It’s approaching four years now since LIV Golf burst onto the scene to disrupt and change the world of golf as we know it but there are still a number of issues with the tour that need resolving.
There’s absolutely no question that LIV has had an impact on the game. Whether you feel that is a positive or negative one, or a mix of both, is open to interpretation.
However, the added money, the introduction of the team element and signing of top stars from the PGA Tour have all had a ripple effect for the entire sport.
Still, while those elements of LIV are there for all to see, there remains a problem for the Saudi-backed tour in terms of capturing the audience over in the USA.
And with a three week period in the states to come to round off their season, LIV are facing what could potentially be a defining acid test for their future.
LIV Golf face defining period as it builds for the future
One of the big issues LIV has faced ever since its inception has been attracting the sort of TV audiences that the PGA Tour does.
The PGA have spent years developing a product and everyone knows where to go if they want to tune into events.
However, LIV has struggled on that front and while they do offer viewing experiences through differing channels like YouTube, their own app, and their latest TV deal, the numbers they do get nowhere near the PGA Tour.
A big part of LIV’s problem has been its ability to attract the American TV audiences. Yes, they take the TOUR around the world and in general, their events are heavily attended.
As of May this year, there is simply no competition in terms of success from the PGA and LIV side.
As quoted by Irish Golfer, ‘in seven head-to-head Sundays, the audience difference between golf’s two main tours is clear. On Sundays in which the two tours have held events in 2025, the PGA Tour is averaging 3.1 million average viewers on CBS/NBC, while LIV is averaging 175,000 on FOX/FS1/FS2.’
The contrast there is simply enormous and it is something that LIV simply has to address. Quite how they do so, is another debate.
USA tour crucial for LIV’s future
While TV ratings and viewers are so important for any product in sport, the other issue LIV has is keeping hold of talent.
A number of top stars are coming up a point where their contracts with LIV are approaching an end date.
The likes of Bryson DeChambeau, Brooks Koepka and Joaquin Niemann are genuine superstars on LIV but if they can’t see the product is continuing to grow and bring in new audiences, then they may feel their interests are best served elsewhere.
And that, in a nutshell, is where the dominoes would start to fall for LIV and its backers.
If the top stars start moving on, it opens the door for more to follow and ultimately, the tour then becomes more unwatchable and with no star power, will fall by the wayside.
This three weeks in American, then, are going to be vital for LIV Golf.
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