Jay Monahan’s Latest Move in PGA-LIV Merger Talks Falls Flat

The PGA Tour and LIV Golf are in a cash race. The PGA signed a $3 billion deal with the Strategic Sports Group while LIV is gaining attention with large contracts. The PGA wants to maintain traditional aspects of golf. The PGA’s deal with SSG includes funds for tournament prizes, equity shares for players, seven board seats, and a new name: PGA Tour Enterprises. The deal was orchestrated by the Fenway Sports Group. The money and power from investors may help with regulatory scrutiny. The $3 billion may not save the PGA since top players like Jon Rahm signed with LIV. It is unclear how the $1.5 billion equity shares will be divided. Tiger Woods might not benefit much from the deal. The PGA adding billionaire backers might have been a mistake. The PGA Tour may lose casual viewers and revenue. The PGA’s success does not seem likely.