The Amundi Evian Championship: How the Tournament Became One of Women’s Golf’s Major Events in Just 20 Years

At the entrance to The Amundi Evian Championship, nestled in the hills of Evian (France), an uninterrupted stream of electric SUVs—thanks to a new sponsor—whisks guests off to the Evian Resort, amid a soft, chic hum. Between mountains and lake, the tournament has displayed its assets for the past 30 years—and it works. No other golf tournament, male or female, has established itself so quickly. As Jacques Bungert, vice president of the Evian Major, explained to a group of journalists invited by Rolex, tournament partner: “Thirty years isn’t a long time in the golf world, as the biggest events are at least a century old. This is the only event in sports history to evolve from a simple tournament to a Grand Slam in 30 years, whether in tennis, cricket, or any other sport. It’s something we’re very proud of.”

Asia has played a pivotal role in the championship’s rise to global prominence. For Bungert, a branding expert and entrepreneur, increasing the visibility of Asian golf was crucial: “Because we worked extensively with Asian broadcasters, The Amundi Evian Championship became more widely known in Asia than in the Anglo-Saxon world. It was a strategy to make us stronger. And for the Americans, we positioned ourselves as a bridge between them and Asian countries. In fact, we don’t see ourselves as a French tournament, but as an international one.”

Antoine Riboud, founder of the Danone group, and his son Franck, now president of the tournament, were the visionaries behind the championship in the early 1990s. The idea was to offer an exceptional showcase for golf, with the Evian Resort—the Riboud family’s property—and its 18-hole course, originally created for King Edward VII in 1909, as its crown jewel. Renovated in 1984, the tournament began with a women’s Pro-Am event.

Choosing women’s golf was a decisive move, as Bungert explains: “The top female players were European but competed in the United States, like Annika Sörenstam, a Rolex testimonee and the best player in the world at the time. She became a powerful figurehead for us. Plus, European players were delighted to return to Europe and often spoke of the event as ‘their Masters.’In 1999, the PGA (Professional Golfers’ Association) took an interest in what was then called the Evian Masters. By 2000, the LPGA (Ladies Professional Golf Association) sanctioned the event, and things took off. Rolex immediately supported the championship, sharing values of excellence, passion, and a desire to promote the sport. By 2009, it became clear that the event needed to evolve further. Mike Whan, then-commissioner of the LPGA, understood our ambitions and took the risk of establishing it as the fifth Major in golf.”

Since then, the championship has continuously improved the course and its facilities, including adding a new lake, redesigning bunkers, and introducing a new type of grass to enhance sustainability. Players have unanimously praised the event. Swiss athlete Albane Valenzuela, a Rolex ambassador who finished The Amundi Evian Championship this summer with a score of 278 (the winner Ayaka Furue finished with 265), said: “Evian is the tournament that means the most to me. It’s where my parents met. It was the first tournament I attended at age eight. I saw female golf icons like Paula Creamer, Helen Alfredsson, and Lorena Ochoa play here, and I wanted to be like them. The setting was and remains magical—everything is pink, celebrating women and female sport. It was also the first Major I was invited to at 17, and that experience was extraordinary. That’s when I knew I wanted to be part of this world. This tournament has been a guiding light throughout my career. Today, it’s a flagship event of the LPGA. The Evian atmosphere is special; it’s the crown jewel of the year. We’re treated like queens, and the constant improvements to the course, coupled with the investments made, elevate it to a Major of the season. You can feel it as a player—there’s no room for error on this demanding course.”

Franck Riboud’s and Jacques Bungert’s formidable network, along with Rolex’s involvement, has been a game-changer. “Danone has been instrumental in financing the tournament,” says Bungert. “But there were also key encounters, such as with Jean-Claude Killy, who is close to Rolex and a good friend of Franck Riboud. He gave us two crucial pieces of advice: to care as much about the tournament’s image as the way we treat the players. That was spot-on. Moreover, without Rolex, we probably wouldn’t be where we are today as a Major in the golf world. The brand helped us make valuable connections and build credibility.”

Maintaining the tournament’s image and making it even more appealing to younger generations is essential. The organizing committee is increasingly focused on social media, drawing inspiration from sports like Formula 1. “Bringing influencers into the mix has successfully spotlighted golf for younger audiences,” says Bungert. “Fashion brands now use golf in their communications, and having celebrities from music and film linked to golf is impactful. We’ve had great success with these images on TikTok. Showcasing the glamour of women’s golf is crucial. The exceptional setting of the Evian Resort and the course overlooking Lake Geneva is a major asset. We love the festive, family spirit of the championship and celebrating the players.”

Despite these efforts, making women’s golf more visible remains a challenge, although the public is increasingly recognizing the excitement it offers. The prize money for The Amundi Evian Championship now stands at 8 million dollars, with 1.2 million dollars going to the winner, underscoring its growing importance. For comparison, the U.S. Women’s Open remains the highest-paying Major, with a purse of $12 million and a $2.4 million prize for the winner. Next are the KPMG Women’s PGA Championship at $10.4 million, the AIG Women’s Open at $9.5 million, and finally, the Chevron Championship at $7.9 million.

This year, The Amundi Evian Championship made significant strides by increasing its prize money by 1.5 million euros, thanks in part to new sponsors like Porsche. These figures reflect the growth and rising interest in women’s golf. However, there’s still progress to be made. In 2024, the prize pools for men’s Majors also continued to rise, far outpacing the women’s events. To put things in perspective, the U.S. Open offers a total purse of $21.5 million, with $4.3 million going to the winner, making it the most lucrative Major in golf history.