LIV Golf: Inside Saudi-backed League’s resurgence and future plans
Most golfers agree that wind is perhaps the most perplexing challenge they face in the sport. Nothing influences decisions and executions on a golf course more than the direction and strength of the wind. It impacts everything — from club selection to shot shape to how conservative or aggressive one can be with their plans.
Tailwinds are preferred; crosswinds and gusts tend to puzzle, but if there was a hate list, headwinds would top it. If it is blowing into your face, the ball gets a vertical lift, which reduces the distance travelled and can transform the easiest of holes into devilishly difficult ones.
This is also true outside the golf course. From a long-haul flight to businesses, everyone yearns for a little supportive nudge from behind.
The wind is changing for LIV Golf, the biggest disruption the centuries-old sport has seen since it embraced professionalism. After facing severe criticism and backlash from established organisations, there’s finally some tailwind for the Saudi Arabia and Public Investment Fund (PIF)-backed League.
In its last event held in Adelaide last month, a new attendance record was set as more than 102,000 spectators watched the loud and explosive action unfold at The Grange course. The success has been so resounding that the South Australian city signed a contract extension until 2031. That was also the week when two of the four major championships — the US Open and the Open Championship — granted an exemption to LIV Golf players. This comes after leaders of the two championships (the United States Golf Association and the Royal & Ancient) were vocal in their criticism of the new League in its early days.
Most importantly, starting this season, LIV Golf has signed two major broadcast deals: with Fox Sports in the US and with ITV in the UK. This was a critical piece missing from their arsenal.
Another factor that has helped is the accession of Donald Trump to the White House. The US President is an avid golfer and has close ties with LIV Golf, with many of his golf courses hosting their tournaments. The PGA Tour has now approached Trump to ensure that PIF’s proposed investment into the Tour is a done deal and there is a unification in the sport.
The captain who navigated LIV Golf through the choppy waters the first three years is no longer at the helm, but Australian legend Greg Norman continues to be an important part of the organisation. And he can feel it in the air that better days are ahead.
Speaking to KT Luxe, Norman said: “We have always maintained that LIV Golf is a very different product from what the PGA and DP World Tours offer. It’s fast-paced, designed for a much younger audience and offers a global perspective. It’s a shame that the tours and organisations didn’t see it that way in the beginning, but their outlook is slowly changing.”
Drawing from his experience in both sports and business, he emphasises the importance of timing and patience. “During my playing days and through my various businesses, I have learned that in the world of sports, patience is crucial. If you remain patient and true to your vision, it leads to growth. And the other critical factor is timing. When all the right elements are in place, it leads to success,” he adds.
Moreover, Norman doesn’t see LIV slowing down anytime soon. “It will become the true global golf platform, present on every continent. It has created a new competitive model, opening up golf’s ecosystem for growth. I believe the time is now right for a quantum leap for the League.”
The LIV advantage
The ace up LIV Golf’s sleeves is the fact that they can guarantee a field in whichever part of the world they play, thanks to the contracts they have with some of the biggest names in the sport.
When you have a tournament in places not used to having such star-studded fields — like six-time major champion Phil Mickelson, five-time major winner Brooks Koepka, and the reigning US Open champion Bryson DeChambeau — the excitement among golf fans is palpable.
Scott O’Neil, LIV Golf’s new CEO, firmly believes that this is their greatest strength and key differentiator. “You don’t have to look too far past our leaderboard to know that outside of the majors, if you want to see the best players in the world, there’s only one place to see it. And that’s at LIV,” said the American.
Another advantage LIV enjoys is its ability to innovate. The Party Holes at their tournaments have become the place-to-be for fans, while their high-energy broadcasts feature dynamic graphics and fast cuts. They were the first to allow players to wear shorts in competitions. And last month, in Riyadh during the season-opener, they introduced night golf in men’s competition for the first time.
Challenges remain
Even as the conditions soften for LIV Golf to flourish, making it financially sustainable and securing Official World Golf Ranking (OWGR) recognition should be on top of O’Neil’s to-do list.
Financial filings from their UK arm have shown that PIF has now invested $3.9 billion into the project. The prize purse at each of the 14 events is $25 million, and the staging cost is at least another $10 million. Adelaide was the best tournament for the League in 2024, generating close to $17 million, and experts say last month’s 2025 edition is expected to be closer to the breakeven mark.
PIF chairman Yasir Al Rumayyan has promised continued support to the League, but economic prudence is essential. With secured TV deals and greater fan acceptance, LIV is expecting a much better financial season in 2025.
In the absence of OWGR points, the rankings of most of their top stars have slipped. That has prevented them from qualifying for majors and the Olympics, which is always a big thing for these elite-level players.
When LIV first applied for the ranking points, there was pushback from OWGR members, all of whom were part of the established ecosystem of the sport and waging a battle against the upstarts at the time. Frustrated by the constant roadblocks being put up, LIV retracted its application. Now would perhaps be a good time to restart that process.
The hard yards have been put in and the timing seems right, but as Norman said, it still requires a bit of patience before LIV is accepted as one of the mainstream Tours in golf.
