The Two-Tour Threat!

Paul Azinger said recently, “The PGA Tour has fast become the qualifier for LIV!”As sad as that might be, it is likely not far from the truth. Those of you who are regular readers of my column know how I (and many of my PGA colleagues) feel about LIV. It is killing professional golf as we have known it. Their slogan “Golf but LOUDER”-an apt description if ever there was one.  

To put it mildly, the world of professional golf is struggling- simply put-here cannot be two professional tours-period. To sustain maximum fan interest and viewer support, there can only be one tour. PGA Tour sponsors will not continue to support events that cannot consistently produce the best players in the world. Right now, it cannot do that until the two entities find some common ground. 

This past weekend The Tour held the Cognizant Classic at PGA National in Palm Beach Gardens. It is safe to say that all but the most avid professional golf followers recognized even one name on the leaderboard. That is becoming a weekly experience. There have been nine events this season with nine different winners. While I would agree that it is great to see new and deserving talent emerge, I might also argue that none of the winners were “drawing cards.”   

There is a tsunami breaking over the PGA Tour right now; a perfect storm fueled by two forces. A - LIV is coming on strong and B - we enter the post-Tiger era. It’s been said that Tiger didn’t just move the needle, he IS the needle. Just look at ratings when he doesn’t play! But the great man’s race has been run. And the Tour needs to recognize that and plan for a future without him. It is big shoes to fill and likely will never be done, but a “people’s champ” needs to emerge soon. 

Professional golf needs stars. Players who stand out and win! This is not to demean the accomplishments of the rising stars, but someone will need to stand out from the crowd - and soon. Tiger carried that weight for 15-20 years, Jack even longer. But after the departure of both, the tour took a dip in fan interest, which makes it even clearer that a “superhero” drives fan interest. Tiger fans tuned in to see his amazing play or Tiger haters tuned in to see him fail, but clearly, they watched!

The emergence of LIV is a new threat, one the tour has never encountered before. The Saudi mega-bucks behind LIV cannot be equaled. It will exceed the PGA purse sizes every time! In a purely financial comparison, it isn’t even close. Sports-washing is expensive. The more the emerging stars of the game take the money and run, the fewer of them will play the tour. When that becomes a reality, it will be the final nail in the PGA Tour’s coffin. Sponsors are bound to bail! 

As much as I disagree with almost everything LIV represents, the two entities must reach an accord.  We all win if they do, we all lose if they don’t. The future of professional golf is dangling dangerously in the balance.