UP248 Golf's $10billion question

Today's guest is Andy Gardiner, the man behind the Premier Golf League, the self-styled Formula One for professional golf whose promising to generate $1.8billion of annual revenue and $10billon of equity value by 2031. This comes a week after our podcast with Sean Bratches from the rival disruptor league, Saudi backed LIV Golf. Since we spoke, Bratches has resigned.As you'll hear in our conversation, Gardiner is bullish on the PGL's chances of breaking the current stalemate with the PGA Tour, by offering a revenue share agreement to the players and demanding their representatives on the PGA Tour Policy Board publish an independent valuation on the PGL's projections .The stakes are very high and the proposal would change professional golf forever, something Gardiner refers to as a 'multi generational opportunity' for the game. The deadline for a decision is looming and the PGA Tour is countering with threats to the players livelihoods and attempts to undermine Gardiner's projected figures.Gardiner says: "When we started out, there was a genuine feeling amongst the best players in the world that they were  over subsidizing the rest of the membership. And we heard that from sponsors and we heard it from broadcasters because they said, yes, we really only care about 6, 7, 8, 9, 10 guys. Those are the ones who move the needle. That's why we're paying the money we're paying".Today’s episode is sponsored by our friends at Turnstile.Turnstile uses real market rates to quantify the value every single sponsorship right within a deal, looking beyond the traditional media metrics to calculate the value of the Exposure, Intellectual Property and Direct Benefits.This enables Turnstile to deliver a recommended transaction price that’s comprehensive, accurate and defensible.So don’t pay too much. Don’t leave money on the table. Know the fair market price, and buy and sell with confidence. If you value your sponsorships, value them properly.Get in touch with Turnstile at turnstilegroup.comIf you like the podcast, you’ll love the Unofficial Partner newsletter that goes to thousands of subscribers every Thursday, sign up via UnofficialPartner.com or follow us on Twitter @UnffclPrtnrUnofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry. To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartnerWe publish two podcasts each week, on Tuesday and Friday. These are deep conversations with smart people from inside and outside sport. Our entire back catalogue of 500 sports business conversations are available free of charge here. Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify and every podcast app. If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series and live events, you can reach us via the website.