PDF Summary:LIV and Let Die, by Alan Shipnuck

In LIV and Let Die, Alan Shipnuck delves into the contentious feud between the established PGA Tour and the upstart LIV Golf series. Shipnuck uncovers the backstory behind LIV's formation, driven by Saudi financiers and Greg Norman's desire to disrupt golf's status quo, and offers a behind-the-scenes look at the ensuing battle as both sides vied for control and top talent.

The author outlines the legal skirmishes and attempts at mediation after LIV's entry sparked the PGA Tour to suspend LIV-affiliated players—a conflict revealing deeper tensions over money, power, and sportswashing concerns. With candid insights and a comprehensive scope, Shipnuck tracks the rivalry's escalation and the strategic moves employed by each tour as they fought over golf's future direction.

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The PGA Tour's swift reaction to the emergence of LIV.

The PGA Tour showcased its authority in the face of LIV's bold attempts to contest its dominance. Jay Monahan, the commissioner, made it clear to the players that if they chose to participate in a rival golf tour, it would be seen as an act of betrayal, leading to immediate suspension and potentially a lifetime ban from the tour. Monahan promptly instructed the Tour's legal representatives to commence a lawsuit on antitrust grounds, alleging that the new league's conduct interfered illegally with existing contracts. Throughout the conflict, Monahan was depicted as a stalwart guardian of the sport's long-established traditions and norms, standing firm against LIV's attempts to disrupt the established order, which the author described as a clear attempt by the Saudis to leverage sports for the improvement of their global image.

Barring players from PGA Tour events if they choose to join LIV.

Shipnuck narrates how Monahan organized several meetings with players, underscoring the importance of deciding firmly whether to back LIV or stay loyal to the PGA Tour. In Florida, Monahan communicated to his team members that they were part of a struggle. We firmly resist entering into conversations with any group that aims to drive us toward financial collapse. We remain resolute in our decision to avoid dialogue with those determined to harm the golfing fraternity. Monahan escalated the conflict by implementing a ban on players once they became members of LIV.

Litigation of an aggressive nature targeted LIV as well as its rival entities.

A group of lawyers with education from renowned legal academies quickly came together to challenge the progress of LIV. Under Monahan's guidance, they simultaneously combated LIV Golf and the related Public Investment Fund. In response to the antitrust lawsuit brought by LIV Golf, the Tour formulated a defensive strategy within the jurisdiction of the federal judiciary. The Tour in the United Kingdom maintained that it had the right to ban players participating in LIV, claiming that such sanctions were in compliance with international antitrust laws.

The impact of LIV Golf events on the international golf scene.

Despite encountering early obstacles with distribution, sponsorships, and global recognition, LIV Golf successfully launched its first series of eight tournaments in 2022. By offering exorbitant purses and signing bonuses, the circuit continued to lure away PGA Tour players, including recent major championship winners. LIV Golf tournaments often boasted an atmosphere of celebration, complete with live performances, a variety of spectator-oriented activities, and the contentious introduction of shotgun starts that altered the conventional flow and organization of play on the golf course.

The gatherings organized by LIV are distinguished by their magnetic appeal to notable personalities and their exceptional production standards.

Shipnuck emphasizes the unique strategy that LIV Golf employs, focusing on superior production values and a format that emphasizes team competition. Each occasion stood out for its dynamic spectator areas that provided a selection of food options, live entertainment, and ample amenities for participants, all aimed at creating an environment that was livelier and more attractive to a younger demographic than the typical atmosphere at professional golf events. The excitement permeated the tournament as players initiated their rounds simultaneously at various holes, allowing the audience to observe several groups at once.

LIV initially faced challenges in drawing an audience and securing sponsorship backing.

The launch of the LIV Golf tournament sparked a diverse array of reactions. Despite the participation of prominent athletes, the event attracted only a few spectators and achieved just a limited audience through its global YouTube broadcast. The tour's inability to secure any major sponsors was particularly harmful. The sponsors collaborated with both the PGA and European Tours to form a coalition in response to the difficulties presented by LIV, which had become a problematic associate for many businesses, especially after the exclusion of Phil Mickelson. The only major business deal that materialized, a partnership for broadcast rights with the CW Network, fell short of its anticipated success, despite LIV executives touting the network's potential reach of 120 million households.

