The LIV Golf-PGA Tour rivalry continues, with each side often outpacing the other in various aspects, including TV ratings. On March 16, approximately 34,000 viewers tuned in to FS1 to watch Joaquin Niemann‘s final round victory in Singapore, while the final round of the Players Championship attracted an average of about 3.6 million viewers, peaking at 6.2 million. Despite the gloomy state, a few LIV stars seem confident in the Saudi-backed league. Think about Bryson DeChambeau‘s claim this season, “I continue to see LIV Golf growing. It’s going to grow at an exponential pace for years to come, and we aren’t going anywhere.” But, hey, with the latest update from the PGA Tour, that may likely take some more time.
Remember the PGA Tour’s partnership with SSG Group? The PGA Tour secured a $3 billion investment from Strategic Sports Group, led by Fenway Sports Group. This partnership will provide nearly 200 players with access to over $1.5 billion as equity owners in PGA Tour Enterprises. The shocking part? According to Golf Week, while the Tour plans to distribute $1.5 billion in performance-based incentives to loyal players over the next five years, it hasn’t used the other half of the investment.
Any potential deal between the PIF and the PGA Tour would likely focus on financial interests, despite claims of unity and a shared vision. The Tour currently does not need this conditional investment, as it has not yet used any of the $1.5 billion it received from SSG 16 months ago. Perhaps this also served as the reason when the Tour, in April, rejected the PIF $1.5B investment offer. Well, there goes the one point PIF was leading on. Unfortunately, many other factors prove the Tour can make do without a merger.
How about the most recent TV ratings? LIV Golf’s ratings for the Korea event from May 2–4 fell significantly short of those for the CJ Cup Byron Nelson. The event attracted 30,000 viewers on Friday, 59,000 on Saturday, and 48,000 on Sunday, while the final round of the CJ Cup drew 2.918 million viewers. On the final day, LIV Golf was outperformed by over 60 times, highlighting its struggle to connect with the average golf fan despite its claims of being the future of the sport.
The PGA Tour is performing well in regard to sponsors as well. Despite the ongoing feud with LIV Golf, the PGA Tour maintains strong sponsor confidence, as evidenced by Commissioner Jay Monahan’s announcement of 14 sponsorship deals worth $400 million signed in the last quarter. This marks a 143% increase over 2024, bringing total sponsorship commitments to $4 billion over the next 10 years. However, the ball isn’t entirely in the PGA Tour’s court. There’s one thing working in LIV Golf’s favor—its players.
A couple of things are working in favor of LIV Golf against the PGA Tour
LIV Golf can capitalize on the strong performances of its players in major championships as a significant advantage in its competition with the PGA Tour. While the PGA Tour remains confident and has seen recent increases in viewership, LIV golfers such as Bryson DeChambeau and Jon Rahm consistently perform well in majors, with DeChambeau finishing in the top ranks in five of the last six majors and winning the U.S. Open. Brooks Koepka, despite not winning a major recently, claimed victory at Oak Hill just two years ago, highlighting the competitiveness of LIV players.
The elite major run continues for @brysondech #LIVGolf @Crushers_GC pic.twitter.com/CwOIwFAyI3
— LIV Golf (@livgolf_league) May 19, 2025
This success challenges the PGA Tour’s narrative that LIV golfers struggle in major events, as they continue to prove their elite capabilities. The PGA Tour has historically relied on access to major championships to retain players, but this advantage is diminishing. This year, three major championships have established explicit or de facto exemption categories for LIV competitors, and LIV’s new CEO is actively seeking recognition from the Official World Golf Ranking, which could further enhance their players’ access to majors.
As long as LIV golfers remain competitive and prominent on major leaderboards, the PGA Tour will face significant challenges in dismissing the Saudi-backed circuit. Maybe the LIV Golf is not strong, however, it is likely here to stay for a very long time. Sometimes, as fans say, the off-course actions between these circuits and their players sometimes seem entertaining!
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