LIV Golf and the PGA Tour have found new common ground after the breakaway tour enlisted the help of one of the world's biggest sports agencies to aid its business dealings
LIV Golf has followed the PGA Tour's lead and enlisted the influential sports agency CAA to act on its behalf in business dealings amid protracted merger talks between the tours.
According to Front Office Sports, CAA will represent Saudi Arabia-bankrolled LIV in media rights and corporate sponsorship negotiations as it tries to build upon the foundations it has laid since launching two years ago. LIV is nearing the end of its third season and the Greg Norman-fronted league has dramatically interrupted golf's status quo, instigating a civil war with the PGA Tour.
Visible progress has been minimal since, with the best players from the respective tours only meeting at the four majors. Numerous deadlines have passed, although those negotiating the finer details of the deal, including PGA Tour commissioner Jay Monahan, insist the proposed merger remains on track, albeit there is a long way to go.
“As it relates to times and timeframes and where we are, I’ll just say we’re in a good place with the conversations. That’s the most important thing. I have a lot of meetings on the subject. I’m not going to get into the specifics of it. It’s a clear focus of mine, it’s a clear focus of the organization. That said, there is a lot of dialogue.’’
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