The legal battles were centered around the pair of golf tours.

Shipnuck provides a blow-by-blow account of the key rulings and developments in the various legal battles between LIV and the PGA/European tours. He documents the tactical moves, escalating interactions among the lawyers, and rulings from different courts and arbitration panels that culminated in settling the matter related to the emergent golf association. LIV encountered a substantial obstacle when a California judge decided that Yasir Al-Rumayyan and the PIF were not protected by sovereign immunity from the discovery process, paving the way for what could be an embarrassing deposition by legal counsel for the professional golf organization. The legal dispute in the United Kingdom concluded with the Tour triumphing over the LIV players. Upon joining the Tour, players tacitly consent to certain restrictions on their freedom, and the Tour maintains the prerogative to safeguard its stance, particularly in the assertion of its authority.

Lawsuits concerning antitrust allegations and corresponding legal disputes.

The discord within the Tour developed into a complex and stormy web, marked by a growing sequence of legal disputes and counter-litigation. In August 2022, LIV commenced a lawsuit against the PGA Tour, alleging violations of antitrust laws in the United States. The governing body of professional golf initiated legal proceedings, alleging unlawful interference by LIV with its contractual agreements, and sought restitution for lost income, harm to its reputation and brand, in addition to punitive damages and legal expenses. A ruling by a California judge has permitted the expansion of the Tour's countersuit to encompass Al-Rumayyan and the PIF, potentially paving the way for scrutiny of the PIF's financial documents. The lawsuit was eventually dismissed, without prejudice, after Al-Rumayyan elected to work in conjunction with the PGA Tour.

Crucial court rulings, such as the European Tour's arbitration outcome,

Golfers involved in the LIV Golf series filed a legal challenge against the penalties levied by the European Tour, which included a £100,000 fine and exclusion from three tournaments for joining LIV events without the necessary approvals. The body overseeing the professional golf circuit upheld its power to establish rules for its players and remained firm in its stance against yielding to the lure of a rival tour. The ruling in favor of the European Tour was particularly fraught for LIV because it undermined the circuit’s claim that its players would be free to pick and choose tournaments and tours. A key argument often made by LIV's player spokespeople, particularly Phil Mickelson, was their belief that the legal system would not uphold the limitations set by the PGA Tour. The ruling on arbitration resulted in some LIV golfers relinquishing their European Tour memberships to avoid continuous sanctions, which consequently disqualified them from competing in the Ryder Cup, an event held in high esteem by European golf enthusiasts.

The growing animosity and competitive strain between participants from each tour.

The conflict was closely linked to the individuals participating in the tour. The launch of LIV Golf ignited intense rivalry by disrupting the traditional economic framework of the European Tour, especially by offering significant monetary rewards to entice top golfers. The confrontation escalated as the contrasting personalities of those involved led to overt proclamations and verbal disputes, with certain players deliberately avoiding any association with individuals linked to LIV golf.

Conflicts, boycotts, and heated exchanges in media interactions

The instances where the paths of the two tours crossed signified the peak of player interactions in intensity. On the Wentworth putting green, a pivotal confrontation occurred as Sergio García and Ian Poulter, aligned with LIV, vigorously contested the position of individuals endorsing the traditional PGA Tour, challenging their moral reservations about the Saudi-backed series. Sergio's exit from the tournament after the first round, without providing an explanation, and his later appearance at a University of Texas football game, further aggravated the irritation among his fellow competitors. Phil Mickelson faced rigorous questioning from the press during the U.S. Open due to his decision to take Saudi funding, and he also faced disapproval from audiences at LIV events who doubted his choices. During the JP McManus Pro-Am, golfers associated with LIV, including Tom Hoge, were excluded from an elite dinner for champions that Tiger Woods had arranged.

The arena of social media has evolved into a battleground where PGA enthusiasts and LIV supporters frequently engage in disputes.

The tour faced escalating hostility, which was amplified by the pervasive impact of social media. Ashley Perez, Pat Perez's spouse, vented her frustration with a profanity-laden outburst on Instagram aimed at her husband's detractors, while Talor Gooch of LIV used Twitter to sarcastically interact with players who showed respect for the time-honored traditions of golf. Rory McIlroy emerged as a vocal advocate for conventional golf communities, voicing his disapproval of Greg Norman and other golfers who received financial backing from Saudi sources, utilizing different channels such as social media and media conferences.

