Having been in the business of producing golf tournaments and refining how professional events operate for close to four decades, Hollis Cavner understands the inevitable ebb and flow of the PGA Tour’s evolving business model. As CEO of Florida-based Pro Links Sports, which operates or consults on six events on the big tour and PGA Tour Champions including this week’s Valspar Championship, Cavner and his group have found the potential challenge of a fractured game to be a learning opportunity. “It was tough the first year because there was so much dissension,” Cavner said, referencing the LIV Golf earthquake that hit in 2022. “The last year and a half it hasn’t been a big deal. We just signed two sponsor renewals [Valspar and 3M]. “We’ve been fortunate. What it did create is everybody is starting to look at how can we do more for the sponsor. We always were working our butt off trying to do it, now it’s more imperative to really show value and ROI.” Cavner’s experience at a time when asking more from sponsors means delivering more to ...