LIV Golf Just One-Upped The PGA Tour With a New Partnership That Puts the Fans First

LIV Golf just very well may have one-upped the PGA Tour in terms of broadcasting for fans with a new partnership with Google Cloud and PMY.

LIV Golf has signed a multi-year agreement with Google Cloud and PMY to bring “Any Shot, Any Time” to fans.

The new feature is going to be launched this Summer on LIV Golf Plus and will create a highly innovative and immersive viewing experience for fans by letting them watch the exact golfers, teams, or groups they want to watch at any given time. 

Google Cloud and PMY join forces to transform sports and events with Generative AI 🤝

Google Cloud and PMY partner with LIV Golf on Golf Companion App and first-of-its-kind live broadcast capabilities 👏

“LIV Golf has been associated with innovation from its inception and is a…

— LIV Golf (@livgolf_league) February 1, 2024

It also will give fans the ability to watch catered on-demand highlight reels from any round of any LIV Golf tournament.

Greg Norman said:

“This is a game changer for golf and most importantly, for the fans. We are proud to have Google Cloud on board as a technology partner of LIV Golf as we accelerate our league’s digital transformation with the preeminent brand in this space. Working with Google Cloud and other world-class partners, our advanced approach to technology and innovation will revolutionize golf as we bring the sport into the future.”

Any Shot, Any Time is powered by Google Cloud’s AI technologies, and fans will be able to watch a golf event unlike anything previously offered. 

It will feature:

• 3D aerial overviews of each venue
• Advanced Real-Time Statistics
• Virtual Caddy Views
• Customized Competition Recaps

One of the biggest problems with golf coverage now is, interestingly, the lack of availability there is.

The latter portions of many rounds are available on networks, but for hardcore golf fans, that simply is not enough.

Take, for example, the Sentry Tournament of Champions, which occurred just a few weeks ago.

Despite leaders teeing off at times later in the day for us in the contiguous 48 States, we were told by NBC and Peacock that coverage would begin at a certain time. However, coverage of even the leaders did not begin until they were close to making the turn.

Instead, viewers were forced to listen to commentators talk about the present state of golf, what their opinions were, and hear second-hand information about what was going on in the tournament. It is a less-than-favorable experience for those who tune in for actual golf.

Personally I’d like to see some of this investment go into making the viewership experience more well-rounded for fans.

Nobody wants to hear Brandel and Rich Lerner talk about the same things for two hours while cameras could be on what we actually care about: the golf

— Joey Klender (@KlenderJoey) January 31, 2024

The PGA Tour has a major shortcoming when it comes to broadcasting and the availability of viewing options. Although many of us pay $10.99+ for ESPN+, $7.99 for Peacock, and $6.99 for CBS Sports+, we do not get to see all 72 holes of a golf tournament, which some of us do want to see while we are working on Thursday and Friday, and at home on Saturday and Sunday.

LIV has essentially one-upped the Tour with this.

Cover Image via LIV Golf