PGA TOUR and Strategic Sports Group Win Prestigious ‘Deal of the Year’ at 2025 Sports Business Awards
In a major win for professional golf, the PGA TOUR and Strategic Sports Group (SSG) have been awarded “Deal of the Year” at the 2025 Sports Business Awards. This groundbreaking partnership marks a historic turning point in the sport, signaling a bold new era of innovation, investment, and global growth for golf fans and players alike.
A Game-Changing $3 Billion Commitment
The deal centers on the formation of PGA TOUR Enterprises, a revolutionary new commercial venture created in partnership with SSG. This isn’t just another business move—it’s a transformative investment in the future of golf. Led by Fenway Sports Group, and supported by a powerhouse lineup of American sports franchise owners—Mark Attanasio, Arthur Blank, Steve Cohen, Wyc Grousbeck, Marc Lasry, and more—SSG has committed up to $3 billion to this venture.
The immediate impact? A staggering $1.5 billion investment already funneled into PGA TOUR Enterprises. The result is not just more capital, but a strategic shift that gives PGA TOUR players equity in the new company—an unprecedented move that promises to reshape the landscape of professional golf.
Recognized Among Sports Business Giants
This landmark deal beat out some serious competition at the Sports Business Awards. Other nominees in the same category included:
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Legends acquires ASM Global
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NBA’s media rights deal with Amazon, NBCUniversal, and Disney
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Smith Entertainment Group’s NHL expansion to Utah
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WWE and Netflix’s global media agreement
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Angel City FC’s new ownership under Willow Bay and Bob Iger
To win in such a competitive field speaks volumes about the significance of the PGA TOUR–SSG collaboration.
What This Means for the Future of Golf
This deal goes beyond dollar signs. With PGA TOUR Enterprises now operational, the TOUR is focused on maximizing revenue, expanding global influence, and enhancing the game for fans everywhere. Whether you’re a lifelong golfer or just discovering the thrill of the sport, this partnership opens the door to:
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Increased player engagement and empowerment
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Innovative fan experiences
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Broader global reach of PGA TOUR events
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New investment in technology and media
According to Sports Business Journal, “Golf’s shakeup sparked the $3B-backed Strategic Sports Group, led by Fenway Sports. Its $1.5B investment launched PGA TOUR Enterprises, giving players equity and reshaping the Tour.”
Don’t Miss the Action
If you're passionate about golf—or simply love watching history unfold—now is the perfect time to stay connected. The PGA TOUR is evolving fast, and this monumental deal is just the beginning.
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