The recent announcement of a partnership between Saudi Arabia’s Public Investment Fund, also known as MBS, and the two main men’s tours, followed by the indication that the LPGA Tour, the LET, and other professional sports will also follow in time, has caused a stir in the world of golf. While many professionals may make more money due to these partnerships, the cost of such collaborations is unknown.
There is concern that Saudi Arabia’s aim is not only to use sport to wash its reputation but also to become the dictator of professional sports as a whole. Golf is the most significant of the sports to have fallen under the shadow of this dictatorship, and its reputation has suffered as a consequence. Other sports, such as football, boxing, and Formula One, have all taken steps in this direction, and it is likely that tennis and more will follow.
While some argue that this partnership secures the future of golf, others are concerned about the cost. Saudi Arabia’s vast wealth may not last forever, but it is not running out anytime soon. Nonetheless, the PGA Tour ultimately chose to yield to the partnership, against a backdrop of stale viewing figures and dwindling sponsors.
Jay Monahan, the man at the very top of the pile, faces much criticism for his decision to sign the deal. Many view him as being out of his depth, and his willingness to use the 9/11 Families United organisation to further his cause has caused much uproar. However, Monahan is expected to make a significant amount of money as a result of the partnership.
Greg Norman’s involvement in the LIV Golf project has been compared to his role in the TV series Succession, where he played the fake usurper. Norman has at least performed his role and will get paid, but the players who left for the money will return to golf as they once knew it, with the exception of those who still believe that greed is ambition.
Rory McIlroy never got as far as a number with LIV Golf and clearly voiced his dislike of the product. He drew a principled line in the sand, stating that he saw worth in the history of his sport and those who came before him. McIlroy is not solely driven by money, even if he feels entitled to be made rich by his brilliance.
The situation has left golf in limbo, with the PGA Tour yet to reveal its 2024 schedule. Monahan has hinted that LIV Golf may either cease to exist or stop competing directly with what is now undoubtedly the main and best product. In the immediate future, little is expected to change, and there is no long-term vision from those in the know.
Although the partnership has caused much uproar, some view it as an opportunity to secure the future of golf. However, it is not good for any sport to be ruled by any nation state whose ambitions for it will always be flexible and never grounded in a love for the game itself. The heart of sport beats outside of boardrooms, and the money should not always win.
Golf is a sport steeped in history, and the R&A has been wedded to it. However, there is a lack of trust in golfing institutions, and Monahan and his entourage have taken the goodwill of those who fell in love with the sport because it meant something that you couldn’t measure by counting higher and higher.
While it remains to be seen how this partnership will affect the world of golf, the concerns that have been voiced are valid. The cost of this collaboration is unknown, and the potential for Saudi Arabia to become a dictator of professional sports is a real concern. The heart of sport beats in the love of the game itself, and that should always come first.
