PGA vs LIV: The Battle for the Present and Future of Golf

 

With the U.S. Open this weekend, tensions among the professional golf community are reaching new heights. Golf professionals are being courted to a more immediately lucrative fairway with the Saudi-backed LIV Tour, and in challenging the PGA’s dominance over the sport, the LIV Tour has put pros in a tough spot. Do they choose a more-guaranteed payout in an often financially-cutthroat sport? Or do they stick with the organization that promises a chance at an unmatched legacy?

MarketScale’s Tyler Kern hosts a live roundtable on the future of professional golf with legendary sports agent Leigh Steinberg and WashU’s Sports Business Program Director Dr. Patrick Rishe, posing the most important questions for the sport: Will the PGA be able to hold off LIV? What can the PGA do to maintain competitive payouts for pros? Will LIV be able to withstand PGA’s market dominance and be a legitimate challenger? And will the media and fans even be interested in an alternative to golf’s legacy tournament?

Follow us on social media for the latest updates in B2B!

Image

Latest

Rothman Index
The Origin Story of the Rothman Index – Episode 5
January 8, 2026

Hospitals collect enormous amounts of clinical data, yet preventable patient decline remains a persistent challenge. Over the past two decades, hospitals have invested heavily in early warning scores and rapid response infrastructure, but translating data into timely, meaningful action has proven difficult. As clinicians contend with alert fatigue and increasing documentation burden, a more…

Read More
Rothman Index
My Mother and the Story of the Genesis of the Rothman Index – Episode 4
January 8, 2026

Healthcare generates enormous volumes of clinical data, yet making sense of that information in real time remains a challenge. Subtle changes in vitals, labs, and nursing assessments often precede serious events, but when that information is fragmented across the medical record, emerging risks can go unnoticed. The central challenge facing hospitals today is not…

Read More
home
Delivering Moments That Matter: The Art of Joy, Memory, and Meaning at Anthropologie Home
January 8, 2026

These days, ‘home’ means more than just four walls. It’s where people reset, gather, and express who they are—raising the bar for what they expect from the brands that help shape those spaces. Consumers are no longer just buying décor—they’re investing in meaning, memory, and moments that last. Research continues to show that people…

Read More
Texas energy
Small Margins, Big Risks: How Fraud Hurts Texas Energy Retailers
January 6, 2026

Fraud has quietly become one of the most existential threats in Texas’s deregulated retail electricity market—because the business runs on razor-thin margins and delayed payment. Under the non-POR system overseen by the Electric Reliability Council of Texas (ERCOT), retail energy providers assume the full risk of nonpayment. With profit margins often measured in just a…

Read More