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Former PGA of America CEO Seth Waugh has labelled LIV Golf a ‘failed economic experiment’ that is ‘unwatchable’.

Waugh, 66, was speaking to Eamon Lynch of Golfweek when he predicted that a deal to unite the men’s professional game will eventually be struck because LIV isn’t a ‘superior product’.

“I think there will be a deal for a couple of fundamental reasons.

“LIV is a failed economic experiment. Disruption needs one of two things, hopefully both: you need a better product, or you need better pricing.

“No way you can say they’re a superior product and they have no pricing because there’s no economics.

“It’s not sustainable. I don’t care how much money you have, burning it doesn’t feel very good.

“And I don’t see any way out for them. I don’t see light at the end of the tunnel where it’s gonna transform that league. So, they need a deal.”

The warring sides have been in negotiations over a deal since a ‘Framework Agreement’ – which includes the DP World Tour – was signed in June 2023.

But LIV, bankrolled by the Saudi Arabian Public Investment Fund, and the PGA Tour are yet to see eye to eye.

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While Waugh also argued a future broadcast model should not replicate LIV’s current format, the American said the PGA Tour also ‘needs’ a deal.

“There’s no question fandom is shrinking, and sponsors are getting edgy because they’re being asked to pay more for something that’s less.

“Both sides need a deal, and I think now you have a new administration that’s gonna be much more deal-friendly than the last.

“And a president who likes the game and wouldn’t mind being the guy that fixed golf.

“There are lessons from LIV though. The F1 model of better players playing more often against each other has created changes in the Tour that are helpful. And the broadcast needs to get modernised.

“I don’t mean LIV broadcasts are the model because they’re unwatchable. The third thing is that we need to create an audience globally.”

According to Waugh, that could mean taking some of the Tour’s Signature Events around the world before the DP World Tour has to enter the fold.

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And a Saudi belief in team golf could see the format still have a place, he added.

Meanwhile, Waugh, who announced his resignation from the PGA of America in June, said no US players called to be paid for this year’s Ryder Cup.

But if the decision was in his hands, the 12 men in Keegan Bradley’s side would not receive a financial payment.

“Because if you take any lesson in the last few years, the world is tired of talking about money,” he said. “Golf was supposed to be playing for a higher purpose.

“That’s what the Ryder Cup signifies. And because we give 20% of our television rights to the PGA Tour already, we are paying the players.

“We’re paying all the players, not just 12. I don’t think it’s gonna change their lives because it’s not a big enough number to matter to them.

“I just think for the players to ask to be paid for it is kind of a bad look.”


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John Turnbull A graduate of the University of Stirling, John joined the bunkered team in 2023 as a Content Producer, with a responsibility for covering all breaking news, tour news, grassroots content and much more besides. A keen golfer, he plays the majority of his golf at Falkirk Golf Club. Top of his 'bucket list' is a round of Pebble Beach... ideally in the company of Gareth Bale.

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