Bloomberg Surveillance · Friday, August 7, 2026
The establishment of PGA Tour Enterprises as a commercial arm allows the PGA Tour to evolve with its business model, offering players equity and capitalizing on the sport's value. This move aims to fund innovation, improve player purses, and enhance the overall fan experience through investments in competition, media, and fan engagement.
“Yeah, I think the answers both of them will. I think the players experienced it. Where what PGA Tour Enterprises has allowed us to do is to evolve the PGA Tour where most professional sports have gotten. We've actually capitalized it and turned it into a commercial business. And the strength of that commercial business funds innovation, It funds player purses and funds everything. I think the PGA Tour was locked in a bit of a legacy governance model. Now that the mission is clear, now that we're capitalized, we can do that. So I think the players will feel it, and that you look at the new competitive model that we've announced there's healthy persons across the board, and they can actually earn equity in the tour. This is the only professional tour of scale that I can think of. Players can actually earn equity, which is a huge opportunity and also aligns investors, management and players like know this for in the world. I think the fans will feel it be because of that commercial change to the tour. We have investment dollars to make the fan experience better, to make the competitive product better, to make the media product better. So I think that is and I think it's one thing that came out of this, this this live competition of crisis, is we got focused, we got capitalized. Now we know what the mission is and I think fans and players are going to win because what.”