LIV Golf Reportedly Struggling to Find U.S. TV Deal – “Too Toxic”

LIV Golf seems to have an unlimited treasure chest based on the funding it has from Saudi Arabia’s Public Investment Fund, but the major revenue driver in sports is television rights fees, which the new league is reportedly struggling with.

While figures aren’t disclosed, it’s believed that the PGA Tour is making just shy of $700 million per year in its current deal with U.S. television partners that runs through 2031.

 

 

 

 

 

 

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A post shared by LIV Golf (@livgolfinv)

LIV Golf, meanwhile, has been putting its events up live on YouTube. They are obviously looking for a rights deal not only for revenue but to add to their reach to be a viable golf tour alongside ones like the PGA Tour and DP World Tour.

For example, the final round of LIV Golf’s second event in Portland, Oregon in July drew 93,000 viewers live on YouTube. Meantime, CBS’s live coverage of the final round of the PGA Tour’s RBC Canadian Open drew an average of 2.8 million viewers head-to-head.

But reports are out that despite media companies’ appetite for live sports, getting a deal will be easier said than done for LIV.

Well-placed source says Apple TV has turned down the opportunity to broadcast LIV Golf as it is “too toxic.”

Still not clear where LIV will be broadcast in 2023.

— Dan Rapaport (@Daniel_Rapaport) September 13, 2022

LIV Golf CEO Greg Norman has stated that negotiations with networks are continuing and “offers are being put on the table,” but the report from Apple TV shows that media companies are hesitant about backing a brand with ties to the Saudi Arabian government.

If a lucrative deal doesn’t surface, options for LIV include continuing to broadcast on YouTube and its social platforms, buying time on networks to at least gain viewership (some start-up leagues have adopted this strategy, including the 2020 iteration of the XFL), or starting its own streaming platform.

Cover Image Via CNN