Alternate Shot: What if LIV Golf Enters the Women's Game?

Adam Woodard: It’s become abundantly clear that LIV Golf isn’t going anywhere, in more ways than one. 

After a town hall meeting with new PGA Tour CEO Brian Rolapp, players said there was “no resolution in sight” as far as discussions with Saudi Arabia’s Public Investment Fund are concerned and that LIV Golf’s team aspect remains a sticking point for PIF governor and LIV chairman Yasir Al-Rumayyan.

During an appearance on the Rick Shiels podcast, new LIV CEO Scott O’Neil said, "I think (the PGA Tour will) for the foreseeable future have a dominant position in the U.S. And I think (LIV Golf will) be the dominant player in the world."

Questionable word choice aside, LIV has been steadfast in forging its own path forward by bringing on new league and team sponsors and venturing to new locations, all despite poor TV ratings following a move from the CW to Fox for this season. Where the league could make legitimate inroads within the game is on the women’s side of things. Saudi Arabia has been investing in women’s golf since the 2020 introductions of the Aramco Team Series and Saudi Ladies International on the Ladies European Tour. Over the last five years, notable players such as Nelly Korda, Jeeno Thitikul, Charley Hull, Lexi Thompson, Ruoning Yin, and Lilia Vu have all competed in the Saudi-backed events. O’Neil told Shiels that LIV could enter the women’s game in “the next two to three years.” 

Meg, how concerned should the LPGA be?

Meg Adkins: They should be very concerned, but I don't believe this latest development puts the LPGA in any sort of panic mode. The concern level for the Tour has been high since LIV's inception. The women's game has always been ripe for the picking, but LIV's interest in disrupting it up to now has been mild at most. O'Neil clearly isn't planning for a quick or hostile takeover. Entering the women's game in two years shouldn't set off any alarm bells, and maybe moves LIV's interest from mild to medium. If the past few years have taught us anything, what LIV says and what LIV does are rarely aligned.

It's not like Saudi involvement in women's golf would be a new development, either. The combined purses for the Aramco Team Series events on the LET account for a third of the tour's total prize money. The LET is already the LET presented by Saudi Arabia. They just haven't updated the letterhead. With LET CEO Alexandra Armas announcing her departure this fall, there will be another new boss in women's golf. The LET could go even further down the road with Saudi Arabia and put its partnership with the LPGA in an awkward position.

One factor that lessens the LIV concern is that LPGA leaders won’t repeat the mistakes of Jay Monahan in dealing with the LIV leadership. Don't expect to see any jabs about "legacy, not leverage," or letters beginning "Surely you jest." With barely any financial footing to stand on, the only option for LPGA leadership is to show a willingness to listen to potential proposals. Former interim commissioner Liz Moore already met with O'Neil back in February. In his first press conference, new LPGA Commissioner Craig Kessler said, "Anyone willing to have a conversation will be welcome."

A willingness to discuss potential investments is smart, sound leadership from Moore and Kessler. It could help avoid some of the contention and cattiness on the men's side that we've all grown tired of in recent years. Future talks will likely be amicable. The LPGA can't afford to upset an organization that could gobble it up with a snap of a finger. Let's be clear, though: There's a long path from initial meetings to inking a deal. We haven't even addressed the giant elephant in the room of a women's sports league becoming more aligned with a government that has a despicable history in how it treats its female citizens.

Even if Kessler hates the idea of partnering with an organization that shares zero of the values the LPGA has stood for throughout its 75-year history, he can't afford to make those feelings public. The pushback, if there is any, has to come from the players. As you noted above, Adam, most of the top players have already taken checks from the Public Investment Fund. If an offer gets presented to the players, I'm not sure that pushback happens. Do you agree?

Adam: For the most part, I do. I’m sure some players will dig their feet in and stand up against the Saudi sportswashing efforts, and I’m also sure more will use the Dustin Johnson “I’m not a politician” card and play. Human rights will always be mentioned when it comes to Saudi involvement in sports, especially on the women’s side. For some, that will be a dealbreaker, but we’ve already seen that it’s not for most.

From a business perspective, it makes sense, right? Eamon Lynch wrote a great column for Golfweek back in 2021 on need vs. greed that still holds up today. The status of the PGA Tour compared to the LPGA, and the LPGA compared to the LET, for that matter, makes for an impossible comparison. It’s a tough paycheck to turn down.

What I’m most curious about is what this will look like. After its losing gamble in the men’s game, does the PIF invest in the already established women’s tours? Or will it try for another takeover, seeing as the LPGA and LET are easier targets compared to the PGA Tour?

‍Meg: That's exactly what to watch for in the coming months if (and it's still a big if) talks do begin. Walking that tightrope will be the responsibility of Kessler. Right out of the gate he's going to be tasked with the delicate dance of opening the door to LIV and pushing them towards the path of continued investment instead of a full takeover, all while working to win over the players he represents without things spiraling out of control into another pro golf schism. Welcome to the new gig, Craig!

‍This piece originally appeared in the Fried Egg Golf newsletter. Subscribe for free and receive golf news and insight every Monday, Wednesday, and Friday.