• Loading stock data...
Tuesday, July 1, 2025

What We Heard in Augusta: Tiger Effect, State of LIV Talks

The Masters Tournament is the most popular major championship, and the place where the golf industry gets the most business done.

Grace Smith-Imagn Images

AUGUSTA, Ga. — The Masters Tournament is not only the first and most popular major championship of the men’s golf season. It’s also the place where the most business in the sport gets done in one week.

While the world’s top golfers compete at Augusta National Golf Club, the top power brokers in golf gather in town to hash out current affairs and plan for the future.

After spending the week in Augusta, Front Office Sports has three big takeaways from the scene about the state of professional golf, and what might lie ahead.

  1. The Masters wants the PGA Tour and LIV Golf to figure it out.

“I think we all agree that four times a year is not enough to have the great players of the game together,” Augusta National chairman Fred Ridley said Wednesday at his annual pre-Masters press conference.

That may seem like a no-brainer comment. But the Masters doesn’t need any single player, tour, or league. It’s the biggest tournament in golf, and will almost assuredly thrive no matter the state of professional golf.

It would be easy for Augusta National to stay out of the merger talks, and continue to capitalize on being the first time each year when PGA Tour and LIV players meet. But having the support of the most powerful entity in golf can only be a good thing for efforts to unite the two tours. 

While Ridley wouldn’t say what he thinks a reunion should look like, one sentiment I heard from multiple insiders is that if there isn’t a full-blown merger in the next 12 months, there could at least be momentum for a co-sanctioned event between the PGA Tour and LIV Golf.

  1. LIV’s new leader doesn’t sound concerned about his tour’s existence.

I caught up with Scott O’Neil, who took over LIV’s CEO position from Greg Norman in January, on Thursday afternoon at the 18th green. 

O’Neil was invited by Augusta National, unlike Norman the previous two years. “We’re pleased to have him as our guest,” Ridley said Wednesday. “Although I don’t have any specific plans to meet with him, I know that we will have some discussions with him, and we’re happy that he’s here.”

As we watched LIV’s Bubba Watson, a two-time Masters winner, conclude his first round with an impressive up-and-down par from more than 100 yards out, it was clear that O’Neil—most recently the CEO of theme park operator Merlin Entertainments after a stint running the 76ers and Devils—is relishing his return to sports.

O’Neil happily shared some stories about coaxing extra media hits out of LIV’s top players and his recent interactions with President Donald Trump, who owns the course LIV played at in Miami earlier this month. O’Neil was obviously hopeful a LIV player might take the Green Jacket, and Bryson DeChambeau nearly did it before a tough finish to his final round.

My biggest takeaway after talking to O’Neil? He sounds more than content with where LIV Golf stands right now—deal or no deal with the PGA Tour. 

  1. The Tiger Woods effect persists.

The five-time Masters champion was supposed to be in Augusta last week to play in the Masters and for the announcement about him designing a nine-hole short course in town. But his Achilles injury kept Woods out of the tournament. His absence contributed to a drop in early-round TV ratings, compared to last year, when he did play.

While the crowd following Rory McIlroy and Bryson DeChambeau was huge on Sunday, the fandom for those two—and all the other top players—still pales in comparison to that of Woods. Still, I was surprised (maybe I shouldn’t have been) at how many Sun Day Red logos I saw around Augusta National at the Masters. Less than a year after Woods launched his apparel brand, it looks like his post-Nike business plan is coming together nicely, even if the new tiger logo is dealing with a few trademark disputes.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

ESPN, MLB Relationship May Not Be Over After All

The parties restart rights talks amid a high-profile divorce in February.

College Sports Revenue-Sharing Underway As More Changes Loom

July 1 marks the first day schools can directly pay players.

What Would a LeBron James L.A. Exit Look Like?

ESPN’s Bobby Marks said “there isn’t” a trade market for James.
Rob Manfred, Commissioner of the MLB, speaks to the media during Cactus League media day at the Arizona Biltmore on Feb. 18, 2025, in Phoenix.

Manfred, MLB Owners Pitch Directly to Players Ahead of CBA Expiration

Owners see a disconnect between union leadership and individual players.

Featured Today

The Battle Over Wimbledon’s Ambitious Expansion Plan

A classic NIMBY standoff on one of the most hallowed grounds in sports.
Seattle Rough & Tumble
June 28, 2025

Women’s Sports Bars Are on the Rise. Survival Isn’t Guaranteed

Some women’s sports bars are cashing in. Others are clawing for funding.
June 27, 2025

Shitposters Have Taken the Reins of Pro Sports’ Official Voices

Meet the social media pros turning sports teams into internet trolls.
Jun 17, 2025; Sunrise, Florida, USA; Florida Panthers center Sam Reinhart (13) hoists the Stanley Cup after winning game six of the 2025 Stanley Cup Final against the Edmonton Oilers at Amerant Bank Arena
June 26, 2025

Stanley Cup’s International Summer Tour: Rules, Repairs, and Raucousness

No pro trophy tour compares to the NHL’s three-month global victory lap.
Nov 16, 2024; Washington, District of Columbia, USA; Washington Spirit owner Michele Kang celebrates during a team celebration lap after the playoff semifinal match against NJ/NY Gotham FC at Audi Field.

Michele Kang to Lead Lyon As UEFA Delays Multi-Club Ownership Ruling

Lyon’s Europa League fate remains unclear as Michele Kang replaces John Textor.
June 30, 2025

NHL Free Agency Begins With Big Money but Modest Star Power

Teams will look to take advantage of an enlarged salary cap.
Jun 10, 2025; Houston, TX, USA; Houston Texans wide receiver Jayden Higgins (81) participates in a drill during an NFL football minicamp at NRG Stadium.
June 30, 2025

30 of 32 NFL Second-Round Draft Picks Remain Unsigned

Some rookie training camps start in under two weeks.
Sponsored

Hottest Matchups Following NFL Schedule Release

The NFL released the 2025 regular-season schedule, and anticipation is already building in the ticket marketplace with four months to go.
Jul 9, 2024; Los Angeles, California, USA; The WNBA logo on the court at Crypto.com Arena.
June 30, 2025

WNBA Lays Out Plans to Expand to 18 Teams

Each team paid a $250 million expansion fee.
June 29, 2025

Wimbledon Opens With Record $73M in Prize Money and New Rivalries

Record-setting money and heightened competitive dynamics mark the oldest tennis major.
June 29, 2025

With LeBron Staying, Eyes Turn to Deep Pool of Impact Role Players

The 40-year-old opts into another season with the Lakers.
NHL
June 27, 2025

NHL Players, Owners Agree to More Games, Shorter Contracts Ahead of Cap..

An 84-game season is likely coming in 2026.