PGA Tour Partners with SSG to Create New For-Profit Arm: Inside the Investment and Leadership Changes

The creation of PGA Tour Enterprises, the circuit’s new for-profit arm, came with a promise of collective expertise from Strategic Sports Group (SSG), led by Fenway Sports Group. This $1.5 billion initial investment was announced by Tour commissioner Jay Monahan on March 6, welcoming key SSG members to the leadership team. These members have exceptional track records and achievements in global professional sports that will provide valuable knowledge for the PGA Tour’s future opportunities.

The board of directors of PGA Tour Enterprises, which includes Monahan, player directors such as Tiger Woods and Jordan Spieth, independent director Joe Gorder, and SSG directors, met for nearly four hours at the RBC Heritage. Additionally, a meeting with the Player Advisory Council and Theo Epstein, a senior advisor at Fenway Sports, was described as a “meet and greet.”

The partnership with SSG involves a strategic investment of up to $3 billion, a significant portion of which will go towards player equity in PGA Tour Enterprises. Negotiations with PIF governor Yasir Al-Rumayyan are progressing, with discussions taking place at various events including The Players Championship. Monahan stated that while negotiations are accelerating, there are still key issues that need to be resolved.