LIV Golf make major business move amid PGA Tour merger talks as negotiations drag on

LIV Golf has enlisted the help of CAA, one of the biggest sports agencies in the world, to represent it in business dealings as it looks to align with the PGA Tour amid ongoing merger talks

LIV Golf and the PGA Tour have a new shared business partner after the Saudi Arabia-backed breakaway circuit joined forces with influential sports agency CAA for business dealings amidst ongoing merger discussions with the PGA Tour.

CAA has a longstanding relationship with the PGA Tour, and Front Office Sportsreports the agency will take charge of handling LIV’s media rights and corporate sponsorship deals, as the league tries to build upon the foundations it laid when it launched two years ago.

Greg Norman-fronted LIV has had a dramatic and disruptive impact on professional golf, sparking a civil war against the PGA Tour. Those icy relations thawed somewhat last year when both parties announced a “framework agreement” had been reached for a merger between the tours and LIV’s backer, Saudi Arabia Public Investment Fund.

Tangible progress has been lacking in the 14 months since, with the four major championships remaining the only tournaments where the best players in the world compete against each other. PGA Tour commissioner Jay Monahan maintains that talks are very much alive while conceding there is still a considerable journey ahead.