In June 2022, Jay Monahan and his executive team at the PGA Tour were evaluating their current state of operations after some of their star golfers began to leave for the rival LIV Golf League. The PGA Tour was the dominant tour for professional golfers from around the world. But some PGA Tour professionals were critical of player compensation, including digital media rights, appearance fees, and guaranteed pay. However, the LIV Golf League was backed by Saudi Arabian funding, leading to calls of sportswashing. Should the PGA Tour change its business model to secure the players’ confidence? Could the PGA Tour innovate to keep up with the guaranteed money and earning potential offered by their new competitor? How should the PGA Tour address its stakeholders?
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