Once upon a time, Formula 1 was perceived as a predominantly European racing spectacle, largely ignored by the American public. Fast forward to the present, and the situation is remarkably different. Formula 1 has significantly expanded its reach, becoming a global sporting tour de force, with a stunning 58% increase in American viewership in 2021 alone. This unprecedented growth isn’t solely attributable to the so-called “Netflix effect”. Instead, it’s born out of a well-executed global strategy that has masterfully created a top-tier sporting product that transcends cultural divides while preserving its elite status. It’s no surprise, then, that other sports are scrambling to emulate F1’s winning formula, including LIV Golf, steered by its new CEO, Scott O’Neil.
O’Neil, the newly appointed head of LIV Golf, has been openly drawing parallels between his Saudi-backed golf league and the racing colossus, Formula 1. Speaking at a recent media event in Singapore, O’Neil didn’t hold back when expressing his ambition for LIV Golf to mirror F1’s global reach. In the face of criticism regarding LIV’s underwhelming TV ratings, O’Neil deftly shifted the conversation to international expansion and a team-based competitive model, elements directly borrowed from the F1 game plan.
LIV Golf, which operates under the motto “Golf but Louder,” has set its sights on elevating golf to an international platform, with a clear emphasis on long-term objectives rather than short-term gains. To underline this commitment, LIV Golf kicked off its 2025 season with four international events, a departure from the traditional US-centric start. Speaking about this strategic decision, O’Neil stated, “We are different, though. We’re a global sports league. We started our first four events in Riyadh, Saudi Arabia, then moved to Adelaide, Australia, followed by Hong Kong, and now we’re in Singapore. Some of our events are played at 3 in the morning for those of you in New York. It might not resonate on traditional rating scales as a typical US sports league would, but we’re quite comfortable with that.”
O’Neil, who assumed his position less than three months ago, replacing Greg Norman, has been proactive in his approach to expanding the league, having already signed agreements with Fox Sports and Riyadh Air. He went on to draw a direct comparison between LIV and Formula 1, asserting, “Over time, the idea of being the F1 of golf resonates strongly with me. Apart from LIV, F1 is the only truly global sports league. They have teams, and we have teams – it’s a novel concept for golf to be a team sport. You’re definitely competing in a premium market, just like F1.”
In what many perceive as a veiled critique of the PGA Tour, O’Neil highlighted LIV’s superior fan experience. He said, “Our hospitality experience is undoubtedly on par with the Paddock or even a notch above in terms of opportunity. Walking our driving range before an event is strikingly similar to walking the pit row. It’s as close a parallel as you can find.” He did, however, concede the experience gap between the two organizations, noting, “Remember, we’re only three years in, and they’re about 80.”
Despite his relentless focus on global expansion, the question remains: Are fans tuning in to LIV Golf? Or is this ambitious international growth happening on empty screens? The TV ratings seem to tell a different tale. O’Neil’s vision of a rapidly expanding global sports league emulating Formula 1’s trajectory seems to be at odds with the reality reflected in the viewership data. Rather than a burgeoning phenomenon, the numbers paint a picture of a struggling startup. Recent Nielsen ratings for LIV Golf events have consistently shown low viewership.
LIV’s events, even those with more favorable time slots, have failed to show any marked improvement in viewership. The stark contrast between the viewership of LIV Golf and other sporting events raises serious questions about O’Neil’s comparison with Formula 1. For instance, the Formula 1 Miami Grand Prix in May 2024 drew over 3.2 million viewers on ABC. The contradiction is glaring. O’Neil downplays the poor U.S. ratings by emphasizing LIV’s international focus. However, a genuinely “global” sports league should be able to garner significant viewership across multiple markets – something Formula 1 has managed to do but LIV Golf has yet to demonstrate.
So, will LIV Golf ever become the “F1 of golf,” as claimed by O’Neil? Or are these comparisons merely marketing gimmicks designed to mask underlying audience issues? The viewership numbers suggest a challenging journey ahead, regardless of how optimistically O’Neil describes the path. We’d love to hear your thoughts on LIV’s global strategy. Feel free to share your views in the comments section below!