Other Perspectives

• The PGA Tour's stance on suspensions and bans could be seen as an attempt to stifle competition and limit players' freedom to choose where they play.
• The antitrust litigation against LIV could be interpreted as a defensive move by the PGA Tour to maintain its dominant position in the market rather than a genuine concern for fair competition.
• LIV Golf's high purses and bonuses could be argued as a positive disruption in the sport, potentially leading to better compensation for players across the board.
• The superior production values and team competitions at LIV events might be viewed as innovative and a way to modernize the sport, attracting new fans and demographics.
• The initial struggles with audience and sponsorship for LIV could be attributed to the challenges any new venture faces in an established market, rather than a lack of interest or viability of the product.
• The legal battles, particularly the European Tour's arbitration outcome, could be criticized for enforcing restrictive practices that may not align with modern professional sports where players often have more autonomy.
• The animosity and competitive strain between tour participants could be seen as a natural outcome of change within a sport and might eventually lead to a more dynamic and competitive environment.
• The role of social media in the conflict could be viewed as a reflection of the broader societal trend where public figures and organizations are held accountable in more direct and transparent ways.

The strategic and operational methods utilized by each tour experienced a considerable shift.

The rivalry led to significant changes in the business strategies of both LIV Golf and the PGA Tour. Shipnuck provides details on how the Tour responded to LIV's substantial investments by boosting prize pools, creating additional incentives for golfers, and emphasizing its leading players to elevate the enjoyment for viewers, sponsors, and television partners. LIV, meanwhile, concentrated on enhancing its team-based strategy while diligently searching for financial backers and securing a traditional television agreement for broadcasting.

The endeavor of the PGA Tour to establish and sustain its premier status.

In 2023, a coalition of prominent players launched substantial modifications to the professional golf circuit's framework to strategically address the issues presented by LIV. The Tour introduced a series of upgraded events with prize pools that match or exceed those offered by the Saudi-backed circuit. The Player Impact Program established a reward fund of $40 million, designated for the ten Tour participants who excelled in captivating the audience's attention. To fund all of this, the Tour dipped into its reserves and asked its sponsors to significantly increase their contributions.

Enhancing the financial incentives and rewards for elite competitors.

Shipnuck outlines how the PGA Tour responded to LIV's unforeseen competition by offering monetary incentives to keep their top players. The establishment of these exclusive events, characterized by their restricted participation and substantial financial rewards, was a direct result of strategies that echoed those employed by LIV. The organization also enhanced its members' financial benefits by significantly raising the Player Impact Program's stipends and bonuses, a move that some detractors swiftly denounced as a scheme that allocated rewards based on players' fame rather than their skill in the sport.

Competitions of an elite nature were established, featuring restricted access and more substantial rewards.

The PGA Tour launched a set of premier events with select players, influenced by the prominence of stars like Tiger Woods and Rory McIlroy, which offered a significant prize fund of $20 million and removed the requirement for initial qualifying rounds. These "elevated events” were designed to create more star-studded tournaments, with higher stakes, to better serve the Tour’s broadcast partners. The implementation of this system raised worries among players outside the top tier about their ability to remain competitive and preserve their status in less prestigious events, potentially resulting in a situation where the most affluent players could experience a growth in their wealth.

LIV Golf's team-based format and focus on player experience

In the time leading up to its inaugural competition in London, LIV Golf stepped up its initiatives to establish a unique identity in the realm of golf. The tournament's structure, featuring three rounds of play, was a departure from the traditional setup typically endorsed by the Tour. The implementation of shotgun starts often undermined the intrinsic design of the host venue, which was in stark contrast to the approaches taken by the European and PGA Tours. The format of LIV Golf, which is centered around teams and draws inspiration from the PGL proposal, emerged as its most captivating aspect. LIV set out to create team franchises, each consisting of a quartet of players, set to compete in ongoing competitions, culminating in a season finale with a grand prize of $50 million, and permitting changes to team lineups as additional players joined the competition.

Teams were established to operate like franchises and engage in joint competitions.

