As the CEO of a new private golf business whose mission statement is to “unlock the sport’s untapped potential,” Greg Norman made a promise in LIV Golf Investments’ inaugural press release recently.
“This is only the beginning,” Norman said. “LIV Golf Investments has secured a major capital commitment that will be used to create additive new opportunities across worldwide professional golf.”
Rest assured that commitment won’t stop at $200 million to prop up 10 full-field Asian Tour events, as was announced in October. Norman and his bottomless well of the Saudi Arabian-backed Public Investment Fund have bigger plans that are anticipated to be unveiled in the near future. The specifics of whatever exclusive world tour, which would enrich any high-profile players who sign on, have not been released, but it would certainly be a rival and disruption to the established order of the PGA and European Tours.
While the rumored and proposed renegade tour concepts have encountered a plethora of worthy skepticism from every corner of the golf world, one notable port seems to be taking it very, very seriously – Ponte Vedra Beach, Florida. With a marquee figurehead like former world No. 1 Norman and an oily checkbook at his disposal, the PGA Tour considers whatever comes of it enough of a threat to wage a series of countermeasures aimed at its top-tier demographic wallets: strategic alliance with the European Tour; a $40 million Player Impact Program; a $20 million Players Championship purse; $35 million cumulative tournament purse increases; $15 million added to overall FedEx Cup payout and $50,000 stipend for anyone who plays a minimum 15 annual tour events.
Without any concrete specifics for what Norman means by “only the beginning,” it seems clear this venture can afford to play the long game that might bring the PGA and European tours to heel and give Norman a seat at golf’s global commissioners’ table.
The PGA Tour is trying to stave off potential attrition with a combination of honey and vinegar (threats of suspension or expulsion for anyone who competes in a start-up league … subject to potential lawsuits). But it’s fair to say that if the PGA Tour isn’t laughing it off, the rest of us shouldn’t either. Because there is a path to success for a new Norman-led tour that doesn’t entail immediate wholesale participation by the top 30 players in the Official World Golf Ranking.
Without any concrete specifics for what Norman means by “only the beginning,” it seems clear this venture can afford to play the long game that might bring the PGA and European tours to heel and give Norman a seat at golf’s global commissioners’ table.
Of course, it’s still only increasingly thickening smoke at this point. The fire sparks if/when a schedule and a list of contracted players gets released. It doesn’t take much imagination to understand there’s at least one golf property owner spurned by the game’s establishment with a cache of courses in the U.S., Ireland, Scotland, Indonesia and Dubai willing to supplement any Saudi Arabian venues.
Even if cash and courses are secured, however, none of it matters without the players. And that’s where the skeptics are selling the Norman/Saudi operation short. While prominent players like Rory McIlroy, Jon Rahm and Justin Thomas have declared their allegiance to the PGA Tour, that doesn’t necessarily bury the idea. Others are willing to listen when guaranteed annual salaries comfortably in eight figures and average purses greater than or equal to the richest established events are bandied about.
It wouldn’t require a massive exodus of prime talent for a rival tour to establish a foothold. An attractive limited field could be put together with some strategic acquisitions that could serve as a launching point and proof of viability. If those renegades not only prosper but thrive when it comes to access to world ranking points and majors despite whatever punishments the PGA and European tours mete out, other top players will surely take notice and their allegiances would be tested. So too would the resolve of the current tours to stand pat if enough talent gets siphoned.
If given the chance to be Norman’s recruiting coordinator, here’s one modest blueprint – all names are purely speculative for the sake of argument – for assembling a viable alternative that could strike the fear of the golf gods in the status quo.
Headliners: Norman doesn’t need to steal the entire OWGR top 10 to get started. Just one or two first-tier players could be enough. You think Bryson DeChambeau and Brooks Koepka would move the needle? DeChambeau famously dances to his own tune and wants to shift the golf world outside all the boxes. Koepka’s disdain for ordinary tour events is apparent as he makes clear he only really cares about winning majors. Both players are exempt into the major championships for the foreseeable future. They might just have a lot more to gain financially than lose legacy-wise from being first responders to Norman’s venture.
Golden parachutes: This is fertile territory for the Saudis to exploit with hard cash. Phil Mickelson, 51, has seemed ready to sign on since day one. Lee Westwood, 48, is an eager listener, though a looming Ryder Cup captaincy could give him pause. Pádraig Harrington already had his captaincy, so maybe banking eight figures up front would be preferable to toiling on the senior circuit for relative chump change. Forty-somethings Henrik Stenson, Justin Rose, Adam Scott, Matt Kuchar and Paul Casey would be well-regarded candidates to flesh out the tee sheet with name value.
Rank and file: The best college football foundations are built upon the backs of quality three- and four-star recruits. This is where the sales pitch to get in on the ground floor is attractive to those second-tier stars who aren’t getting much captain’s pick consideration. You think guys like Kevin Kisner, Billy Horschel, Kevin Na, Alex Noren, Branden Grace or Victor Perez might be swayed by money that can set up their heirs for generations? It’s not like they’re chasing Hall of Fame induction. Same goes for consistent million-dollar earners like Charles Howell III, Brandt Snedeker and Charley Hoffman, whose pensions are secure but could substantially increase their bank AND have a better chance to boost the relevance of their career portfolios against elite competition in short-field events.
Wildcard: Two words with cult-like potential – Anthony Kim. The world’s most interesting golf recluse has remained on the sideline since 2012, reportedly because he’d have to pay back an insurance policy between $10 to $20 million if he returned from “career-ending injury.” Kim was a comet from 2005-10, making 11 birdies in one round at the Masters and playing starring roles for American teams in every Cup from Walker to Ryder to Presidents. If the Saudis covered Kim’s insurance payback, gave him an even fatter eight-figure replacement check and coaxed him into returning to compete again at age 36, they’d be hailed as heroes to a grateful golf fan base.
Trump card: No, not the same card that may provide some venues. We’re talking golf’s ultimate winning hand. We still have no idea whether or not Tiger Woods will ever be healthy enough again to compete (especially as soon as 2022) or if he even wants to. And assuming he can/does, it’s possible that mandatory attendance in events might be a deal breaker for the soon-to-be 46-year-old. But perhaps Norman can make one exception for the only guy to rank No. 1 in the world more weeks than he did (683 to 331, for those counting at home). Securing any kind of presence and participation by Tiger would pay off a hundred-fold in exposure and legitimacy. If he loses a bidding war with Norman, there’s no way PGA Tour commissioner Jay Monahan banishes Woods and that house of cards crumbles.
Some combination of these ingredients combined with qualifying global filler would be enough for Norman and his determined backers to make a go of it. If those defecting pioneers maintain world-ranking relevance and remain competitive in major championships all while raking in guaranteed cash on a scale golfers have never seen before, it will make other superstars have second thoughts about what golf in the 21st century should look like.
If that happens, the established tours would be forced to ease up restrictions on their independent contractor talent if they ever hoped to see the world’s best compete on their legacy tour stages.
That’s the kind of untapped potential Norman has been trying to unlock for more than a quarter century, and he just might have the juice and the patience to pull it off this time. Anyone shrugging off whatever this venture turns out to be does so at their own peril.