Greg Norman Gets a Massive Win Over Jay Monahan as $65.5B-Valued Giant Turns Ally Mid-Season

Who holds the upper hand in the rivalry between the PGA Tour and LIV Golf? The answer keeps fluctuating, and currently, it appears that Greg Norman has the advantage! The proposed deal between the PGA Tour and the Public Investment Fund (PIF) has been facing continuous delays, with both parties yet to conclude, despite “active discussions” going on. The delay does not seem to impact LIV, but it is sure to affect the Jay Monahan-led league as sponsors like RBC Bank have begun to question the stability of the PGA Tour.

Considering that Monahan often finds solutions to such issues, as demonstrated recently, the shaving brand Barbasol has sponsored the PGA Tour event in Kentucky since 2018. However, Barbasol announced they would no longer continue their sponsorship after 2023. In response, the fourth commissioner announced ISCO as the new title sponsor for the tournament, which will take place from July 11th to 14th in Nicholasville, Kentucky.

ISCO Industries, a provider of piping solutions with nearly $500 million in revenue, has signed a sponsorship agreement with Monahan for the entire 2024 season. Interestingly, Greg Norman’s LIV Golf will also make a significant announcement: they are partnering with Maserati, according to Sports Business Journal. Maserati, a luxury car brand valued at approximately $65.55 billion, will be featured at three upcoming LIV tournaments.

This week in Houston, Maserati will serve as the official automotive partner for the league. The brand will also hold this designation at events in Nashville later this month and in Chicago in mid-September. Although the financial details have not been disclosed, it is confirmed that Maserati’s branding and products will be prominently featured at the events and will be integrated into LIV’s broadcasts on The CW as well. This will include hospitality and other experiences for fans and customers. This move by Norman certainly surprised the community, as no one anticipated it. All eyes were on the PGA Tour-PIF meeting in New York.

The meeting between the PGA Tour transaction committee and PIF

It’s been exactly a year since the initial announcement of the PGA Tour-PIF deal, and since then, there have only been updates without any conclusive agreement. Earlier, the merger was supposed to be finalized by December 31, 2023, and then when that did not happen, the speculations were that it would be done by the Masters.

However, recent updates revealed that on June 7th, the PGA Tour’s transaction committee, which includes Adam Scott, Jay Monahan, and Fenway Sports Group’s John Henry, met with the PIF in New York. As it unfolded, many began to speculate that this time fans might receive some updates regarding the long-awaited $3 billion deal, if not a conclusion.

As of now, there hasn’t been any update from either circuit regarding the deal. What are your thoughts on this recent move by Greg Norman? Do you believe the merger will finally conclude this time, or will it be pushed further? Share your thoughts in the comments below!