The PGA Tour is reevaluating a major financial partnership with Strategic Sports Group (SSG) following the collapse of its primary rival, LIV Golf. The decision comes as LIV Golf faces an uncertain future after the Public Investment Fund (PIF) of Saudi Arabia announced it would withdraw financial support for the league after 2026.
The relationship between the two organizations began in January 2024 when the PGA Tour established PGA Tour Enterprises, a for-profit subsidiary designed to stabilize its finances. At that time, LIV Golf was viewed as an existential threat that had drawn top players and eroded television viewership.
To compete, the Tour had already introduced high-purse Signature Events and faced significant losses, including a reported $60 million deficit on $1.8 billion in revenue for 2023.
As part of the deal with SSG, the investment firm committed up to $3 billion for a 12 percent stake in PGA Tour Enterprises, having already contributed $1.5 billion. While the exact terms remain undisclosed, reports indicate that SSG secured annual management fees and negative consent rights, granting it effective control over the Tour despite holding only a minority equity position.
This arrangement allowed the PGA Tour to access immediate capital but required it to cede institutional independence. The financial pressure that drove this decision has now diminished significantly. With PIF ending its backing, LIV Golf no longer poses the same competitive threat, though it is attempting to secure new investors to continue operations next year.
LIV Golf CEO Scott O'Neil recently announced a lead investor to keep the league active, but uncertainty remains high due to poor fan response and rumors of key players, such as Jon Rahm, leaving the circuit.
