PGA Tour, LIV deal may lead to higher viewership

New order: Monahan speaks during a news conference at TPC River Highlands in Cromwell, Connecticut. The PGA Tour commissioner announced the agreement and had some tour players, feeling betrayed, call for his resignation. — AP

NEW YORK: The stunning announcement of a merger between the US PGA Tour, DP World Tour and LIV Golf could generate higher viewership and loftier costs, for advertisers and sponsors to reach golf audiences, marketing experts say.

The move ends a bitter legal battle between the organisations that has split the golf world and its top players.