I have written about the LIV Golf Tour several times in these pages over the four years it has been in existence.
LIV was formed in 2022 with financial backing by the Saudi Arabian Public Investment Fund which is the sovereign wealth fund for that nation.
LIV offered players big signing bonuses to join its tour as well as no-cut events in which every player was guaranteed a portion of a purse that was significantly larger than most PGA events.
LIV ultimately attracted high profile names to its tour including Bryson DeChambeau, Brook Koepka, Jon Rahm, Patrick Reed, Cameron Smith, Dustin Johnson and Phil Mickelson among others.
From the outset, it was difficult for me to figure out what the Saudis saw as the end game in all of this so that they would see a return on what looked liked a couple of billion dollars of investment.
Was the expectation that they were going to force a merger with the PGA Tour where they would get a large share of the equity or a big pay off through some type of legal settlement?
This has usually been the outcome when other upstart professional leagues (AFL, ABA etc) set out to compete with established pro circuits.
However, it was difficult for me to see there was enough money in the game to justify the high upfront payments that LIV was paying to its players.
I predicted that LIV was likely to be a failed enterprise due to the fact that while it may have talented players, it appeared that it did not have a good path for distribution of the product.
Content my be king. However, distribution is the kingdom.
Think of the traditional music or movie business. You could have the greatest song or film (content). However, if no one had the ability to hear the song on a radio station or see the film in a movie theater (distribution) it meant nothing.
LIV started with no tv deal the first season. LIV gradually improved its tv deals but almost no one watched anyway. Attendance at the international events drew pretty well but the U.S. events struggled.
If no one is watching your product, you have a hard time attracting sponsors for tv and tour events.
I suggested at the outset that if LIV was not able to convince any of the big name, big spending PGA Tour sponsors such as FedEx, Schwab, RBC, AT&T. Coca Cola etc. to spread some of their money around to LIV it was not likely to live.
It never happened.
I wrote this in "Will The LIV Golf Tour Live?" as the new golf tour was just getting started four years ago.
If sponsors decide to start spreading their marketing dollars to include LIV, the PGA Tour is going to have problems.
However, until that happens, LIV's prospects are not good.
As for LIV's players, I hope they got the money upfront and have good investment advisors to invest the money for their futures.
Their future in golf is likely to be irrelevant going forward.
Some of these guys may have (or could have) been kings of the game.
However, the fact is that they don't rule the kingdom.
And those who control the majors and PGA Tour do right now.
Saudi Arabia and LIV want a piece of that kingdom.
LIV may get some type of monetary settlement from the PGA Tour in the end.
Perhaps a couple of LIV events will be incorporated into the PGA Tour when this is all over.
The PGA Tour may lose its tax-exempt status due to the scrutiny it will be under.
The charities that the PGA Tour supports may end up with less.
However, I will be shocked if an independent LIV Golf Tour exists in three years time.
I am not betting on LIV living long term.
All that I wrote four years ago was pretty much on target.
However, my prediction on how long LIVE would last was off by a year.
Why?
I could not conceive that the Saudis would pour as much much money into a failing enterprise as it did before pulling the plug.
The Saudis invested a reported $6 billion into LIV since its inception as it was never able to build any other sustainable revenue sources.
Last week, the Saudis said they would stop funding LIV at the end of the current season.
Even rich Middle Eastern oil sheiks apparently have their limits.
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| Source: https://www.wsj.com/sports/golf/liv-golf-pga-tour-bryson-dechambeau-3abf7b85 |
The Saudis will have spent that $6 billion on the venture while apparently having nothing to show for it.
There was no monetary settlement.
There was no merger. There was a lot of talk and negotiating but no deal was consummated.
The PGA Tour did restructure and established a for-profit entity as a holding company for the tour events that still benefit charities as a tax-exempt entity.
The PGA Tour did attract additional capital investors that solidified its financial position and gave its players the ability to become equity owners.
Top tier PGA Tour players saw tournament purses grow for so-called Signature events with limited fields that gave them more opportunity to fatten their bank accounts.
Brooks Koepka and Patrick Reed saw the writing on the wall and left LIV earlier this year and have found a path back to PGA Tour status.
Other star players such as DeChambeau, Rahm and Cameron Smith now face a more painful road back.
As I pointed out four years ago and repeated above,
"I hope they got the money upfront and have good investment advisors to invest the money for their futures."
These were the reported financial penalties associated with the eventual reinstatement of Brooks Koepka to the PGA Tour.
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| Source: Google AI Overview |
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| Yasir Al-Ramayyan Source: https://www.chroniclelive.co.uk/sport/football/football-news/newcastle-united-told-pif-funding-33863040 |
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