Seth Waugh, the CEO of PGA of America, recently called LIV Golf a “failed economic experiment,” emphasizing its lack of sustainability and economic viability. Speaking to Golfweek, Waugh explained that the LIV Golf-PGA Tour merger was inevitable due to the shortcomings of LIV Golf and the mutual need for a resolution between the two entities.
Key Points from Seth Waugh’s Comments:
1. LIV Golf’s Economic Challenges
Waugh criticized LIV Golf’s business model, stating it lacked a superior product and viable pricing, two essentials for successful disruption.
> “No way you can say they’re a superior product and they have no pricing because there’s no economics. It’s not sustainable.”
🚨⛳️❌ FAILED EXPERIMENT — In a wide ranging exclusive with @golfweek, former PGA of America CEO Seth Waugh says the LIV Golf League is not economically sustainable and not a superior product, adding that both sides desperately need a deal.
“I think there will be a deal for a… pic.twitter.com/vqQQmYOBPE
— NUCLR GOLF (@NUCLRGOLF) January 21, 2025
He argued that even with substantial financial backing, the continued monetary losses are untenable.
> “I don’t care how much money you have, burning it doesn’t feel very good.”
2. Necessity of a Deal
According to Waugh, both LIV Golf and the PGA Tour need to finalize the merger to address broader challenges within the sport. He noted that the delay in finalizing the deal, which began in June 2023, was causing stagnation.
> “Both sides need a deal, and I think now you have a new administration that’s gonna be much more deal-friendly.”
3. Impact on Golf and Sponsors
Waugh acknowledged that golf’s popularity and sponsorship returns were declining, creating additional pressure for the circuits to resolve their differences. While not calling it a crisis, he described the ongoing delays as a “dull ache” that required resolution.
4. Background on the Merger
The LIV Golf-PGA Tour merger, announced in mid-2023, aimed to unify the two rival leagues under the banner of PGA Tour Enterprises. While initially scheduled to be completed by the end of 2023, the deal was delayed and remains unresolved. Fans and stakeholders are hopeful for a resolution with the start of the new golf season.
Waugh’s comments underscore the urgency for a resolution and highlight the broader implications for professional golf’s future.