Written by David Skilling

As you’re all likely aware, LIV Golf recently came under serious financial pressure, and now has to prove it can become a sustainable sports business.

This week, there were meetings between players and executives to discuss the leagues future direction, but they apparently offered little clarity over investment or the future of the league’s team championship, however, twenty-four hours later, LIV announced it had secured a new lead investor, with CEO Scott O’Neil explaining that the league’s next chapter will make players the majority equity holders, which opens the doors for a very different business model.

At first glance, it sounds like a positive outcome for the league and the players, with LIV securing fresh capital after Saudi Arabia’s Public Investment Fund decided to end its financial backing, and the revelation that players will now own most of it. In an era where sport is talking about athletes having more control over the businesses they help create, LIV, although not by choice, is now making that idea a reality. That said, I don’t think that’s the whole story.

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Written by David Skilling

Donald Trump’s golf business has caught media attention this week, with his latest financial disclosure revealing the scale of it through published revenue figures from clubs across the United States, Scotland and Ireland.

The filing offers one of the clearest pictures yet of the commercial engine behind Trump’s sporting interests, and when you strip away the politics, what emerges is one of the largest privately owned golf businesses in the world, generating tens of millions across multiple countries while sitting at the centre of one of sport’s biggest commercial stories.

The standout figure comes from Trump National Doral in Florida, which reported almost $110 million in golf-related revenue. That makes Doral far more than a prestigious golf club, as it operates as a substantial sports and hospitality business whose commercial performance would rival many professional sports organisations.

Beyond the U.S., the numbers are also pretty significant. Trump Turnberry in Scotland generated £23.6 million in hotel and golf-related revenue, and Trump International Golf Club Scotland in Aberdeen reported £6.7 million. His Doonbeg resort in Ireland added another €14.2 million in resort-related revenue, demonstrating that the business extends well beyond a single flagship property.

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Written by David Skilling

LIV Golf is actively seeking new investors as questions grow around the long-term role of Saudi Arabia’s Public Investment Fund in sustaining the league.

LIV Golf’s CEO, Scott O’Neil’s comments during LIV’s Mexico City event didn’t deny the pressure, and they didn’t need to, because the language shifted from inevitability to process, with references to private equity norms, funding cycles, and the expectation that raising capital is part of building any long-term enterprise.

Until now, LIV has operated outside of those constraints, backed by a sovereign fund willing to absorb losses in exchange for speed, visibility, and leverage across the wider golf ecosystem, but that’s likely to change soon.

The numbers give context to that shift, because the Public Investment Fund is projected to have spent more than $6 billion on LIV since its 2022 launch, while O’Neil pointed to nearly $500 million in sponsorship revenue across league and team deals in 2025, including brands like Rolex, HSBC, Salesforce, and Aramco.

That gap between capital deployed and revenue generated isn’t unusual for an emerging sports league, but it becomes more visible when the funding source signals that future backing may not be open-ended.

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Two of golf’s top players, Scottie Scheffler and Jon Rahm, have found themselves disagreeing over the method used to select players for the Olympic Games. The discussion has garnered attention, highlighting a debate about fairness and national discretion in Olympic qualifications.

Scottie Scheffler supports the existing system based on the Official World Golf Ranking (OWGR). He emphasizes its fairness and objectivity, noting that it offers a transparent standard by which all players can gauge their chances of qualifying for the Olympics.

"It's straightforward and fair," Scheffler said. "Everyone knows where they stand based on their performance throughout the year."

Here’s a breakdown of the selection process

1. Rankings Review: The OWGR and WWGR are reviewed on the cutoff date.

2. Top-15 Selection: Players within the top 15 are identified, ensuring no more than four players per country are selected.

3. Extended Selection: For those ranked outside the top 15, additional players are selected until the field of 60 is filled, adhering to the two-player per-country limit.

4. Host Country and Regional Spots: Any remaining spots are allocated to ensure host country representation and continental representation if not already covered.

This process ensures a fair and competitive field, with a mix of top-ranked players and broad international participation.

On the other hand, Jon Rahm suggests a different approach. He believes that countries should have the autonomy to select their Olympic golf teams, similar to how the basketball teams are decided. Rahm argues that national federations should have the discretion to choose players they believe would best represent their country, regardless of their world ranking.

