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

The Tech-Enabled Hospital of the Future: Implications for Care Delivery
The Tech-Enabled Hospital of the Future: Implications for Care Delivery
March 12, 2026

Gone are the days when a hospital was simply a place where patients received care. Today’s hospitals are rapidly evolving into highly connected ecosystems powered by advanced technology, networked devices, and real-time data. The modern hospital is no longer confined to physical walls—it’s a dynamic digital environment where data flows seamlessly, AI supports clinical decisions,…

Read More
career
Stop Chasing Titles, Build a Career That Matters: A CAO’s Advice on Long-Term Success
March 11, 2026

Career advice in finance and accounting often centers around promotions, titles, and compensation. But in an era where professionals frequently change jobs every few years—the average American worker now stays in a role for less than four years—industries are facing growing talent shortages and reevaluating what long-term career success looks like. The question many…

Read More
Career success
A CEO’s Blueprint for Career Success: Leading with Love to Drive Performance and Culture
March 10, 2026

Leadership right now feels heavier than it did just a few years ago. Teams are stretched, expectations are high, and many employees are quietly disengaged. In fact, Gallup’s 2025 U.S. data shows that only about 31% of employees are actively engaged at work, leaving the majority feeling disconnected or indifferent. For CEOs and senior…

Read More
employer-sponsored apprenticeships
The Degree That Pays You Back: How Employer-Sponsored Apprenticeships Are Rewriting Higher Ed
March 9, 2026

Higher education is under pressure. Over the past few years, public confidence in the value of a four-year degree has declined significantly, with fewer Americans expressing a strong belief that traditional higher education delivers a worthwhile return on investment. At the same time, employers consistently report that graduates lack job-ready skills—particularly the “durable skills”…

Read More