LIV Golf’s off-season has been surprisingly busy, even without landing any big-name players from the PGA Tour.
The biggest moves? A game-changing TV deal with Fox Sports and a new CEO, Scott O’Neil, who’s taking over from Greg Norman.
They’ve also pulled off quite a coup by signing YouTube sensation Rick Shiels as an ambassador. With 2.9 million subscribers, he’ll be creating content from all 14 LIV events in 2025.
While there wasn’t a blockbuster signing like Jon Rahm this time around, LIV’s been busy recruiting young talent. They’ve picked up several promising players all in their early 20s – Tom McKibbin, Yubin Jang, and Luis Masaveu (all 22), plus Frederik Kjettrup (25).
So how’s LIV doing? Here’s what our experts think:
Nick Bonfield, Features Editor, gives it an 8/10:
“LIV’s really strengthened its position in professional golf,” he says. “They’re clearly here to stay.”
The tour’s been smart about building from the bottom up, focusing on young talent with huge potential. But the real game-changers have been happening off the course.
The Fox Sports deal is huge. Add in new team apparel deals and growing commercial partnerships, and LIV’s looking more legitimate by the day.
Jonny Leighfield rates it 6/10, taking a more cautious view:
“It really depends on what you call success,” he notes. The Fox deal and new CEO are big wins, and getting Rick Shiels could help attract younger fans.
But he’s less impressed with the player signings. “The new roster additions aren’t exactly going to make people rush to tune in – at least not yet.”
The most exciting changes might be happening behind the scenes. Scott O’Neil’s arrival as CEO could be huge for the league’s future. He’s got serious experience, and there’s talk he might help bridge the gap with the PGA Tour.
LIV’s also been winning over big brands. Reebok, Greyson Clothiers, and Castore have all jumped on board this winter.
There’s still work to do – they need a UK TV deal, for one thing. Right now, British fans can only watch on YouTube.
But here’s the thing: LIV’s getting stronger just as PGA Tour ratings are struggling (except when Rory McIlroy’s winning at Pebble Beach). Maybe it’s time for both tours to finally figure out how to work together?
The gap between LIV and the PGA Tour keeps shrinking. And with these latest moves, 2025 could be the year professional golf finally starts coming back together.
