THE COURT OF PUBLIC OPINION?
THE COURT OF PUBLIC OPINION?
LIV Golf filed an emergency injunction against the PGA Tour.
It claimed that its players should be allowed to compete in the Fed-Ex Cup play offs.
LIV Golf lost.
The injunction was intended to remedy – in the short term, at least – a larger anti-trust claim being made against the PGA Tour. The anti-trust lawsuit claims that members of the LIV Golf League are being unfairly restricted from playing the PGA Tour’s events. The final legal decision will, obviously, be made by the courts.
But in this report, we investigate whether golf fans think traditional golf tours – like the PGA Tour – have the right to ban LIV Golf players from competing.
Why?
Although LIV Golf players haven’t filed suit in a court of public opinion, the legal ruling could impact how golf fans think about traditional tours, LIV Golf, and players who bring suit.
OUR SAMPLE
Gather surveyed four hundred and nineteen golf fans across the USA and UK. Sixty-six percent of the sample were men, and thirty-four percent were women.
All golf fans in the sample were familiar with LIV Golf.
OUR QUESTION
Golf fans were asked if they agreed that traditional tours have the right to ban LIV Golf players.
THIS IS WHAT WE FOUND…
LIV Golf players might be glad that their suit against the PGA Tour won’t be settled by golf fans.
56% of golf fans agreed that traditional golf tours have the right to ban LIV Golf players.
26% of golf fans disagreed that traditional golf tours have the right to ban LIV Golf players.
And 18% sat on the fence. They neither agreed nor disagreed.
When it comes to whether golf fans agree that LIV Golf players can be banned, education level mattered.
As golf fans’ level of education increased, they were more likely to agree that traditional golf tours have the right to ban LIV Golf players. Specifically, golf fans with a post-graduate degree were more likely than all other golf fans – but especially those with a high school degree or less – to think that a ban was reasonable. We’ll have to wait to see if the courts agree.
Other interesting trends emerged. Women and older golf fans were less likely to think that LIV Golf players should be banned from playing elsewhere. And there was a strong correlation between golf fans who thought sponsors should cancel contracts with LIV Golf players (see Gather Report #1) and agreeing that traditional tours have the right to ban them.
What do these findings mean for the golf industry?
When the court decides the anti-trust lawsuit filed by LIV Golf players against the PGA Tour, the result will be another divisive issue. If the PGA Tour succeeds in defending its policy, golf fans, overall, will agree. But level of agreement varies between different segments of golf fans. No matter how the court decides the case, there will be some feathers ruffled.
Brands who sponsor LIV Golf players may be relieved if they successfully sue to play on the PGA Tour. If LIV Golf players are allowed to compete on traditional tours, it will take pressure off sponsors who are unsure about sticking with or cancelling contracts with LIV Golf players. See Gather’s LIV Golf Report #1: To Sponsor, or Not to Sponsor.
LIV Golf players filing suit should get ahead of their own brand management. Who is their fan base, and can they stay connected with them…regardless of the lawsuit’s outcome?
The golf landscape is constantly changing. Keeping your business finger on the pulse is critical as the industry moves into uncharted territory.
IF YOU WOULD LIKE TO ACCESS OUR FULL REPORT ON GOLF FANS AND THEIR ATTITUDE TOWARDS LIV GOLF, CLICK HERE.
