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LIV Golf wrapped up its third season earlier this year, and it’s hard to argue it’s even come close to having the impact it’s hoped to make with the billions of dollars that have been poured into a league that’s home to some of the best golfers on the planet. Its lackluster broadcast deal certainly hasn’t helped on the exposure front, but it could be getting a big boost if the one it’s reportedly working on goes through.
It’s been close to four years since LIV Golf injected an unprecedented amount of drama into the world of golf when the Saudi-backed venture began to use the virtually endless amount of money at its disposal to poach players from the PGA Tour.
As things currently stand, the LIV Golf roster boasts a slew of notable names including Jon Rahm, Bryson DeChambeau, and Brooks Koepka, but you’d be hard-pressed to find many golf fans who could actually tell you how any of them have fared since making the leap.
One of the biggest hurdles LIV Golf faced when it initially set out to take on the PGA Tour was the lack of a television deal, which led to the first season being exclusively streamed on YouTube and Facebook.
That changed in 2023 after the league entered into a partnership with The CW, but that didn’t end up being an ideal situation when you consider a sudden-death showdown between Rahm and Koepka couldn’t attract the ratings a pickleball tournament airing on Fox at the same time managed to garner.
However, it sounds like LIV Golf could be on the verge of getting a much-needed upgrade on the TV front, as Sports Business Journal reports the league is currently engaged in talks with Fox Sports; Scott O’Neil, who is expected to replace Greg Norman as CEO, played in the same group as a network executive in a pro-am ahead of the LIV Golf vs. PGA Tour installment of The Match that saw Rory McIlroy and Scottie Scheffler walk away with the victory for the latter on Tuesday.
As the outlet notes, it’s currently unclear if a potential deal would lead to LIV Golf events airing on FS1 or Fox, but it seems like either situation would be a step in the right direction for a brand that needs all the help it can get on the viewership front.