the season-ending event, though the incident highlighted Marcoux Samaan’s challenges in connecting with the sport’s influencers.
While players appreciate improvements like missed-cut stipends, free accommodations, and enhanced health insurance, many feel Marcoux Samaan’s overarching vision remains unclear. The LPGA’s approach to major issues, such as its Gender Policy, relationships with Golf Saudi, and the prospect of a merger with the Ladies European Tour, has been criticized for its lack of transparency and slow action.
When transportation issues at the Solheim Cup left fans waiting hours, LPGA communication was sparse, with a statement only arriving late Friday and the commissioner delaying her response until the following morning. What began as a logistical issue escalated into a leadership crisis.
While the LPGA is no longer struggling to survive financially, it isn’t realizing the level of growth Marcoux Samaan originally promised. The recent departure of Cognizant, a Fortune 100 company that had been supportive of the LPGA from the outset, signals potential trouble. Initially seen as a catalyst for attracting other major sponsors, Cognizant exited after four years, leaving the LPGA to fund its own Founders Cup in its 75th anniversary year.
Other long-standing events in Portland and Toledo, with histories dating back to 1972 and 1984, are also facing challenges. As the LPGA seeks to expand its roster of self-owned events, the organization’s struggle to effectively manage existing ones—such as the Solheim Cup and Founders Cup—underscores a lack of resources. Despite an investment in staff, operational support remains stretched.
Leading the LPGA requires strong, sustained relationships with sponsors, players, media, and internal teams. As Marcoux Samaan’s contract approaches its 2026 expiration, building these relationships appears to be her biggest hurdle. Confidence among stakeholders is tenuous, and inspiration seems to be lacking within her organization.
The question lingers: how much potential is being left unrealized? This question remains as the LPGA continues to navigate its challenges.
