GBR Weekly | How PGA of America's Financial Strains Led to $750 Tickets at Ryder Cup – And Where That Money Really Goes
GBR Weekly | How PGA of America's Financial Strains Led to $750 Tickets at Ryder Cup – And Where That Money Really Goes
Sky-high pricing at Bethpage Black's "People’s Course" sparks debates on accessibility and the true cost of golf's biggest event
The 2025 Ryder Cup at Bethpage Black continues raising eyebrows for its unprecedented pricing strategy. While a public golf course should theoretically make the sport more accessible, the tournament's $750 daily tickets and $400 volunteer fees tell a different story that leads us to ask ourselves some questions
• How much money does the PGA of America actually make from hosting a Ryder Cup?
• What is PGA of America's financial situation and how has it influenced the setting of these astronomical prices?
• In the wake of 2023's controversial "Hatgate," how are the millions in revenue distributed among players, organizers, and local chapters?
Behind these premium prices lies a revealing story about the financial pressures facing the PGA of America and how the organization uses the Ryder Cup to sustain its operations. From television rights deals to chapter funding, our analysis breaks down the numbers that explain why one of golf's most prestigious events comes with such a hefty price tag.
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But before you get to that, let's go with the rest of the news that the golf industry has brought to us in the last 7 days:
Norman Confirms His Contract With LIV To August 2025
Only One Player To Advance From LIV Golf Qualifier
DP World Extends Ryder Cup Partnership Through 2027
Shriners Withdraws as Sponsor of Las Vegas PGA Tour Event and Cognizant Ends Sponsorship of LPGA Founders Cup
Full Swing Announces PGA TOUR Superstore as Preferred Retail Partner
SuperSpeed Golf Launches New App and Subscription Service
USGA Sells Out Most Hospitality for '25 U.S. Women's Open
Norman Confirms His Contract With LIV To August 2025
Greg Norman’s tenure as CEO and Commissioner of LIV Golf has reached a pivotal moment.
Nearly three years into his role, the Hall of Fame golfer remains optimistic about LIV’s future, even as his contract has less than a year remaining and the league continues to face challenges in the golf world.
In an interview with Bob Harig for Sports Illustrated, Norman discussed his commitment to LIV and the obstacles the league faces. The interview is timely as we reported last week that the Saudi Public Investment Fund (PIF) and LIV Golf are searching for a new CEO for LIV Golf. Leading into Norman’s interview, the current situation could be summed up in the following manner:
LIV Golf is seeking a new CEO as part of a wider C-Suite recruitment process.
Headhunter recruiters are seeking out suitable candidates to be interviewed.
There is no indication from PIF or LIV Golf that Norman is leaving, although it is unclear at this stage what Norman’s role will be in the new setup.
You can read our full story from last week’s newsletter here.
Since joining LIV Golf in October 2021 under PIF, Norman has seen the league grow quickly but not without controversy. LIV signed big-name players like Phil Mickelson, Dustin Johnson, Bryson DeChambeau, and Jon Rahm to lucrative contracts, offering opportunities to compete for $25 million purses and a team-focused format.
Since LIV Golf's inception and its first tournament in June 2022, the PGA Tour has maintained a hard stance against LIV, leading to tensions and player suspensions.
However, the PGA Tour has had to alter its schedule and elevate tournaments and prize funds to fend off the threat of more of its stars defecting to LIV.
Reflecting on the early days, Norman remarked on the hostility LIV encountered, saying, “I’ll go to my grave wondering about those first 18 months with LIV.”
The core of LIV’s model is its team format. With each passing year, the teams are given more autonomy and responsibilities, such as sourcing their own sponsors.
Each captain of the 13 competing teams holds 25% ownership, with LIV retaining the rest until the teams are sold to external investors. Norman noted that players and captains have increasingly embraced the team concept, though no teams have been sold yet. He added that, starting around LIV’s 26th tournament, “a light bulb went off in the captains’ heads” about the potential to grow their franchises.
Despite the team's enthusiasm, LIV’s broadcast reach remains a hurdle. In 2023, LIV entered a weekend-only deal with the CW Network. A further deal was struck with Caffeine TV, which raised eyebrows as Caffeine TV specialized in more niche sports and hadn’t previously broadcasted any golf tournaments.
Caffeine TV collapsed in the summer, causing further headaches for LIV. It is currently left with the existing CW deal and LIV’s own streaming services through its app and YouTube channel.
LIV’s inability to secure a major network so far contrasts starkly with the Tiger Woods and Rory McIlroy tech-focused TGL presented by SoFi, which secured several major network deals in the U.S. and markets such as Canada, Japan, and Australia ahead of its launch on 7 January 2025.
Norman admitted that the lack of a full TV network deal has impacted sponsorship opportunities, noting that many corporations are in “wait-and-see” mode regarding LIV’s future. A formal agreement between the PGA Tour and PIF could provide clarity, though Norman stated that LIV will continue moving forward regardless.
During the interview with Harig, Norman's most important news was that his contract with LIV runs until August 2025, which sheds more light on the Australian’s immediate future.
