We have some initial thoughts, but I want to hear from you.
Is LIV Here For The Long Haul?
Today marks one year since the PGA Tour and Saudi Arabia’s Public Investment Fund entered into a framework agreement that stunned the golf world.
It was a jarring development that blindsided most of golf’s key stakeholders. The sight of Tour Commissioner Jay Monahan sitting next to PIF Governor Yasir Al-Rumayyan during a TV hit for CNBC felt like a fever dream.
Immediately, grand conclusions and rash generalizations were being made—and justifiably so, given that a partnership between these bitter rivals seemed inconceivable.
“The Saudis own professional golf now,” thousands posted on social media.
The framework agreement, which was erroneously touted as a “merger” during the initial rollout, promised a reunification of the professional game. LIV Golf, which is bankrolled by the PIF, appeared destined to dissolve, as most concluded the game’s best would reunite in one place that already enjoyed infrastructure and corporate sponsorship stability. The original framework agreement said that an “empirical data-driven evaluation” would be conducted to determine LIV’s future and that Monahan “will determine the ongoing plan and strategy.”
Most thought that meant LIV’s days were numbered.
But one year later, the framework agreement looks meaningless.
Meanwhile, LIV continues to push forward with no tangible signs of slowing down.
Other than the halt of a court battle—neither side was interested in the discovery process and the Tour didn’t want to be drowned in legal fees—little has been accomplished.
It makes sense that the Tour and LIV need a resolution to bring the best golfers together in one place. Whether it’s one global tour, LIV becoming a fall-only series or the two leagues otherwise coexisting as part of a cohesive golf calendar, something should happen.
But common sense has been losing, 9&8, on repeat. It has left professional golf twisting in the wind, uncertain of what the future holds.
This is LIV’s third season of play, although it feels like we’ve been trapped in this timeline for a decade. The circuit just completed the eighth event of a 14-tournament slate—and most of those events have been going up against marquee Tour stops. LIV events usually finish on Sundays around the same time as the Tour’s events finish. Ratings are poor for both, but the Tour is still a clear winner in that
If LIV was meant to be a Trojan horse so the Saudis could rub elbows with corporate American giants who invest in the Tour, why hasn’t that happened?
Most of LIV’s current crop of players are on three-year contracts that expire shortly. Will there be an overhaul of the league roster? If Tour players haven’t been enticed by the money to this point, why would they leave now?
So much remains unanswered. One question I keep coming back to is how many years of unsuccessful business will it take before the Saudis give up on LIV? At some point, even they have to make money to continue.
Is LIV meant to be on its own in the future or was it one of Phil Mickelson’s “chess moves” to reach some happy pro golf future?
