The competition for viewership in professional golf is intensifying, with streaming and television ratings becoming critical indicators of success. LIV Golf, after hosting a well-received event in Adelaide and securing a notable partnership with FOX, places significant importance on these metrics to validate its presence in the golf world.
Enthusiasm grew when NUCLR Golf reported that the Adelaide event attracted an average of 249,000 U.S. viewers on FOX between 11 PM and 2:30 AM, and 225,000 Australian viewers on Channel Seven. However, these figures pale in comparison to traditional golf broadcasts; for instance, the final round of the Genesis Invitational drew 3.4 million viewers, nearly 14 times LIV’s audience. While these numbers surpass previous LIV broadcasts—such as the 12,000 average viewers for the Riyadh event on FS2 and 54,000 for its final round on FS1—the celebration was short-lived.
A subsequent report unveiled that the Saudi Arabia Public Investment Fund’s (PIF) investment in LIV Golf could reach an astounding $5 billion by the end of 2025. Financial documents reveal that PIF has already allocated $3.9 billion, with projections indicating this could increase to $5 billion by year-end. Despite revenues rising from $4.9 million in 2023 to $37.1 million in 2024—45% of which came from the Adelaide tournament—operating losses also grew from $244 million to $394 million. Notably, per-tournament costs decreased from nearly $10 million in 2022 to $7.3 million in 2023 as the number of events expanded from six to fourteen. Legal and professional expenses remain substantial, with LIV Golf UK incurring $15.7 million in legal fees in 2023, approaching the PGA Tour’s $18.7 million in legal expenses.
Golf enthusiasts quickly took to social media to critique these developments. Many highlighted the disparity between LIV’s viewership and that of established PGA Tour events, noting that even new leagues like TGL garnered higher numbers. Some pointed out that despite the Adelaide event airing during a favorable prime-time slot on the West Coast, it failed to attract a substantial audience. Comparisons to other sports further underscored LIV’s challenges in capturing a significant viewership share.
🚨📊📺 #RATINGS — The viewership data for the final round of LIV Golf Adelaide are in.
— U.S. Viewership: 249,000 average viewers on FOX between 11PM – 230 AM (Nielsen – via @YeahClickClack)
— Australian Viewership: 225,000 average viewers on Channel Seven. (Via @TV_Blackbox) pic.twitter.com/WLjuR7eHZR— NUCLR GOLF (@NUCLRGOLF) February 19, 2025
The juxtaposition of modest viewership gains against escalating financial investments raises questions about LIV Golf’s sustainability. As the league continues to navigate these challenges, the debate persists: Is LIV Golf’s multi-billion-dollar investment a strategic move with long-term potential, or a misstep in the competitive world of professional golf?