LIV Golf isn’t particularly known for its tradition or “growing the game,” despite what their slogans might say. Rather, they are known for “shock and awe” moments fueled by a bottomless checkbook. I think we all can agree that LIV’s entry into the sports world wasn’t about the love of the green; it was a billion-dollar attempt to buy relevance overnight. Now, with reports that the Saudi PIF is on the verge of pulling its backing, it seems the “product,” and yes, they often treated it more like a corporate asset than a sport, is facing imminent closure.
As someone who loves getting out on the course and playing golf myself, I find the whole situation fascinating. There is a specific rhythm and respect for the game that you feel when you’re out there, and LIV’s “loud” approach always felt a bit disconnected from that. After reporting a nearly $600 million loss in 2024, it’s clear that it’s one thing to lure stars like Phil Mickelson with massive paydays, but it’s another to get fans or even casual players like me to actually tune in and stay engaged.
What’s most interesting is that while LIV was busy trying to disrupt the economics of the game, they failed to master the “always-on” engagement that keeps modern sports alive. Without lucrative media rights or a loyal fan base, they were essentially operating on a countdown clock. In marketing, being ready for the moment is everything, but LIV’s moment was built on a foundation of “irrational spending” rather than a sustainable strategy.
What do you think? Do you think LIV Golf ever had a chance to win over the traditional golf audience? Is there any way for these players to salvage their brands if the circuit folds?
Beyond the Screen
- Currently Reading Recursion by Blake Crouch
- Listening to How to Win Friends and Influence People by Dale Carnegie