"Look at Team USA basketball," Rahm said. "They don't just pick the top-ranked players; they assemble the best team possible."

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As I am sure you’ve seen, Tiger Woods has become the centre of a discussion regarding his potential retirement.

Ahead of this week's Open Championship at Royal Troon, Colin Montgomerie questioned Woods' decision to compete, citing his lack of enjoyment and the physical toll the game has taken on him. "I hope people remember Tiger as Tiger was, the passion and the charismatic aura around him," Montgomerie told The Times.

Montgomerie's comments were met with a swift response from Woods, who pointed out his right to compete as a past champion, a privilege Montgomerie does not share.

"As a past champion, I'm exempt until I'm 60. Colin is not," Woods remarked. "He doesn't get the opportunity to make that decision. I do."

Great response!

In the wake of Woods' response, Montgomerie attempted to clarify his remarks, suggesting they had been taken out of context.

"If Golf Writers want my thoughts on Tiger please ask me direct, rather than taking a quote from an interview out of context. Wishing Tiger an enjoyable and successful week," Montgomerie stated.

That may well be true but this is not the first time Montgomerie has voiced his opinion on Woods' future. He previously suggested that Woods should have retired after his emotional farewell at the 2022 Open at St Andrews.

"I just wish Tiger had gone after he waved on that Swilken bridge at St Andrews a couple of years ago," Montgomerie told talkSPORT in April. "He's kept going, he thinks he can do it but it's quite obvious now physically and mentally, that he can't."

Rickie Fowler has come out strongly in defence of Woods, asserting that he still has much to offer the game. Speaking to Mirror Sport, Fowler declared,

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Golf club sponsorship deals are a crucial aspect of a professional golfer's career, providing both financial support and access to top-quality equipment.

A few months ago, PGA Tour player Michael Kim shared an insightful post on Twitter explaining the intricacies of how these deals work.

Here’s a breakdown of the key points from Kim’s post.

The Process of Securing a Club Deal

1. Initial Interest and Agent Involvement:

   • A golfer starts by informing their agent about the companies they are interested in.

   • The agent contacts these companies, along with a few additional ones, to explore potential deals.

2. Company Responses:

   • Companies will either show interest or decline the offer.

   • Typically, deals require a commitment to a certain number of clubs, usually including drivers and woods, with modern trends pushing for full-bag deals (13 clubs including the driver and the ball).

3. Testing and Fitting:

   • If a golfer is intrigued by a deal from a new company, they receive clubs tailored to their specifications or visit a fitting site for a comprehensive fitting session.

   • The golfer tests the clubs to decide if they are a good fit.

4. Negotiation and Duration:

   • Once a decision is made, the agent negotiates the best possible deal, usually for a term of 1-3 years.

   • Due to the need to earn a tour card annually, long-term deals are rare unless the golfer is a top-tier player.

Financial Aspects and Performance-Based Incentives

• Deals often include smaller upfront payments but offer significant bonuses for high performance, such as finishing in the top 70 or 50 of the FedEx Cup standings.

• The most valuable logo placement for sponsorship is the front of the hat, although deals can be made without this for a lower amount.

Changing Landscape of Club Deals

• In the past, having a PGA Tour card almost guaranteed a deal. Today, companies are more selective, typically signing top 75 players or promising young talents.

• As a result, many golfers now operate as free agents.

Reasons for Signing Club Deals

1. Financial Security:

   • For golfers outside the top 20, club deals provide essential guaranteed income, which is not assured through tournament winnings alone.

2. Efficiency:

   • Testing clubs from every company is time-consuming, especially during tournament weeks. Partnering with one company simplifies this process.

3. Personalized Fitting:

   • Building a relationship with a company's representatives who understand a player's preferences enhances the fitting process, leading to better performance.

Michael Kim’s explanation offers a comprehensive look at the mechanics and benefits of club deals in professional golf. These deals are vital for financial stability, efficient club management, and personalized fitting, all of which contribute to a golfer’s success on the course. Understanding this process provides valuable insight into the strategic decisions behind the equipment choices of professional golfers.

