LIV Golf suffers setback with Asian Tour joining new alliance with European and PGA tours
Summary
The PGA Tour, European Tour, and Asian Tour have formed a new alliance focused on working together until 2029. This move affects LIV Golf’s previous partnership with the Asian Tour, causing challenges for LIV as it tries to continue its operations after Saudi funding ends this year.Key Facts
- The PGA Tour, European Tour, and Asian Tour announced a strategic alliance that starts immediately and lasts through 2029.
- The alliance aims to increase playing and commercial opportunities and create pathways for Asian Tour players to join European circuits.
- The Asian Tour had a prior partnership with LIV Golf, which invested $300 million in the Asian Tour’s “International Series” events.
- LIV Golf has faced financial difficulties as the Saudi Public Investment Fund will stop funding the league after the 2026 season.
- LIV Golf CEO Scott O’Neil is seeking new investors to keep the league running beyond 2026.
- The European Tour and Asian Tour previously had an alliance from 2016 to 2021 but stopped co-sanctioning events in 2022.
- The new alliance includes plans for at least two co-sanctioned Asian Tour events yearly over the next three years.
- LIV Golf is also facing a lawsuit from Mobii Systems Group for unpaid technology fees related to broadcasting.
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