Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • August 2023
  • Teaching Note
  • HBS Case Collection

LIV Golf

By: Alexander J. MacKay
  • Format:Print
  • | Language:English
  • | Pages:14
ShareBar

Abstract

Teaching Note for HBS Case No. 723-371. On March 17, 2022, Greg Norman, CEO of LIV Golf, announced the 8-tournament schedule for the inaugural season of the LIV Golf Invitational Series. Norman, a retired professional golfer and former world #1, was helming the league to compete with the PGA Tour, which was the dominant affiliation for professional golfers.

On June 9, 2022, the first LIV Golf event teed off outside of London, England. Immediately following the official start of the London tournament, Jay Monahan, the commissioner of the PGA Tour, released a memo stating that all 17 PGA Tour players participating in the LIV Golf event were suspended and ineligible to compete in PGA Tour events. Tensions continued to rise over the summer, as more players “defected” to LIV, lost sponsorships, and lost the ability to earn points on the world rankings. LIV Golf filed an antitrust lawsuit accusing the PGA Tour of anticompetitive practices, and the Department of Justice also launched an investigation. Both sides expected the conflict to escalate in the years ahead.

Keywords

Anti-trust; Golf; "Sports Organizations,; Sports Management; Competition; Competition Policy; Strategy; Strategy And Leadership; Sports; Competitive Strategy; Lawsuits and Litigation; Sports Industry

Citation

MacKay, Alexander J. "LIV Golf." Harvard Business School Teaching Note 724-384, August 2023.
  • Purchase

More from the Author

    • February 2025
    • American Economic Journal: Microeconomics

    Estimating Models of Supply and Demand: Instruments and Covariance Restrictions

    By: Alexander MacKay and Nathan H. Miller
    • May 2023
    • AEA Papers and Proceedings

    Self-Preferencing at Amazon: Evidence from Search Rankings

    By: Chiara Farronato, Andrey Fradkin and Alexander MacKay
    • May 2023
    • American Economic Journal: Microeconomics

    Competition in Pricing Algorithms

    By: Zach Y. Brown and Alexander J. MacKay
More from the Author
  • Estimating Models of Supply and Demand: Instruments and Covariance Restrictions By: Alexander MacKay and Nathan H. Miller
  • Self-Preferencing at Amazon: Evidence from Search Rankings By: Chiara Farronato, Andrey Fradkin and Alexander MacKay
  • Competition in Pricing Algorithms By: Zach Y. Brown and Alexander J. MacKay
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College.