The American golf circuit is reportedly on the verge of entering into a strategic partnership with the Strategic Sports Group (SSG), an investor group led by Fenway Sports Group, according to Bloomberg News. This deal, estimated at $3 billion, would allow the PGA Tour to strengthen its commercial entity and face competition from LIV Golf, the rival circuit supported by Saudi Arabia.

The PGA Tour close to an agreement with an American consortium

PGA Tour and LIV Golf logo

Le PGA Tour, which brings together the best golf players in the world, has been seeking for several months to secure its future in the face of the threat of LIFE Golf, a dissident league which offers incredible contracts to the stars of the circuit. The PGA Tour has begun discussions with the Saudi Public Investment Fund (PIF), which finances LIV Golf, to find common ground and avoid a split in world golf.

But according to Bloomberg News, the PGA Tour would also have advanced in negotiations with the Strategic Sports Group (SSG), an American consortium made up of several personalities from the world of sport, such as the owner of the New York Mets, Steve Cohen, or the boss of Fenway Sports Group, John Henry, which notably holds the Boston Red Sox and Liverpool FC.

SSG would be ready to inject $3 billion into the PGA Tour, in exchange for a stake in its commercial subsidiary, named PGA Tour Enterprises. This entity, which manages media rights, marketing, sponsorship and merchandising for the circuit, would be valued at nearly $12 billion, according to the report.

This partnership would allow the PGA Tour to benefit from SSG's expertise and network in the field of sports and entertainment, and to strengthen its attractiveness to fans and sponsors. It could also offer the PGA Tour an alternative to LIV Golf, which is not necessarily excluded from the agreement, according to Bloomberg News.

The PGA indicated last month that it was continuing discussions with the PIF and LIV Golf, despite the defections of several high-profile players, such as Jon Rahm ou Tyrrell Hatton. The deadline for concluding the agreement with the PIF is set for April, but both parties hope to reach a conclusion more quickly.

The PGA Tour, which began its 2023-2024 season last weekend, must face a complex and uncertain context, marked by the health crisis, calendar changes, tensions with LIV Golf, and the expectations of players, fans and partners. The outcome of the current negotiations could have a major impact on the future of professional golf.

For the PGA website this is go here or the LIV Golf League here

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The PGA Tour in negotiations with the SSG and the PIF