The PGA Tour is hoping to capitalise on the Rory McIlroy effect by securing a significant increase in the value of their UK TV rights, which were put out to tender last week.Sky Sports are the most likely winners of the rights auction as they have a long-term partnership with the PGA, with their loyalty to the established tour shown by their refusal to televise the rebel LIV Golf Series, despite being offered rights to the Saudi-backed tournaments at a knockdown price.Sky Sports may have to pay a premium to secure an extension to the existing contract that expires at the end of this year however, after revealing bumper viewing figures for McIlroy’s historic Masters victory on Sunday night.The Northern Irishman’s triumph in achieving a career Grand Slam was watched by a peak audience of 1.85m, a staggering 37 per cent of total TV viewership at the time.McIlroy’s victory helped Sky Sports achieve record viewing figures on Sunday, with their coverage reaching 7.5m viewers on linear channels throughout the day.Sky Sports’ average audience across all their channels from 6am on Sunday until 2am was 1.3m – a 19 per cent share of the total audience and an impressive 39 per cent amongst under 35s – with armchair fans tuning in throughout the day to watch the Premier League, EFL, Formula One and tennis before the Masters climax.The PGA Tour’s current deal with Sky Sports guarantees them a minimum of 36 events each year. Sky Golf also has the rights to all the men’s and women’s majors, the DP World Tour and the Ryder Cup.
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