LIV Golf Fails to Secure Friday TV Partner for 2024 Season
Staff Writer
Putting a new golf league on television comes with its own set of challenges. From video and audio equipment to on-air talent and production staffing, there are numerous elements that need to be meticulously coordinated. Without a doubt, televising golf is considered one of the most difficult tasks in sports broadcasting. However, the sports TV business is rarely fair, and LIV Golf’s broadcast team found themselves in the unenviable position of searching for a network to air their telecasts.
During the LIV offseason in October, the league set a clear objective: to secure a second network partner in the United States. Although LIV had an existing agreement with the CW, it only covered Saturday and Sunday broadcasts. Friday rounds were only available on the CW app and YouTube, leaving a significant portion of the league’s television hours without a television partner in the United States.
The absence of a Friday television partner meant that LIV was unable to generate TV revenue from 33 percent of its available television hours. Will Staeger, LIV’s chief media officer, stated in an interview in August that the goal was to capitalize on the increased market interest following the landmark “framework agreement” with the PGA Tour. LIV intended to add a second partner, allowing them to monetize all of their TV hours.
Staeger and other high-ranking media officials wasted no time and attended the Sportel Sports Media conference in Monaco shortly after the conclusion of the 2023 season. This annual event attracts some of the most prominent figures in sports media and provided an opportunity for valuable negotiations regarding media rights.
However, two weeks into the 2024 season, LIV Golf has yet to secure the desired broadcast deal. As it stands, LIV’s Friday television coverage remains unchanged, with Saturday and Sunday broadcasts airing on the CW and Friday rounds available on the CW app, YouTube, and the LIV Golf app. The only exception to this schedule was during the Super Bowl weekend when LIV’s Friday broadcast aired on the CW with a two-hour primetime tape delay. This change was made to accommodate scheduling conflicts, as LIV elected to shift its tournament to Thursday-Saturday to make way for the Super Bowl coverage.
Although the absence of a Friday broadcast partner may not significantly impact the rival league’s ability to generate substantial TV revenue, it does highlight the challenges surrounding LIV’s TV rights. Since its inception in 2022, LIV Golf has struggled to garner significant interest from the sports media market. Despite notable changes, such as a potential agreement with the PGA Tour and securing top golf stars like Jon Rahm, the excitement has yet to translate into lucrative television opportunities.
One of the obstacles facing LIV is its comparatively low ratings. In its first year on the CW, the league struggled to attract viewership, often averaging only a few hundred thousand viewers. Unfortunately, this trend appears to have continued into 2024. During the recent Sunday telecast, the CW managed an average of 432,000 viewers for LIV’s final round at Mayakoba, while CBS’s re-airing of Saturday’s third round drew an audience three times larger. These numbers highlight the inherent advantages of network television, but they also underscore the significant gap between the two products.
Ratings are a key indicator of audience interest and value, which directly affects advertising revenue. For a sports property, TV value relies on a broadcaster’s ability to recoup its investment through advertising and subscription fees. While other factors, such as prestige, history, and star power, can contribute to the value of TV rights, LIV Golf appears to be lacking the necessary audience interest. Without sufficient value, it becomes difficult to convince networks to invest billions of dollars similar to those offered to the PGA Tour.
Despite the challenges, LIV Golf’s broadcast team has achieved notable successes in the two years since the league’s creation. The league’s coverage remains highly regarded in the golfing community, boasting top-of-the-line graphics and a high-octane production style. Additionally, LIV secured partnerships with the Spanish broadcaster MoviStar and sports tech provider PMY Group, utilizing Google’s cloud technology to enable live coverage of every shot from most LIV events in 2024.
However, regardless of these accomplishments, a league’s TV value ultimately hinges on its ability to turn TV rights into substantial revenue. Whether or not LIV Golf secures a Friday TV partner in the future, the league has yet to reach its maximum potential. If LIV hopes to establish itself as a formidable presence in the pro sports world, television remains the key.
_For more insights and exclusives, reach out to the author at_ [james.colgan@golf.com](mailto:james.colgan@golf.com). _To receive early access to exclusive content like this, subscribe to the_ [Hot Mic Newsletter](https://link.golf.com/join/5tc/hot-mic-signup?).
Frequently Asked Questions
What are the challenges of putting a new golf league on television?
Putting a new golf league on television involves numerous challenges, including ensuring video and audio equipment, securing on-air talent, organizing production staffing, and coordinating camera technicians. Golf is widely regarded as one of the most difficult sports to televise, requiring meticulous coordination of these elements with no margin for error.
What was LIV Golf’s goal during the offseason?
LIV Golf aimed to secure a second network partner in the United States during the offseason. While they had an ongoing agreement with the CW for Saturday and Sunday broadcasts, they lacked a television partner for their Friday rounds. The goal was to monetize all their available television hours and generate additional TV revenue.
Why is the absence of a Friday television partner a challenge for LIV Golf?
Without a Friday television partner, LIV Golf fails to generate TV revenue from 33 percent of its available television hours. TV revenue is a crucial component of any sports league’s overall business, and the inability to capitalize on these hours can have financial implications. Securing a network partner for Friday coverage would allow LIV Golf to maximize its TV revenue potential.
What has been the response to LIV Golf’s TV rights in the sports media market?
Since its establishment in 2022, LIV Golf has faced a relatively chilly response to its TV rights in the sports media market. Despite notable developments such as a potential agreement with the PGA Tour and the signing of top golf stars, the league has struggled to generate significant interest. This lack of interest from broadcasters has hindered LIV Golf’s ability to secure lucrative TV deals.
How important are ratings for LIV Golf’s TV value?
Ratings play a crucial role in determining the TV value of a sports property. LIV Golf faced challenges with viewership in its first year on the CW, often drawing audiences of a few hundred thousand people. This trend has continued into 2024, with the CW’s telecast of LIV’s final round at Mayakoba attracting 432,000 viewers on average, while CBS’s re-airing of Saturday’s third round garnered a significantly larger audience. Ratings directly impact advertising revenue and can influence networks’ willingness to invest in TV rights.
What potential financial impacts does the absence of a Friday TV partner have for LIV Golf?
The absence of a Friday TV partner is likely to have downstream financial implications for LIV Golf. While the rival league may not rely heavily on TV revenue, LIV Golf’s ability to maximize its TV rights and generate substantial income is a significant factor in securing its long-term financial stability. A lack of interest from networks and audiences can impact the overall value of LIV Golf’s TV rights agreements.
How can LIV Golf fulfill its promise and become a major player in the pro sports world?
Television plays a pivotal role in LIV Golf’s ability to become an entrenched piece of the pro sports world. Despite facing challenges and gaining notable achievements in its two years of existence, the league’s TV value is crucial for its long-term success. Building audience interest and securing valuable TV rights agreements are integral steps in fulfilling LIV Golf’s promise and expanding its presence in the pro sports landscape.
Updated February 13, 2024