PGA Tour and Saudi-backed LIV Golf to merge—see reactions to the surprise deal

In a surprise move, the PGA Tour and its well-funded rival, LIV Golf, have agreed to merge, ending a seismic dispute between the two organizations. “After two years of disruption and distraction, this is a historic day for the game we all know and love,” PGA Tour Commissioner Jay Monahan said in a statement. Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here LIV Golf, started in 2021 by Saudi Arabia’s sovereign wealth fund, gained fans by signing some of the sport’s biggest names. The companies said Tuesday’s deal would end all pending litigation, but didn’t disclose any further terms. As part of the agreement, the PIF is prepared to invest billions of new capital into the new entity, CNBC’S David Faber reported. Subscribe to Ad Age Sign up now for the latest industry news and analysis Click here LIV Golf lured several prominent golfers from the PGA Tour, including Phil Mickelson and Cameron Smith, with hefty sponsorship payments, touching off an acrimonious legal battle. Still, LIV has struggled to find broadcast partners for its tournaments and potentially gain revenue and more eyeballs. LIV sued the PGA Tour last year for allegedly engaging in monopolistic behavior by using restrictive rules intended to deprive golfers from playing in rival leagues. The PGA sought subpoenas to gather additional material to support its claims in its countersuit that LIV illegally pushed players to break contracts with the legacy US-based tour by offering them exorbitant sums of money. PIF governor Yasir Al Rumayyan, himself a keen golfer, will be chairman of the new entity. The surprise deal drew instant reaction on social media. Below, a sample. PGA and LIV at the start of their meeting to merge: pic.twitter.com/zap25oSeAA— Danny Armstrong (@DArmstrong44) June 6, 2023 PGA tour merging with LIV is pretty close to the Democrats and Republicans agreeing on a Biden/Trump ticket. Let’s see the details but WOW.— Nathan Hubbard (@NathanCHubbard) June 6, 2023 All the LIV Players who left and got payed hundreds of millions and now won’t have any regrets because the PGA and LIV are joining pic.twitter.com/U6pUKW3E88— The Amazing ATM (@TheAmazingATM) June 6, 2023 1. #PGA and #LIV yesterday 2. #PGA and #LIV today pic.twitter.com/Kcgy0X52Hp— BaseballHistoryNut (@nut_history) June 6, 2023 PGA and LIV merging, proving there's nothing Saudi Arabia can't buy https://t.co/a8gmfWd0R8 pic.twitter.com/nGhfypMiFM— Deadspin (@Deadspin) June 6, 2023 Producers for Netflix's 'Full Swing' say they captured the news of the PGA-LIV merger.Season 2 releases in 2024. pic.twitter.com/QhYFpkgGFg— Front Office Sports (@FOS) June 6, 2023 A stunning video. pic.twitter.com/TxeX5alXM4— Don Van Natta Jr. (@DVNJr) June 6, 2023 —Bloomberg News with Ad Age contributions

PGA Tour and Saudi-backed LIV Golf to merge—see reactions to the surprise deal

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