LIV Golf and the PGA Tour have been at odds since the Saudi-backed league's launch in 2022 under Greg Norman. But the roots of the feud stretch back decades, to Norman's failed World Golf Tour concept in the 1990s, which was swiftly shut down by the PGA Tour.The modern rivalry reignited when LIV, backed by Saudi Arabia's Public Investment Fund (PIF), began poaching top PGA Tour players with massive contracts. In June 2023, the PGA Tour and PIF stunned the golf world by announcing a framework agreement to unify the sport.Two years later, that deal remains unresolved. Despite multiple high-level meetings, including rounds of golf involving Jay Monahan, Yasir Al-Rumayyan, and even former President Donald Trump, negotiations collapsed.According to ESPN, the PGA Tour rejected a $1.5 billion investment offer from PIF in early 2025, citing concerns over LIV's continued existence and Al-Rumayyan's proposed role as co-chair of PGA Tour Enterprises.Amid this uncertainty, Viktor Hovland has emerged as one of the few top players willing to speak candidly.Appearing on The Fried Egg podcast during the Travelers Championship week, the 2023 FedEx Cup champion said he was "a little surprised" by the appointment of Brian Rolapp as the PGA Tour's new CEO.But it was his critique of the Tour's recent strategy that drew attention. "Everything could get better for sure," Hovland said. "Especially the messaging the last couple of years... certainly against LIV Tour emerging."Hovland argued that the Tour leaned too heavily into financial comparisons with LIV, rather than emphasizing its legacy. "The PGA Tour didn't really go with the best strategy," he said."They had leverage—historical events, tradition. They should've honed in on that. Playing the money game... it's tough to compete against the Saudis."Instead, he believes the Tour should focus on what makes it unique. Like the iconic venues, emotional finishes, and career-defining moments."Back at the Travelers, it's a great event," Hovland said. "You remember that shot, that champion. That's what makes the PGA Tour. That's why people tune in."His comments echo frustrations voiced by other stars like Rory McIlroy and Jon Rahm, who have criticized the Tour's communication strategy throughout the LIV standoff.And they come at a pivotal moment, as Rolapp begins his tenure with the task of unifying a fractured spot in golf.The 22-year NFL veteran and former Chief Media and Business Officer will oversee both PGA Tour Inc. and PGA Tour Enterprises.Speaking at the Travelers Pro-Am on June 18, he acknowledged the complexity of the LIV situation. "I come in with a clean sheet of paper," he said."It's probably something I should learn more about before I speak. But I will say my focus is on growing the Tour, making it better, and really moving on from the position of strength that it has".As the deal remains unclear on the table, Viktor Hovland's strong message is a wake-up call for the PGA Tour and the new CEO.More Golf: Rory McIlroy's Gaffe amid Tommy Fleetwood's Epic Collapse