Whatever people’s views are on LIV Golf, Norman still has the support of the LIV players, so it would be unusual if he completely walked away from it once his contract expires.
A secondary factor could be if an agreement is finally reached between PIF, the PGA Tour, and the DP World Tour. Would Norman have a new role in whatever emerges?
LIV Golf has held 36 tournaments since its launch in June 2022, a rapid pace compared to the PGA Tour’s long history. For Norman, LIV’s presence and the attention it has garnered reinforce his belief in its future potential.
“I’m extremely proud of everything I’ve done, represented LIV and also stood up for LIV. It hasn’t been easy, right? You can’t run through a brick wall without getting bloody. I knew when I took the job I knew what it would be to some degree.”- Greg Norman, CEO and Commissioner, LIV Golf.
Only One Player To Advance From LIV Golf Qualifier
LIV Golf recently announced a significant change to its 2024 Promotions Event format.
The streamlined process means only one player will advance directly to the 54-hole LIV Golf League next season, reducing the previous three qualifying spots from 2023 to just one.
Additionally, LIV Golf announced that the top 10 finishers in the qualifier event to be held at Riyadh Golf Club between 12th and 14th December will receive exemptions into the International Series—a 10-tournament circuit of the Asian Tour—offering an alternative route toward possible LIV League entry down the line.
LIV Golf’s Promotions Event 2024: The New Structure
The new qualifying structure allows specific categories of players to bypass the first round, progressing straight into later stages for an accelerated shot at qualification to LIV Golf in 2025.
After the initial rounds, the top 20 competitors will advance to the final 36 holes, with the ultimate winner earning a $200,000 prize and the coveted spot in the 2025 LIV Golf League.
While the structure may appear restrictive, the logic behind it is strategic: LIV Golf is placing more emphasis on team autonomy.
With teams owning a 25% equity stake and LIV Golf holding the remaining 75%, the league’s business model aspires to build “franchises” that eventually operate with their own unique commercial identities and player rosters.
Rather than filling open positions with Promotions Event winners, teams are encouraged to select players who complement the team’s competitive edge and add commercial value.
The Free Agency Factor
LIV Golf has yet to confirm its free agency window, but industry insiders anticipate significant player movement.
Players whose contracts have expired or didn’t make the top 24 in the standings may be released, allowing fresh talent to come in.
Anthony Kim and Hudson Swafford, who held wildcard spots last season but finished near the bottom, offer a glimpse into how LIV’s teams might reshape their lineups under this new system.
Last year’s International Series Order of Merit champion, Andy Ogletree, exemplifies success stories within the structure. He secured a 34th-place finish in the individual standings, which earned him a spot on Phil Mickelson’s team, the HyFlyers, for the upcoming season.
The International Series as a Gateway
There's still the International Series for those who fall short of winning the single Promotions Event slot.
This competitive tour offers substantial $2 million purses and additional access to the Asian Tour circuit, providing valuable exposure and a potential pipeline to future LIV Golf opportunities.
American John Catlin, for instance, currently leads the International Series Order of Merit, which puts him in line for one of two wildcard spots alongside the Promotions Event winner.
LIV Golf Promotions 2024 Eligibility: Who’s In?
Here’s a breakdown of how players can qualify for the Promotions Event and gain entry into the two rounds:
Category A: Qualifiers for Round 1
Members of the 2023 Walker Cup and 2024 Palmer Cup Teams
Winner and runner-up of premier amateur events, including the US Amateur Championship and the NCAA Championship (Individual)
Top 15 available players within the top 40 World Amateur Golf Rankings as of November 19, 2024
Top 25 available players in the final 2024 International Series Rankings
Top 5 available players from Japan Golf Tour, KPGA Korean Tour, Sunshine Tour, and PGA Tour of Australasia
Top 30 available players within the top 300 in The Universal Golf Rankings (TUGR)
LIV Golf League-selected invitees
Category B: Exemptions into Round 2
Top 2 available players in the top 15 World Amateur Golf Rankings
Players ranked 2-8 in the final 2024 International Series Rankings
Top 3 players from Japan Golf Tour, KPGA Korean Tour, Sunshine Tour, and PGA Tour of Australasia
Top 5 players in the final 2024 DP World Tour and Korn Ferry Tour Order of Merits
Winners of tournaments across various tours, including the Japan Golf Tour and PGA Tour of Australasia
Major Championship winners from 2019-2024
Participants in the Ryder Cup and Presidents Cup (2019-2024)
Players without a contract or relegated from the final 2024 LIV Golf Individual Standings
This layered approach to eligibility means that a mix of top amateurs, international competitors, and seasoned professionals will have a shot at the LIV league.
“LIV Golf Promotions delivers another pathway for up-and-coming players and top competitors across the globe to experience a life-changing season with LIV, and we’re eager to see who steps up this year in Riyadh.” - Greg Norman, LIV Golf Commissioner and CEO.
DP World Extends Ryder Cup Partnership Through 2027
In a recent announcement, DP World was confirmed as a Worldwide Partner for the Ryder Cup through the 2027 event in Ireland.
DP World first became an official Worldwide Partner of the Ryder Cup in 2023, showcasing the strength of its global logistics network.
