PGA Tour commissioner Jay Monahan presented a united front with players, sponsors and investors Wednesday, saying the mission is to build the best experience for fans and grow the game through re-imagining the schedule and embracing change.
Monahan said the priority level in negotiations with the Saudi Public Investment Fund — the bankroll behind the breakaway LIV Golf League — has been “enhanced” but financial backing and sponsorship commitment is also stronger than ever.
“What we’re hearing from fans, what we’re hearing from players — we’re both in position to bring the best players in the world back together,” Monahan said. “I think that’s a good and aspirational goal.
“As I said earlier, we’re in those discussions. We’re at the table. They’re complex. It’s going to take time. But ultimately, the PGA Tour is the best tour in the world. … I think it’s the right time to be having these conversations, not only for the PGA Tour, but for the game. That’s why we’re having those conversations.”
Monahan said Wednesday prior to the PGA Tour FedEx Playoff finale at East Lake Golf Club in Atlanta that world-class investment and advisory assistance from Strategic Sports Group helped unite a fractured membership with leadership and fans in 2024.
SSG, which invested at least $3 billion and launched the player equity initiative in January, includes Fenway Sports Group’s John Henry, Atlanta Falcons owner Arthur Blank and New York Mets vice chairman Andrew Cohen.
The PGA commissioner repeated talks are active with PIF while keeping the PGA Tour and its mutually exclusive goals on the front burner as potential merger or conversations centered on co-existing with the spin-off LIV continue.
“Together, we’re at the table and actively engaged with the Public Investment Fund. We remain hopeful about that outcome. At the same time, we’re moving forward at speed and focused on what we can control. Because that’s what we owe to our fans,” Monahan said.
Monahan stressed feedback from fans and counsel from SSG and other sponsors as key drivers in active communication with player leadership. From Monahan’s perspective, this synergy stands as a trophy for the tour as it moves forward with or without partnership from LIV Golf.
“One of the most important accomplishments of 2024 has been the alignment we’ve created across the organization,” Monahan said. “In my time, we’ve never had a more engaged set of player directors or members of the advisory council. … At all levels, the shared commitment to driving engagement and innovation has been inspiring. As our industry-leading player equity program has come online, we’ve seen the owner mindset taking shape with our players. More than ever — more than ever — we really are co-creating the PGA Tour of the future.”
Monahan said conversations continue and are “productive” with the PIF, despite a passed deadline of December 2023 to reach an agreement. He said neither side wants to impose a restrictive deadline in negotiations.
“When you look at where we are right now, we’re in regular dialogue. We have the right people at the table with the right mindset. I see that in all of these conversations and that’s both sides,” Monahan said. “That creates optimism about the future and our ability to come together. At the same time, these conversations are complex. They’re going to take time. They have taken time. They will continue to take time. As I sit here today, I think the most important thing for us and our obligations to our fans, our players and our partners, is to focus on what we can control. Which we’re doing, as I outlined. And to continue to carry this momentum forward.”
With NBC, CBS Sports, Golf Channel, ESPN and a “portfolio of sponsors” that believe in the PGA Tour in the fold, Monahan said he was “proud” to announce the 2025 schedule. Any future schedule, he said, would focus on building the best product for all involved.
A relegation system for LIV Golf players and expiring contracts could open a door to the PGA Tour, but Monahan wouldn’t discuss a limit on the number of player cards or a pathway program. He said the meeting in Memphis during the FedEx St. Jude Championship earlier this month was primarily focused on strengthening the “competitive model” and player ownership.
“Any changes that we make, ultimately are going to have to be approved by the PGA Tour policy board,” Monahan said regarding field size and potential player-driven focus on possibly providing a pathway for players wishing to rejoin the PGA Tour.
That path is murky because of a clause for players who participated in an unauthorized event, such as LIV events.
PGA Tour vice president Tyler Dennis said a “one-year waiting period” exists for players who have not been members of the tour and “an additional set of guidelines” are in play for former members hoping to return.
New faces and emerging stars are not to be dismissed. Both tour officials at the press conference Wednesday called out examples from the 2024 season.
“We’ve invested in building and strengthening the pathways to the PGA Tour,” Monahan said. “New stars have emerged because of those efforts. Robert McIntyre unforgettably won his national championship, the Scottish Open, in an event that was a powerful reminder of the value of our relationship with the DP Tour. Nick Dunlap captured golf fans’ hearts by winning the American Express as an amateur then winning the Barracuda Championship as a professional a few months later.”
Ludvig Aberg, the first PGA University graduate in the playoffs, enters the week at No. 5 in the FedEx Cup standings.
The week culminates with the playoff-ending PGA Tour Championship, where Scottie Scheffler opens at 10-under by virtue of his six victories this season with a star-studded field close behind, starting with Xander Schauffele at 8-under.
“Amazingly, Scottie isn’t the only story. Xander Schauffele has made a leap in his career winning his first two major championships. Rory McIlroy won another two events, as did Hideki Matsuyama,” Monahan said. “Winning on the PGA Tour remains incredibly difficult. It’s the ultimate achievement in golf. Fans are responding. Attendance at our tournaments continues to trend upwards. We continue to see terrific growth and great engagement on our PGA Tour social and digital platforms. To me, what all of this says is, despite the noise outside the ropes, the entertainment value of the PGA Tour has never been stronger.”
No major schedule changes are expected in 2025 and Monahan proclaimed the new model a success based on “the way players have embraced our new schedule. We’re seeing the results.” All Tour events are sponsored in 2025.
“The PGA Tour has significant momentum thanks to the work we’ve done over the last year,” Monahan said. “We have the structure and resources we need to define the future of professional golf on our terms and the significant support of a world-class group of investors.”
“We’re laying the groundwork for a more meaningful PGA Tour in the long-term,” he said.
Keegan Bradley, who won the BMW Championship last week and is the U.S. Ryder Cup captain, said he trusts Monahan to lead the tour in the right direction.
“I really think he’s got a great handle in what’s going on. It’s tough to jump to conclusions as to what’s going to happen,” Bradley said. “It’s just such an unsettling time. We hear a different rumor every day. I’ve got a lot of faith in him.”
–Field Level Media
