It’s been close to four years since LIV Golf set out on its quest to take on the PGA Tour, and it’s safe to say its attempt to do so has left a lot to be desired. However, the league has taken a big step in the right direction after landing a television deal that’s a major upgrade over its former partnership with The CW.
By now, I feel like most people are aware LIV Golf has spent billions of dollars to lure a slew of notable names away from the PGA Tour in the hopes fans would follow in kind. Unfortunately, that hasn’t really been the case for an organization that’s spent years trying—a largely failing—to drum up hype for the tournaments that have struggled to have any real impact on the sport’s zeitgeist.
There’s obviously been plenty of talk about the drama stemming from the rift between the two professional circuits, and even though the PGA Tour has undoubtedly suffered by losing the likes of Jon Rahm, Bryson DeChambeau, and Brooks Koepka, LIV Golf hasn’t really been able to capitalize on the string of coups its managed to orchestrate.
One of the most glaring issues has been LIV’s attempt to broadcast its offerings to the masses with the help of the lackluster television deal the league opted to settle for when it linked up with The CW at the start of 2023 (tournaments were exclusively streamed on Facebook and YouTube prior to the point).
Unlike the vast majority of sports broadcasting deals, the network didn’t pay for the right to air the matches (the two parties shared advertising revenue), and while it theoretically gave LIV the chance to reach a larger audience, that did not really end up being the case due to the anemic ratings that greeted the bulk of the events.
In December, we learned LIV was angling for an upgrade after entering negotiations with a slightly more prestigious network around the same time it was reportedly honing in on a new CEO to replace Greg Norman.
On Wednesday, longtime sports executive Scott O’Neil was officially named as The Shark’s successor, and on Thursday, LIV shared some even bigger news when it revealed it had finalized a new broadcasting deal with Fox Sports.
Let’s go. We’ve teamed up with FOX
#LIVGolf | @FOXSports | @FS1 pic.twitter.com/BtOO3Br3FH
— LIV Golf (@livgolf_league) January 16, 2025
According to the press release that announced the news, all three days of every LIV Golf tournament will air across Fox affiliates, with “more than half” of the coverage being shown on either Fox or FS1. The new arrangement also differs from the previous one with The CW when you consider Fox Sports paid a fee to secure the rights, although it’s unclear how much it will fork over in what was described as a “multi-year deal.”
Only time will tell if this ends up being the spark LIV desperately needs, but it’s hard to imagine it’s going to hurt.
The post LIV Golf Finally Lands Legitimate TV Deal A Day After Greg Norman Was Replaced As CEO appeared first on BroBible.
LIV Golf Finally Lands Legitimate TV Deal A Day After Greg Norman Was Replaced As CEO
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