Saudi Arabian funding will change the business of golf

Significance

LIV Golf is Saudi Arabia’s Public Investment Fund’s expansion into the world of men’s professional golf, launched in 2022. The US PGA Tour and the European Tour have dominated golf since the late 1990s. LIV Golf aims to challenge that power.

Impacts

• The next step for golf would be a similar tour for the women’s game.
• Human rights groups will target LIV Golf as mere ‘sportswashing’ by the Saudi government.
• Sportswashing criticisms could undermine LIV Golf’s ability to attract sponsors and, more importantly, major network broadcasters.