The first season of the LIV Golf series encountered considerable criticism for its chaotic structure, as teams were hastily assembled and players often changed sides influenced by factors like friendship, common nationality, or more attractive incentives. LIV, following its collective approach, set up twelve franchises, each managed by team leaders, principals, and coaches responsible for guiding the tactics and play of their respective quartet of athletes on a weekly basis. The individuals in the group all wore matching attire. LIV aimed to transform the way prize money is distributed, prioritizing the collective earnings of teams rather than individual player rewards.

LIV's strategy involves utilizing support from Saudi investors to present athletes with unparalleled monetary incentives.

LIV Golf has consistently shown a willingness to invest heavily to secure the players needed to position itself as a formidable international golf tour. The organization is reported to have struck a deal worth $150 million with two-time major champion Dustin Johnson, while it is rumored that Phil Mickelson was offered a contract worth $200 million. Having attained the pinnacle of his profession with the Champion Golfer of the Year accolade, Cam Smith received a financial proposition that paled in comparison to the colossal offer of $100 million. In its first year, the increase in tournament winnings, coupled with a range of incentives and financial support for top-tier golfers, presented a considerable obstacle for LIV when it came to recruiting new talent, including both up-and-coming players and those with average earnings from the tour.

The quest to attract talented athletes and enhance international standings

The rise of LIV Golf is attributable to a mix of monetary enticements, competitive prospects, and significantly, the distribution of points affecting global rankings. The nascent tour aimed to elevate its status by pursuing recognition from the authoritative body that ranks golf on an international scale. Even after securing some of professional golf’s highest-profile players, LIV desperately craved OWGR approval to help woo sponsors and provide its players a guaranteed path into the major championships. This resulted in a vigorous campaign for support and multiple awkward public solicitations that further highlighted the unstable underpinnings associated with LIV Golf.

LIV is actively seeking out top-tier golfers, with a particular focus on those whose careers are on the rise in professional golf.

During the summer of 2022, the financial backing of LIV initiated a chain reaction that led to the signing of one player, which in turn triggered the recruitment of additional players. Brooks Koepka was persuaded to join the league largely due to Dustin Johnson's choice to participate. In August 2022, the decision by Cam Smith to pursue a different path also inspired his compatriots Marc Leishman, Cameron Tringale, and Matt Jones to follow suit. However, despite securing Smith, LIV was unsuccessful in persuading another notable Australian golfer, Adam Scott, who had repeatedly expressed his opposition to the PGA Tour. LIV bolstered its appeal and team composition by securing the talents of James Piot, the victor of the U.S. Amateur championship, Eugenio Chacarra, a rising star in college golf, and the exceptionally talented youth from Thailand, Ratchanon Chantananuwat.

The Official World Golf Rankings' choice to not award points for LIV events.

In its first season, LIV Golf made significant efforts to gain legitimacy through securing recognition from the esteemed international golf ranking organization. Shipnuck provides insight into the various tactics LIV utilized to garner points, even in the face of the OWGR leadership's steadfast adherence to traditional, methodical processes. The board refused to fast-track LIV's application, citing multiple criteria including the need for tournaments to consist of four rounds including a mid-tournament elimination after the initial two, maintaining an average of no fewer than seventy-five competitors over the course of a year, and the obligation to hold a qualifying event before the start of each season, requirements that LIV clearly did not meet.

Building partnerships with corporate bodies and collaborating with media outlets are crucial elements.

LIV Golf, supported by significant investment originating from Saudi financiers, was not concentrated on achieving quick financial gains. Ensuring the future prosperity and endurance of the venture hinged on obtaining corporate sponsorship and successfully negotiating a television contract. LIV sought to draw in global companies to become associated with its teams, thus broadening its reach and creating a compelling narrative that would turn spectators into customers. The failure of those efforts in year one left LIV with no tangible revenue streams other than a few ancillary sponsorship deals.

The PGA Tour's reliance on long-standing sponsorships and significant television contracts.

Concerns about ticket sales were unnecessary for the PGA Tour since they were complimentary for corporate sponsors, who subsequently shared them with their staff and clientele. Broadcasting rights agreements with CBS, NBC, and ESPN served as the primary financial engine for the Tour, yielding an impressive annual revenue of $700 million and establishing it as a globally recognized financial powerhouse in the realm of specialized sports. The Tour's historical reliance on a consistent collective of business backers over the years eventually left it vulnerable to threats when LIV Golf emerged, due to a lack of varied backing.