I work on the commercial side for athletes (of all sports) and enjoy writing and sharing subjects like this, if there are any golf-specific agents or representatives of golf brands who would like to collaborate and contibute to future articles, please get in touch.

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Thanks for reading, David Skilling

The LPGA is not only riding the wave of growing popularity; it's also taking a bold, innovative approach to marketing and sponsorship. The last few years have seen the LPGA attract a diverse array of sponsors, creating a vibrant ecosystem that supports both the sport and its athletes.

Today, the LPGA is a melting pot of varied industries, from technology giants like Epson to luxury brands like Rolex. The Financial sector remains a strong supporter, with the period from 2022-23 seeing a 12% increase in sponsorships. This surge is not just about numbers; it reflects a growing recognition of the LPGA's value proposition and its exposure to a highly engaged and diverse audience.

LPGA athletes are not just performing well on the course; they are influential figures off of it (see Nelly Korda: Shaping the Future of Women's Golf). Players like Muni "Lily" He, Charley Hull, and Nelly Korda are seeing their audience numbers rocket this year, making LPGA athletes incredibly attractive to sponsors looking for authentic brand ambassadors.

Behind these statistics are also stories of strategic and forward-thinking initiatives. Epson's involvement goes beyond financial backing. Their five-year title sponsorship of the LPGA's Official Qualifying Tour has elevated the tour's profile, increased media value, and provided substantial support to emerging talents through the Epson Tour Ambassador Program which nurtures the next generation of golf stars.

Aon’s Risk Reward Challenge is another masterstroke, offering equal $1 million prizes to top male and female players. This initiative isn't merely about equality; it's about celebrating strategic brilliance in the game, making it a win-win for both the LPGA and PGA Tours.

Here’s an example from the recent Mizuho Americas Open.

Here are the results

As the LPGA strengthens its brand and expands its audience, enhancing the fan experience drives audience growth, which in turn attracts more sponsorship dollars, fueling the continued increase in prize money. Let’s take a look:

The LPGA has significantly ramped up its digital presence, utilizing social media, mobile apps, and streaming platforms to reach a broader audience. The LPGA's official YouTube channel has seen incredible growth which can be attributed to strategic content creation, including behind-the-scenes footage, player interviews, and instructional videos that resonate with fans.

The mobile app has seen a huge increase in active users, offering features such as live scoring, player stats, and interactive course maps. These digital tools have made it easier for fans to follow the action and engage with the sport in real time, whether they are at the course or watching from home.

The LPGA's global footprint looks likely to grow, with new tournaments potentially being added in emerging golf markets, providing new opportunities for international players and expanding the fan base.

Following the trend of recent years, prize money for LPGA events is expected to keep rising. The total prize money for this season will surpass previous records, driven by new sponsorship deals and enhanced media rights agreements.

For example, the U.S. Women’s Open presented by Ally will offer a record $12 million purse, reflecting the growing financial investment in women’s golf. The total prize fund will be $118 million, with $116.55 million in official money.

Viewership has increased as more fans engage with the sport through various media platforms. With new network television broadcast opportunities and expanded coverage on ESPN+, fans have greater access to live tournaments and exclusive content.

Last year's Chevron, which saw final-round viewership average 941,000 across all platforms, including NBC, Peacock and the NBC Sports app. At its peak, the NBC broadcast reached 1.54 million viewers late in Lilia Vu's win.

During last year’s U.S. Women’s Open, the first women’s ever played at Pebble Beach, Sunday ratings for Allisen Corpuz's win in Eastern primetime peaked at 2.2 million and averaged 1.58 million on NBC and Peacock. Golf Digest

The 2024 season will see the LPGA players competing in the Paris Olympics at Le Golf National, offering a global stage to showcase their talent and further elevate the sport’s profile. The Olympics has always proven to be a great awareness platform.

2024 is turning out to be a landmark year for the LPGA, with exciting developments both on and off the course. As the tour continues to innovate and expand, it is setting new standards in sports marketing and fan engagement. The LPGA's strategic initiatives and partnerships are paving the way for a bright future, ensuring that women's golf continues to grow in popularity and influence.

