Jay Monahan has faced criticism for several reasons, including his decision to continue pursuing a deal with LIV Golf and his earnings, which exceed those of some of the Tour’s biggest players. Yes, you read that right. In 2024, according to a copy of PGA Tour Inc’s 2023 tax return, Monahan earned $23 million, more than even Rory McIlroy! If that wasn’t enough to anger fans, Monahan has often dealt with questions about maintaining the tradition of “signature events.” However, amid all this backlash, the PGA Tour commissioner has finally found an ally.
Alan Shipnuck, who often comments on Jay Monahan and the Tour, recently sat down for an interview on Dan on Golf. During the Ask & Answer segment, Shipnuck faced an interesting question: “How is the PGA Tour doing financially? They have increased payouts to players by quite a bit over the last few years. Also, is their sponsor fatigue regarding all the increased purses? Do they “need” the PIF money relatively soon?”
In 2022, Honda ended its 42-year partnership with the Tour due to scheduling conflicts and a lack of strong fields, particularly as the Genesis Invitational and WM Phoenix Open gained prominence. In 2023, Wells Fargo also ended its two-decade relationship with the Tour. Despite these high-profile departures, Shipnuck believes that the Tour, especially under Jay Monahan, has done well.
Shipnuck replied, “But, you know, everyone loves to rip on Jay Monahan, and usually deserves it, but he has gotten people to sign on the dotted line, and they’ve been able to keep the sponsorships. Maybe not always at the level they wanted; some of these sponsors are not kicking in what’s being asked fully. And the Tour has had to subsidize that.
“But that’s what the SSG money is for. Even though the first billion went to players just to thank them for not going to LIV, that still left half a billy as a slush fund for these things. They also have access to a line of credit for another 1.5 billion, so the tour is on firmer financial footing than it has probably ever been because they have access to this money. Now, it’s four years away from the next TV contract. That’s gonna be a huge bump. The bottom line is that the PGA Tour has weathered the storm of LIV Golf and, in a lot of ways, emerged a little stronger.”
The PGA Tour launched eight signature events with fewer players and bigger prize money to keep their top golfers from leaving for LIV Golf, which had already drawn many PGA Tour players. Then, in 2024, the PGA Tour struck a deal with Strategic Sports Group (SSG), led by Fenway Sports Group, to invest $3 billion into PGA Tour Enterprises. Additionally, the initial investment was $1.5 billion, with the potential for an additional $1.5 billion later. This deal also enabled players to access over $1.5 billion as part-owners in the new PGA Tour Enterprises.
Jay Monahan’s successful leadership has continued to benefit the Tour in the 2025 season as well. Ahead of the API, Monahan announced that the Tour signed 14 deals in the past three months, generating $400 million in revenue—a 143 percent increase from last year. This brings total sponsor commitments to nearly $4 billion through 2035. Additionally, recent renewals include Valspar, which extended its agreement through 2030, and 3M, which signed a new five-year deal. However, in April, Monahan announced another win for the PGA Tour.
Jay Monahan extends PGA Tour’s partnership with Zurich Insurance Group
During the Zurich Classic, and in the presence of brand ambassador Billy Horschel, the PGA Tour and Zurich Insurance Group announced that Zurich will continue as the main sponsor of the Zurich Classic of New Orleans until 2030. Zurich has held the title sponsor position for 21 years. This means Zurich will support the Tour’s only two-person team event until 2030, in line with the PGA Tour’s TV contracts.
PGA, Golf Herren 3M Open – Final Round Jul 30, 2023 Blaine, Minnesota, USA Billy Horschel hits his tee shot on the second hole during the final round of the 3M Open golf tournament. Blaine Minnesota USA, EDITORIAL USE ONLY PUBLICATIONxINxGERxSUIxAUTxONLY Copyright: xMattxKrohnx 20230730_jhp_hw1_0067
Since 2005, Zurich has sponsored the New Orleans event, which was the first year it took place at TPC Louisiana, just before Hurricane Katrina. After the hurricane, Zurich focused on many charity efforts to support the area’s recovery. In 2017, the Zurich Classic changed from an individual competition to the only team event that awards FedEx Cup points.
PGA Tour Commissioner Jay Monahan mentioned that the tournament raised $30 million for the Fore!Kids Foundation, including $3.3 million last year, and Zurich positively impacted the economy of New Orleans by over $700 million. Admittedly, Monhan is doing whatever he can to keep the Tour ahead of its competitors.
The post Despite Growing Rift in PGA Tour, Jay Monahan Gets Rare 10-Word Praise From Usual Critic appeared first on EssentiallySports.
