LIV Loses Saudi Lifeline

Afternoon Edition

April 30, 2026

The Public Investment Fund of Saudi Arabia announced it is officially ending its funding of LIV Golf on the same day the league announced a new board structure led by two corporate restructuring experts.

—David Rumsey

First Up

Iranian soccer officials were denied entry into Canada, where the FIFA Congress is meeting. Canada’s foreign affairs minister said it was “unintentional.” Read the story.
Puma is pushing back after world-champion sprinter Abby Steiner alleged in a lawsuit that its shoes caused career-ending injuries. Read the story.
Michigan can expect to spend over $10M between revenue-sharing and NIL deals in another men’s basketball title run, coach Dusty May tells FOS. Read the story.
After the MLS commissioner called a Vancouver politician a “liar” in a tweet amid the Whitecaps sale fight, he later said his account was “compromised.” Read the story.

Saudi PIF Confirms LIV Exit; League Creates New Exec Board

Raymond Carlin III-Imagn Images

The Public Investment Fund of Saudi Arabia is officially ending its funding of LIV Golf, the sovereign wealth fund announced Thursday.

“PIF has made the decision to fund LIV Golf only for the remainder of the 2026 season,” the PIF said in a statement. “The substantial investment required by LIV Golf over a longer term is no longer consistent with the current phase of PIF’s investment strategy. This decision has been made in light of PIF’s investment priorities and current macro dynamics.”

LIV’s 2026 season has seven more events, starting next week with LIV Golf Virginia at Trump National Golf Club Washington, D.C., and running through its team championship in Michigan Aug. 27–30.

Earlier Thursday morning, LIV announced a new executive structure as the league fights for survival amid losing funding from the PIF.

LIV’s new independent board is being led by two corporate restructuring experts as the league “focuses on securing long-term financial partners to support its transition from a foundational launch phase to a diversified, multi-partner investment model,” according to the league.

“The LIV Golf Board has created a committee of independent directors to evaluate strategic alternatives for its future beyond PIF’s funding horizon,” the PIF’s statement continued. “LIV Golf has substantially grown the game globally through its transformational and positive impact. It has forever changed the game of golf for the better. PIF remains committed to deploying capital internationally in line with its investment strategy, including its substantial current and future investments in various sports as a priority sector.”

Pirinate Consulting Group CEO Eugene Davis will serve as chairman of LIV’s new independent directors committee. For nearly three decades Davis has worked with major companies like Trump Resorts, Delta Air Lines, Weight Watchers, and others, typically serving as a director, chairman of the board, interim CEO, chief restructuring officer, or other transitional role to assist companies in crisis.

LIV’s other new board leader is Jon Zinman, the founder of consulting firm JZ Advisors. Zinman currently sits on the boards of Azul Airlines, Keenova, Maker’s Pride, Belk, and Par Health.

PIF governor Yasir Al-Rumayyan has served as the chairman of LIV’s board since the league’s inception. Thursday’s announcement from LIV did not mention Al-Rumayyan, but the PIF is expected to soon make an announcement of its own confirming his impending exit from LIV.

In Thursday’s announcement, Davis said he sees “a clear opportunity to help the league formalize its structure, attract and secure long-term capital, and position the business for growth.”

LIV CEO Scott O’Neil has said multiple times that the league is searching for new investors amid questions about its future.

Earlier this week, LIV canceled LIV Golf Louisiana, the league’s debut event in New Orleans originally scheduled for late June. The event could be rescheduled for the fall, according to LIV.

LIV has said that through its first five events of this season, yearlong revenue was tracking $100 million ahead of 2025. The league expects four events and ten teams to be profitable in 2026. In recent months, there have been conversations with potential investors about acquiring minority stakes in some of LIV’s franchises, which are currently owned 25% by team captains and 75% by the league.

LIV drew crowds of more than 100,000 at both its South Africa and Australia events.

The New Era of Sports Media

The sports media landscape has rapidly evolved, with live sports packages going to streamers, on-air talent creating their own empires, and women’s sports surging.

The biggest names at the center of it all will be in the room for our third year of Tuned In, presented by Elevate, on Oct. 13 at The Times Center in Manhattan.

Last year’s event featured big league commissioners like Adam Silver and Rob Manfred, network heads like Jimmy Pitaro and Eric Shanks, and on-air talent like Maria Taylor, Stephen A. Smith, and Greg Olsen for candid, newsmaking conversations in New York City.

LOUD AND CLEAR

Back to School

Jan 29, 2026; Washington, District of Columbia, USA; Former Washington Wizards guard John Wall looks on before a game against the Milwaukee Bucks at Capital One Arena. Mandatory Credit: Daniel Kucin Jr.-Imagn Images

Daniel Kucin Jr.-Imagn Images

“We see this as a launching point for his executive career.”

—Daniel Marks, GM of Howard University’s men’s basketball team, on bringing longtime Wizards point guard–turned–Prime Video commentator John Wall on as the Bisons’ president of basketball operations.

Wall previously told Front Office Sports that he always “wanted to be a general manager of a team,” and Marks believes this role will help him prepare. “We can help him get the … skills that would translate to him for a future front office career and align our program with one of the most impactful players in Wizards history,” Marks told FOS. Read the story.

FRONT OFFICE SPORTS LIVE

Belonging As a Business Strategy

As the world’s attention turns to the global game this summer, one thing is clear: The organizations that win aren’t just building audiences—they’re building belonging.

In sports, fandom is a blueprint for loyalty. Teams have long mastered what many industries are still chasing: how to create emotional connection at scale, design seamless experiences across every touchpoint, and turn moments into lasting relationships.

Now, those same expectations are shaping every industry.

Join us June 11 in Los Angeles for Future of Sports: The Business of Fandom.

We’ll explore how purpose-driven fandom, AI-powered personalization, and real-time infrastructure are redefining engagement—and what every business can learn from sports’s ability to turn customers into communities.

Space is limited—request to attend.

STATUS REPORT

One Up, Two Down, One Push

Puma

Puma ⬇ The German sportswear manufacturer saw quarterly sales fall 6.3% (1% if adjusted for currency effects), with lower sales in the Middle East, partially due to the ongoing conflict between the United States and Iran. The brand’s net profit, however, increased in the first quarter. This comes amid an ongoing lawsuit against Puma from sprinter Abby Steiner, who claims the brand’s shoes caused her career-ending injuries.

Amazon ⬆ The retailer and streaming service is partnering with Duke, streaming three of the school’s nonconference men’s basketball games during the 2026–27 season. The partnership also includes exclusive NIL opportunities and a retail partnership to be announced later. The move is Prime Video’s first foray into college sports. Duke (as well as all other ACC schools) also has a partnership with ESPN.

Srixon ⬇ Five-time major championship winner Brooks Koepka’s endorsement deal with the golf equipment manufacturer has ended. After signing with the company in 2021, Koepka won the 2023 PGA Championship using Srixon clubs but had switched to a Titleist ball multiple times during his contract.

Jessica Campbell ⬆⬇ The NHL’s first female coach will not return to the Kraken as an assistant after two seasons with the team, per ESPN. Campbell’s contract with the team expires this season, and she has reportedly received interest from other teams. Seattle is supportive of Campbell’s move and has left the door open to her returning to the organization in another capacity.