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The recent events surrounding LIV Golf and the PGA Tour have left the golf world in an uncertain position. The PGA Tour’s Framework Agreement with the Saudi Arabian Public Investment Fund has been the talk of the town ever since the shock merger was announced. However, the future of golf continues to remain in doubt.
According to prominent golf analyst Eamon Lynch, Greg Norman and Phil Mickelson's roles are of great importance amidst all the chaos. Greg Norman, the CEO and Commissioner of LIV Golf, has been a vital part of its first two seasons. However, since the announcement of the merger he seems to have taken a backseat when it comes to operations. Regardless, his support for LIV remains strong.
“All indications show you that the position of LIV has never been stronger and the position and success of our players and our brand has never been in a better place," Norman said that the LIV Miami event.
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These indications however, seem to not come around that clearly. The lack of viewership, reluctance in buying franchises and, most importantly, the disapproval from the PGAT all seem to tell a different story than that of Norman.
The uncertain future of LIV Golf and PGA Tour leaves much for debate
As the Saudi PIF and the PGAT signed a shock merger agreement earlier this year, concern regarding the "sportswashing" of golf were raised by the US Justice Department. Needless to say, the clauses of the agreement were scrutinized.
However, both Norman and Mickelson are confident of the bulletproof business model that LIV boasts of. Norman's eagerness to sign on PGA Tour stars has been prevalent since last year, but has not come to fruition yet. While he may have a few stars up his sleeve who are waiting to join, the results of that are yet to be noticed. Mickelson said:
“I’m excited about who’s coming for next year. Over time, we’ll just keep getting better and better, and getting better players.”
With two seasons of LIV Golf now over, the Series will move on to its third season in 2024, with the hopes of growing the sport as a whole.
