LIV Golf attracted big names like Phil Mickelson, Sergio Garcia, and Jon Rahm with a significant investment. The upcoming televised event on Fox will determine if this investment pays off for the breakaway tour. (Photo by Montana Pritchard/LIV Golf via AP)
(ASSOCIATED PRESS)
The most intriguing moments in golf often unfold not on Sunday afternoon but on Friday, as players strive to make the cut. Each shot and decision holds immense importance, shaping the tournament’s outcome and players’ careers. The cut line stands as a harsh, final judgment.
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LIV Golf faces a critical juncture this week, akin to a cut line. As the Saudi-backed tour enters its fourth year, it will receive its first national spotlight on Fox, hosted at a course owned by the U.S. president. This event presents LIV with a prime opportunity to gain national recognition beyond being a well-funded venture for a select group of players.
However, LIV encounters challenges as it navigates a golf landscape intertwined with or parallel to the PGA Tour. The financial strain of establishing a global tour from scratch and luring the world’s top players with substantial payouts is becoming evident, compounded by the PGA Tour’s strategic approach.
LIV’s primary challenge: attracting viewers
A crucial factor for any sport with global aspirations lies in its broadcast agreements. LIV has struggled to draw American viewers this season due to late-night start times for international events. The upcoming tournament at Doral in Miami, airing on Fox for the first time, offers LIV a significant platform to reach millions of potential viewers and compete against a smaller PGA Tour event.
President Trump’s presence at Doral introduces a political dimension that could polarize audiences, posing unique challenges for LIV in maintaining a neutral stance. This alignment with Trump adds complexities that the Tour does not face, potentially influencing public perception.
President Donald Trump and his son, Eric Trump, drive in a golf cart after he arrived on Marine One at the LIV Golf tournament being held at his Trump National Doral Golf Club this weekend. (Joe Raedle/Getty Images)
(Joe Raedle via Getty Images)
Internal discord, external pressures
LIV’s appeal has always rested on its star players, such as Rahm, DeChambeau, Koepka, and Mickelson, recruited with lucrative contracts. However, uncertainties loom as these contracts near expiration, with players like Koepka remaining noncommittal about their future with LIV. This ambiguity, coupled with recent investment offers and reintegration talks with the PGA Tour, underscores the challenges facing LIV’s long-term viability.
Recent reports of investment proposals and negotiations between LIV and the PGA Tour point to a complex landscape, where the future of both tours hangs in the balance. The outcome of this weekend’s event at Doral could shape the narrative of LIV’s sustainability and its ability to compete against the PGA Tour.