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LIV Golf Exec: ‘We’re Having Conversations With All Major Networks for 2024’

LIV Golf currently airs on Saturdays and Sundays on The CW network, leaving its Friday portions airing on the organization’s YouTube channel. It would like to change that model going forward.

Friday evenings have often been a wasteland for sports television. However, after abandoning its WWE properties, FOX Sports plans to air college football and basketball in the timeslot. LIV Golf is hoping others will get into the daypart.

“We’ve always intended, if they weren’t going to clear Friday for sports, which they have not done, then we’d go back to the marketplace for another partner, so a split package,” LIV Chief Media Officer Will Staeger told Sports Business Journal. “So, we’ve just now moved (to market), we’re having conversations with all major networks, for 2024.” 

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Due to its involvement with the Saudi Arabian government and its competition against the PGA Tour, LIV Golf saw a frosty television market when it launched. FOX Sports was reportedly interested in securing the television package, but denies it had serious talks with the league. Other reports claim LIV considered purchasing time on FOX Sports rather than being paid a rights fee.

The golf league eventually struck a deal with The CW that puts the events on over-the-air television. Staeger said he’s been happy with the arrangement.

“Those have shown consistent growth. Where audiences know where to find us, they keep coming back and that group is growing.”

 Despite its current television deal, a package of only Friday LIV Golf action isn’t likely to drum up a significant licensing fee. The group’s pending merger with the PGA Tour could shed future light on how television contracts are agreed upon by the two organizations.

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