It has been quite the different off-season for LIV Golf, with their player signings arguably being less impressive than some of the other moves that they have made behind the scenes.
Previously, LIV Golf had become known for making the kind of signings which would send shockwaves through the game of golf. Of course, the likes of Phil Mickelson and Bryson DeChambeau made notable jumps from the PGA Tour, while Jon Rahm‘s signing in late 2023 threatened to be a real game-changer.
There has been little as impressive this time around. LIV have largely signed younger players who have potential. In fact, there is an argument that LIV’s most notable signing this year has been Rick Shiels, with the YouTuber signing an influencer deal with the league.
They have also announced Scott O’Neil as the new CEO, with O’Neil succeeding Greg Norman. And LIV now have announced a television deal with Fox Sports. Previously, they had had a deal with broadcasting network The CW.
Details of Fox Sports’ television deal with LIV Golf shared
Of course, given the size of Fox, it does appear to be a real statement of intent. But it seems that it is not exactly a lucrative deal for LIV, at least initially.
Speaking on Golf Channel, Front Office Sports editor in chief Dan Roberts shared what he had heard about what Fox have paid for the rights to show LIV Golf from 2025.
“I have also heard nominal fees, maybe even close to no or a very small agreement up front, very little money changing hands. Let’s remember, and respectfully to LIV, because they’ve made enough of a splash here that people care, and it’s a big deal when they face off at majors, LIV guys versus the PGA guys, but I think LIV was kind of scrambling to get a new deal,” he said.
“I don’t know that the CW was where they wanted to be. I said this at the top, the fact that some LIV events are going to air on Fox Business Network kind of tells you a lot. It’s anyone’s guess what happens next in terms of the tie up, but certainly merger was never quite the right word for what’s going to happen between these two bodies.”
LIV Golf looks to be here to stay
In truth, if there was any league which could afford to sign a television deal which does not reap instant rewards, it is arguably LIV, with the PIF behind the tour.
Obviously, they will not want to see LIV lose lots of money, particularly if they are looking at cutting back on some of their investments. However, they can clearly afford to foot the bill if they are confident that LIV is heading in the right direction.
And whatever you think of LIV, you do have to say that they are making progress. Perhaps it is because of how disappointing the PGA Tour is so far in 2025, but it does seem that LIV has a real opportunity to become more popular.
They are stacked at the top of the leaderboard, and they have a number of younger players who may be household names by the time some of their older players move on.
Certainly, it does not feel like LIV is going away anytime soon.
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