Bloomberg Businessweek LIV Golf Seeks New Investors, Brooks Running CEO Dan Sheridan
May 1, 2026
Dan Sheridan, Brooks Running CEO — leads a Berkshire Hathaway sports brand growing fast in China and Europe. Christina Stembel, Farmgirl Flowers founder — bootstrapped florist juggling Mother’s Day, rising costs and supply-chain strains. Randall Williams, Bloomberg sports reporter — explains LIV Golf’s search for new investors after Saudi funding pullback. They discuss funding, global expansion, pricing pressures and supply-chain impacts.
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Ownership Without Funding Puts LIV On Test Ride
- The Saudis still own roughly 95% of LIV Golf but have paused funding, leaving control without the cash to sustain operations.
- Williams compares the Saudis' withdrawal to removing training wheels: LIV now must prove it can ride on its own.
Merger With PGA Tour Is Unlikely
- A full PGA Tour rescue or reintegration of LIV seems unlikely given entrenched antagonism despite past merger talks.
- Randall Williams notes the PGA Tour's changed leadership and investments but says the Tour remains wary of saving LIV.
Match Flower Offers To Multiple Budgets
- Plan pricing and product tiers to match varying customer budgets during tight consumer spending periods.
- Christina Stembel says Farmgirl Flowers offers bouquets from about $50 up to $200 and sells lower-priced options in 200+ Safeway stores.