Worldwide Leader Watch: Will PGA Tour Learn From USGA's Mistake?

In writing about the near-completion of the PGA Tour’s next rights deal, John Ourand writes in his exclusive Sports Business Daily piece:

ESPN has made an aggressive play for the rights, which in addition to PGA Tour Live, includes tournament coverage before the networks go on air. ESPN+ would carry the digital rights. Discovery also has emerged as a serious contender for the digital rights and appears likely to share them with NBC Sports if they can manage to work out a deal. Discovery holds the Tour’s digital rights internationally.

While we have no idea what the deal terms look like, what the coverage windows might entail and what the PGA Tour’s goals are for their streaming coverage, news that ESPN is relegated to bidding on pre-network coverage and PGA Tour Live begs this question: will the PGA Tour learn from the mistakes of the USGA?

The PGA of America left Turner for ESPN to handle the first two rounds of the PGA Championship starting in 2020 and the Masters first two rounds remain on ESPN. When the USGA signed on with Fox and Fox Sports 1 for its exclusive coverage, it essentially said goodbye to a pair of the world’s largest media companies in Comcast and Disney while welcoming in another.

Even rival executives shake their head to this day at the stupidity of cutting off ESPN, which, even with fewer homes and ratings declines since 2013 when that decision was made in Far Hills, remains immensely powerful. They can decide how much to cover and promote a sport while still establishing the sports conversation. The USGA has presumably learned their lesson after falling off the relevancy cliff by shunning two hugely powerfully companies with their deal. So will the PGA Tour find a way to invest ESPN in the PGA Tour, or go with a unproven entity in Discovery’s GolfTV Powered by the PGA Tour?

Even their rivals have to be hoping the PGA Tour learns from the USGA’s mistakes for the betterment of American professional golf coverage.