Richard Deitsch is answering reader questions this week in his column for The Athletic. He received several questions about the media future of LIV Golf. His answer is short and sweet. LIV Golf will end up on TV in the United States at some point.
One reader named Christopher wondered if streaming events through partners like YouTube and Facebook is hurting any momentum the tour creates every time a new golfer signs on. Another, named Merri, wondered if the lack of a TV deal that pays LIV Golf makes it less viable in the long run.
“I think LIV will get a media deal in 2023,” Deitsch answers.
What companies want to be in business with the Saudi government, which backs LIV Golf? According to Deitsch, the networks that aren’t interested would be steering clear because of their relationships with the PGA Tour, not because of any social backlash.
“If you think sports media entities will pass on LIV because of allegations of the Saudi government’s complicity with the attacks on Sept. 11, 2001, or its alleged involvement in the 2018 murder of journalist Jamal Khashoggi, or its treatment of gay people, let me introduce you to ESPN and Turner, who partner with the NBA, who partners with China, and Fox’s World Cup coverage from Russia. I think LIV will sell its rights cheap in the U.S. and someone will bite.”
LIV Golf has created some interest, but with no traditional broadcast partner, its appeal may be limited thus far. The tour attempted to purchase air time from FOX for its first event in London, but was turned down. As a result, an average audience of less than 75,000 in the United States watched.
PGA Tour commissioner Jay Monahan has been outspoken in his disdain for the competition. Golfers that have signed on to LIV have been banned from PGA events. That likely means that when LIV is ready to take its product to the networks, the PGA’s TV partners, CBS, ESPN and NBC, are not likely to bite.
