The world of professional golf has been buzzing with the news of a groundbreaking merger between the PGA Tour and LIV Golf.
In 2022, LIV Golf made waves by attracting top talents like Cameron Smith and Phil Mickelson with lucrative contracts. Despite these high-profile signings, the tour struggled to capture significant viewership, prompting a re-evaluation of its strategy.
Fast forward to today, the PGA Tour has announced a new for-profit venture, PGA Tour Enterprises, backed by up to $3 billion from the Strategic Sports Group.
This move aims to address antitrust concerns and secure alternative funding, creating a more stable and competitive landscape for professional golf.