LIV actively seeks new financial partners and has developed an effective strategy for distributing media content.

The golf league required an effective strategy for media distribution to appeal to the coveted younger demographic. The initial broadcast of LIV Golf on YouTube attracted a relatively small audience, and the subsequent deal for airing it on CW was subject to considerable scrutiny. In 2023, the Tour underscored the importance of teamwork to attract sponsors, while continuing to support personal sponsorships for players and guiding forthcoming contracts toward a team-oriented structure.

Other Perspectives

• The PGA Tour's increased prize pools and incentives could be seen as reactive rather than proactive, potentially indicating a lack of innovation in retaining player loyalty until faced with direct competition.
• Emphasizing leading players might create a disparity and reduce the competitive diversity of the PGA Tour, potentially sidelining emerging talent and narrowing the field of golfers who can realistically compete for top prizes.
• LIV Golf's team-based strategy, while innovative, may not resonate with traditional golf fans who prefer individual competition, which could limit its appeal and growth.
• The Player Impact Program's focus on rewarding players for their ability to attract attention could be criticized for valuing marketability over pure athletic performance.
• The PGA Tour's reliance on a select group of star players for its elite competitions could lead to a less inclusive atmosphere and a perception of elitism within the sport.
• LIV Golf's reliance on Saudi investment raises ethical concerns regarding the source of the funding, which could deter some players and fans from supporting the tour.
• The strategy of offering high monetary incentives to players by LIV Golf could be seen as unsustainable in the long term and might distort the traditional merit-based earning system in professional golf.
• LIV Golf's pursuit of top-tier golfers, especially those on the rise, could be criticized for potentially disrupting the career trajectories of young players by prioritizing financial gain over the developmental benefits of traditional tours.
• The lack of Official World Golf Rankings points for LIV events could be argued as a protective measure by established golf institutions to maintain control over the sport's prestige and governance.
• LIV Golf's initial failure to secure corporate sponsorship and a lucrative television contract might suggest a lack of confidence in the new tour's viability and long-term prospects from the broader business community.
• The PGA Tour's financial stability, while impressive, could be seen as overly dependent on a traditional business model that may need to evolve to remain competitive in a changing sports entertainment landscape.
• LIV Golf's strategy for media content distribution, while aiming to attract a younger demographic, could be criticized for not effectively engaging the existing golf fan base, which is crucial for sustained growth.

The potential for reducing friction and uniting the distinct organizations in the realm of professional golf.

After a year marked by unyielding conflict, the opposing factions began secret talks. Jay Monahan, feeling the necessity to solidify his stance, initially rejected the advances made by Al-Rumayyan, as Shipnuck narrates. Facing escalating legal expenses and diminishing sponsor enthusiasm, Monahan ultimately recognized the prudence in engaging in discussions to understand the opposing perspective. In May of 2023, Al-Rumayyan was involved in a face-to-face meeting at an opulent San Francisco hotel. The revelation that the sport would come under the consolidation of the Public Investment Fund mere days later surprised the world.

The Public Investment Fund entered into private discussions with the PGA Tour.

Shipnuck describes how Yasir Al-Rumayyan made several attempts to engage in discussions with PGA Tour officials with the goal of forming a beneficial agreement. He initially sought guidance from Pascal Grizot, who was at the helm of France's golf administration. But before Al-Rumayyan could meet with Jay Monahan, he was rebuffed by his most formidable rival, Rory McIlroy, who declined to even take H.E.'s phone call.

Significant roles were played by Dunne and Ed Herlihy.

Towards the end of 2022, Sunningdale Golf Club's chairman, Roger Devlin, reached out to Jimmy Dunne, who had recently joined the board of directors for the PGA Tour, suggesting a meeting with a PIF representative to explore a potential agreement. Dunne initially declined to respond to Devlin, who then sent another email emphasizing the harmful impact on the Tour's image due to the continuous influx of players signing up with LIV and stressing their conviction in LIV's eventual triumph, primarily because of its significant financial support. Dunne arranged to meet Devlin over coffee in Florida during January, aiming merely to rekindle their acquaintance rather than pursue any particular objective. Then Dunne ceased all communication with Devlin, echoing the way Monahan had earlier ignored Majed Al-Sorour two years prior. Tiger Woods played a pivotal role in arranging a gathering in London that Dunhan supervised with Al-Rumayyan.