Here are a few interesting Stats

1. Sponsorship Retention: 85% of LPGA sponsors renewed their contracts from the previous year.

2. Global Reach: LPGA events are broadcast in over 170 countries, reaching an estimated 500 million households.

3. Social Media Reach: Combined social media followers of LPGA players exceeded 10 million in 2023 and is growing rapidly in 2024.

4. Viewer Demographics: 40% of the LPGA’s TV audience is female, the highest among major sports leagues.

5. Event Attendance: The average attendance at LPGA tournaments increased by 20% from 2022 to 2023 further growth is occurring through 2024.

6. Economic Impact: The 2023 LPGA Tour generated an estimated $1.2 billion in economic impact across its host cities. That number is expected to be higher in 2024.

7. Prize Money: The total prize money for the 2023 LPGA season reached $90 million, up from $75 million in 2022. 2024 sits at $123.25 million.

8. Corporate Hospitality: Sales of corporate hospitality packages at LPGA events increased by 15% year-over-year.

9. Brand Visibility: Rolex achieved a 20% increase in brand visibility through its LPGA sponsorship.

10. Fan Demographics: 60% of LPGA fans are under the age of 45, indicating a younger audience compared to other golf tours.

11. Tournament Sponsors: 75% of LPGA tournament sponsors activated on-site fan engagement activities.

Thanks for reading, don’t forget to reach out to Baller Golf on X/Twitter

David Skilling

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I explore an unconventional marketing concept that looks at how soccer could play a big role in expanding golf viewership and participation due to a synergy that already exists but hasn’t been exploited.

As a fan of various sports and somebody who works in the sports business, I am always curious to explore crossover opportunities. I work with athletes helping them generate revenue beyond their primary careers, with the vast majority of that being campaigns in the fashion industry where there is a lot of successful crossover and collaboration.

Brands and organisations no longer see everyone as just competitors, they now see the opportunities of leveraging audiences from other brands, and this often has me thinking about areas of crossover appeal that could benefit golf.

There’s one theme that repeatedly enters my mind and I’m still surprised that it hasn’t been much of a focus with golf brands and organisations. That theme is SOCCER, or Football for Brits like myself. Why? Because the vast majority of Soccer players play golf!

Let me explain.

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As someone who works in the cross-section of sport and fashion, I wanted to chime in on this, not to debate whether the outfits are good or not, that’s subjective, but to discuss how important fashion can be for growing the game of golf. Let me explain.

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In a world where fashion is a powerful driver of culture, Jason Day's partnership with Malbon Golf is more than just a style statement—it's a strategic move to bridge the gap between golf and the younger generation. While traditionalists may question the unconventional fashion choices, they might be missing the bigger picture of tapping into what resonates with today's youth.

Fashion hubs like London, New York, Paris, Tokyo, and LA dictate and influence much larger global trends and streetwear aligns with the preferences of young people in these cultural centres. To propel golf into the future, we must recognize that appealing to the youth involves more than just perfecting a swing—it involves connecting with the cultural triggers that captivate them.

For many young people, golf can feel like an intimidating environment. There are lots of game rules and etiquette to learn, not to mention the cost of it all and the difficulty of learning to hit the ball where you want it to go. Fashion is one way to help young people relate to the golfers which can keep their interest through some of the early challenges of picking up golf. Golf has to remember it’s competing with other sports for attention while also having one of the more difficult paths to onboarding people.

Without an element like fashion to connect new people, it can be seen as just a bunch of guys and girls in various coloured sports polos hitting a little white ball around a field, for many, that’s not interesting enough.

I know there will be a section reading this that will likely roll their eyes and think it should just be about golf, I assure you it is and it always will be, but we can’t neglect the supporting factors of growing a sport, we have to remember how important fashion and culture are when we’re young. If we want to think of ways to get the next generation on the hook for golf, channelling into fashion and popular culture are sure-fire bets.

Take a look at the success stories of iconic brands like Jordan and the Yankee cap, they are testaments to the impact of culture and fashion. Similarly, the collaboration between Travis Scott and Nike has transcended sneaker culture, one of the hottest sneaker drops of 2023 was a golf shoe, unheard of until now, echoing the potential for Malbon Golf and Jason Day's collaboration to resonate way beyond the golf course.

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