Bobby Ghosh, Columnist

Tiger Woods Didn't Diversify Golf. But LeBron James Might.

The basketball superstar, along with rapper Drake, has a strong shot at boosting the sport's popularity with African Americans.

March 8, 2024 at 12:00 PM UTC

By Bobby Ghosh

Bobby Ghosh is a senior editor in the digital weekend team. Previously, he was a columnist at Bloomberg Opinion, where he wrote mostly about international affairs and culture.

The King doesn’t need to swing.
Photographer: Alberto E. Rodriguez/Getty Images North America

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Can LeBron James and Drake do for golf what Tiger Woods couldn’t? The basketball superstar and rapper are among the investors pumping $3 billion into the PGA Tour. The group is led by John Henry’s Fenway Sports Group, which owns the Boston Red Sox and Liverpool FC.

The investment is being interpreted by some observers as an attempt to “fend off competition from the Saudi-backed LIV Golf.” Others suggest it will improve the chances that Saudi Arabia’s sovereign wealth fund, known as the Public Investment Fund, will invest in the PGA. As Bloomberg News notes: “Talks over the tie-up have been slowed by negotiations and criticism from US politicians worried about the takeover of an iconic sports institution. The inclusion of US investors could help address those concerns.”