LIV Golf Signs Influencer and YouTube Golf Legend

LIV Golf is signing Influencer and YouTube Golf legend Rick Shiels to a deal that will see him be a content creator for the tour, a massive development as the game continues to shift in the direction of content and less are attracted to the professional game.

Flushing It revealed today that Shiels would sign an “influencer deal” with LIV Golf, likely aiming to collaborate him with names like Bryson DeChambeau and others. It is not yet known whether Shiels will play in LIV events or not, but it seems like it would be an interesting idea to add a Creator Team with four of YouTube’s biggest, non-professional golfers.

Rick Shiels has signed an influencer deal with the LIV Golf League to create content from this season. Rick has the most popular golf YouTube channel with nearly 3 million subscribers, and with Bryson DeChambeau quickly rising the ranks too, LIV is making a big move in this… https://t.co/jZW03jhGPe pic.twitter.com/P1sgM8un1a

— Flushing It (@flushingitgolf) January 23, 2025

The move is a tremendous indication of how much the professional game has shifted. Ratings across professional golf tours have dropped substantially in the past few years, which is striking considering the game has grown so much since the COVID-19 pandemic in 2020. 

The narrative shift in terms of what has attracted fans of the game is monumental. We are seeing LIV sign a creator to a deal and the PGA TOUR launch a Creator Council in late 2024. It is no secret that the tours are taking every outlet necessary to grow ratings and increase fan interest.

Pro players are also starting to recognize the shift. Justin Thomas, in a letter to fellow TOUR players this week, said he challenges golfers to embrace change and try to make the game more consumable for fans by doing everything from mid-round interviews to weekly updates on swing or equipment changes.

Justin Thomas Pleads with Fellow Players to Fix the PGA TOUR with These Moves

The game's past versions were more serious and attractive to diehard fans, but that iteration of golf seems to be on its way out. Instead, it appears golf will now try to attract people through entertainment instead of world-class play.

Cover Image via Golf Magazine