Its inaugural collaboration with the event included arranging transport for essential equipment, such as:
Electrical and solar power provisions
90 mobility scooters to help fans with restricted mobility
Two dozen containers holding over 10,000 other items to support the infrastructure of the 2023 tournament held at Marco Simone Golf Club near Rome.
The Ryder Cup’s logistical demands are significant, requiring top-tier supply chain expertise to ensure everything is in place in time for what has become such a high-profile event.
DP World’s network, spanning nearly 80 countries and six continents, moves more than 10% of global trade, making the logistics giant ideally positioned to meet the Ryder Cup’s complex demands as it switches between the U.S. and Europe.
As the Ryder Cup heads to Bethpage Black in 2025 and then to Ireland’s Adare Manor in 2027, DP World’s presence will go beyond logistics. Fans will enjoy immersive experiences at the tournament’s fan zone, where DP World aims to showcase its logistics technology and innovation in interactive ways. This setup heightens spectator engagement and emphasizes DP World’s influence on the sport.
DP World’s commitment to golf is well-established. The company has been the Title Partner of the European Tour, which was rebranded to the DP World Tour in 2022. DP World became the title sponsor of the season-ending Tour Championship played over the Earth Course, Jumeirah Golf Estates, in 2009, when the Race To Dubai was first established.
“The Ryder Cup is a perfect match for DP World, as both share a commitment to excellence, innovation, and reaching a global audience.” - Danny van Otterdijk, Chief Communications Officer, DP World.
“DP World’s smart supply chain expertise is highly valued…[they] helped us stage a record-breaking and truly memorable match in Rome.” - Richard Atkinson, Ryder Cup Director at the European Tour Group.
“DP World has been an invaluable partner in helping elevate the Ryder Cup experience on a global scale. Their expertise in logistics and supply chain solutions ensured the smooth operation of the event, enabling organizers to focus on delivering a world-class experience for those in attendance.” - Jeff Price, Chief Commercial Officer, PGA of America.
The Short Game
• Shriners Hospitals for Children has withdrawn its sponsorship of the Las Vegas PGA TOUR event, leaving the tournament's future uncertain. The event, which began in 1983 and saw Tiger Woods' first PGA TOUR victory in 1996, awaits the release of the 2025 FedExCup fall schedule at year's end. | By Matthew Seeman, from KSNV News 3 Las Vegas.
• Cognizant has ended its title sponsorship of the LPGA Founders Cup, which had seen its purse double to $3M under their support. The LPGA Tour, celebrating its 75th year next season, is considering moving the event from New Jersey to Florida, potentially backing it financially until finding a new sponsor, though this would likely mean a decreased purse. Ford's involvement in the Arizona championship for 2025 also remains uncertain. | By Beth Ann Nichols, from Golfweek.
• Full Swing has announced PGA TOUR Superstore as its preferred retail partner for the Full Swing KIT Launch Monitor, making their technology available nationwide through America's largest specialty golf retailer. The launch monitor, used by pros like Tiger Woods, provides real-time feedback on 16 data points and video replay, and will be available both in-store and online.
• SuperSpeed Golf is marking its 10th anniversary with the launch of its first mobile app and a new subscription service, offering both free and premium ($9.99/month) versions for speed training. The company, known for its weighted club sets and work with pros like Cheyenne Knight and Padraig Harrington, plans to debut a second-generation training system at the upcoming PGA Show.
• The 2025 U.S. Women's Open at Erin Hills in Wisconsin is seeing strong corporate interest, with most hospitality offerings already sold out, including hole 18 private chalets ($105,000-$195,000) and hole 9 suites ($80,000). The USGA expects 50,000-70,000 attendees across the event, with peak days drawing 10,000-15,000 people, and has announced five additional amateur championships at the venue from 2027 to 2039. | By Logan Hanson, from Milwaukee Business Journal.
• A new athlete investment fund called Locker Room, launched by sports tech platform Lead, has attracted golf star Brooks Koepka along with other athletes like Harry Kane and Brayden Schenn. The fund, targeting $25 million, has already invested in four ventures including TMRW Sports and Eastside Golf, with athlete investments ranging from $250,000 to $1.5 million and only 30% of committed capital called up front. Ten athletes have invested so far, with the fund's leadership envisioning future expansions that leverage athlete shareholders for investment opportunities and marketing efforts. | By Chris Smith, from Sports Business Journal.
• LIV Golf's RangeGoats GC has made history by becoming the first team to sign an agency of record, partnering with Integrity 9 Sports & Entertainment as their exclusive sponsorship sales partner. Justin Buck, VP and head of business development at Integrity 9, will lead the partnership with RangeGoats' GM Randall Wells, working to secure the franchise's first commercial partners despite already having on-site activations at recent LIV events. | From Livgolfl.com
The Financial Engine Behind the Ryder Cup
A prestigious golf tournament at a public course should be a celebration of the sport's accessibility. Yet, as the 2025 Ryder Cup at Bethpage Black approaches, the event's unprecedented pricing reveals a deeper story: an organization facing mounting financial pressures while trying to maintain its mission of growing the game.
The PGA of America finds itself in a challenging position.
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