The long-running saga of the PGA Tour and LIV Golf merger is on the verge of finally concluding. After nearly two years of tension, financial maneuvers, and public disputes, a financial agreement between the PGA Tour and Saudi Arabia’s Public Investment Fund (PIF) is reportedly close, with confirmation expected in the coming months. The framework agreement for the merger, initially announced in June 2023, led to a lengthy standoff, but recent weeks have shown undeniable momentum toward finalization.
The involvement of figures like President Donald Trump, who has ties to both sides, signals that the negotiation process is picking up pace. However, while formal approval may be imminent, the actual unification of the two sides remains far from simple. A major concern lies in how the U.S. Department of Justice (DoJ) will assess the deal, especially regarding potential anti-competitive practices and the level of Saudi influence over the U.S.-based PGA Tour.
Despite these hurdles, insiders believe a deal will be approved, potentially forming a global golf powerhouse worth upwards of $12 billion. Well, Andy Weitz has a different take on the situation. According to him, there’s no doubt that the way golf and the PGA Tour are consumed is evolving, particularly with the rise of streaming platforms. However, according to Andy Weitz, the President of Seminole Golf Club, if we look at the first few months of the PGA Tour season, there’s been considerable momentum in linear TV. Since the network television debut at the Farmers Insurance Open, viewership has grown significantly year-over-year, with both the average and peak audience seeing improvements.
He mentioned, “Since our Network television debut at the Farmers Insurance Open, I believe we’re up 177% year-over-year,” highlighting the growth. Internationally, the numbers are also showing a positive trend, with a double-digit rise in measured markets. While fan behavior is undoubtedly changing and the PGA Tour needs to meet fans where they are, Weitz pointed out that the core audience is still tuning in. He believes that the strong viewership is due to factors like “great winners, high drama, iconic courses, and tournaments that have meaning.” These are exactly what golf fans want, and what PGA Tour fans are seeking out.
Taking to this, he said, “I think that for a while now we’ve been focused on getting our priorities straight and focused on uh the deal and the potential for bringing golf back together but alongside that we need to be focused on what we can control.” Well, it would be completely wrong to say that the Tour has not been putting in its effort to make things easier. Jay Monahan is definitely trying to make things work in his own ways.
PGA Tour Live is doing wonders
In addition to linear TV, the PGA Tour is making significant strides in streaming, particularly through PGA Tour Live. Weitz noted that over the past three years, golf has been the most streamed live content on ESPN Plus. He added, “Over the last three years on ESPN Plus, PGA Tour golf has been the most streamed live content every year,” emphasizing the growing engagement in this space. With 2025 already off to a great start, it looks like the trend is continuing. But it’s not just about linear and streaming platforms. Weitz also mentioned how the PGA Tour is embracing new ways of engaging fans, particularly through platforms like YouTube.
He highlighted that “millions of those fans are following those creators and consuming Golf in different lengths at different levels of detail,” pointing to the way younger fans are connecting with creators. To better understand this evolving dynamic, the PGA Tour created a creator council, bringing together some of the top creators in the space. Weitz explained that the council helps the Tour understand how creators are connecting with their followers, so they can work together more effectively. This initiative, according to him, is part of the broader effort to “make it easier to work with so they have an opportunity to get to know our players better” and “refine and revise our media regulations to make it easier to create content together.”
These efforts, he believes, are helping the PGA Tour to not only maintain momentum today but also to look ahead and continue to evolve in the future. What are your thoughts about the current golf world scenario? Let us know in the comments section below!
The post Jay Monahan & Co. Told To Rethink Priorities as PGA Tour Races To Finalize LIV Golf Merger appeared first on EssentiallySports.