The formation of a new organization was a direct result of the Tour.

In April 2023, Dunne initiated contact with Al-Rumayyan, signaling his interest in starting a conversation and potentially setting up a face-to-face meeting. Within a week of making the decision to act, Dunne, accompanied by his colleague Ed Herlihy from Augusta National, initiated negotiations with Al-Rumayyan upon their arrival in London. As they savored cigars over the evening meal, the Americans came to understand that H.E.'s actions were driven by a desire for acknowledgment and acceptance within the esteemed golfing circles of Dunne. The group issued a firm instruction to Monahan, who faced conflicting emotions: "You must set aside your ego and participate in the dialogue."

The challenges associated with uniting the Tour with its sports professionals.

The ongoing aim is to unify the sport once again. Forming a collaborative partnership with the PIF might be a lengthy process, possibly extending over months or years, and would require meticulous attention to operational details along with the inclusion of the athletes.

Addressing the animosity and distrust between PGA Tour and LIV loyalists

In his first year leading the PGA Tour, Jay Monahan committed to earning the trust and allegiance of the players, and with the emergence of LIV Golf as a rival, he successfully fostered solidarity, always prioritizing the concerns and priorities of the tour's participants. Then, in what seemed like a blink of an eye, he relinquished command of the Tour to the very group he had once criticized, even though he had earlier established a basis of trust. His meticulously constructed persona of an honorable gentleman was instantly shattered. He admitted at a press conference, with considerable regret, that he anticipates being branded as deceitful. Among the Tour's supporters, the response was particularly severe: "I must express my admiration for @PhilMickelson, whose observations over the past few years have been incredibly accurate," tweeted Dylan Wu, a player distinguished by his accomplishments in the sport. His forthright demeanor garnered significant attention from the press, which in turn led to a broad acknowledgment of his accurate evaluations and the realization that the PGA Tour operates at its own volition. LIV conveyed understanding for the PGA Tour players who were under the impression that certain promises would be kept, only to find them unfulfilled. The outcome we were promised has indeed come to pass. From my perspective, it's rather disheartening to see that participants on the PGA Tour seldom secure victories. I hope they find a way to ensure their value is acknowledged on par with ours in LIV.

The developing structure was shaping the future role of LIV Golf.

What is the fate of LIV Golf should a consolidation of the two tours take place? After reaching an initial agreement, it was of utmost importance that players and executives involved with LIV diligently pursued detailed knowledge about the events as they developed. Initial accounts suggested that LIV Golf was contemplating halting its autonomous activities to integrate into an initiative overseen by the PGA Tour, with monetary backing from the Public Investment Fund. Al-Rumayyan, however, had other intentions. After the introduction of NewCo, he assured the team leaders with conviction that LIV would keep its full schedule of events, a point that Greg Norman echoed during a Zoom call with LIV employees who were worried about their employment stability. The men often called Al "the Investor."

Other Perspectives

• The secret talks between opposing factions might not necessarily lead to a reduction in friction if underlying issues are not adequately addressed.
• Monahan's initial rejection of advances could be seen as a strategic move to maintain a position of strength rather than a lack of prudence.
• Private discussions with PGA Tour officials do not guarantee a beneficial agreement for all parties involved, especially if there are conflicting interests.
• The significant roles played by Dunne and Ed Herlihy could be scrutinized for potential conflicts of interest or lack of transparency.
• The formation of a new organization as a direct result of the PGA Tour's actions might not address all stakeholders' concerns and could lead to further divisions.
• Forming a collaborative partnership with the PIF may raise ethical or strategic concerns, given the PIF's nature and origins.
• Addressing animosity and distrust between PGA Tour and LIV loyalists may require more than just unification talks, such as structural changes and transparent communication.
• The future role of LIV Golf in the consolidation of the tours might not be as secure as suggested, depending on the evolving dynamics and agreements between the parties.