As the 2025 season of LIV Golf unfolded, the announcement of new partnerships and advancements sparked a wave of optimism. However, the excitement was short-lived as the season saw a downward trend, marking a new era post the three-year stint of Greg Norman. With the reins now held by new CEO Scott O’Neil, the league hoped to alleviate concerns with lucrative deals inked with Fox Sports, ITV, and an extension with Seven Networks.
However, reality didn’t quite match expectations. Despite the hope of a surge in the league’s product after these new partnerships, a decline was observed instead. The opening event of the season, LIV Golf Riyadh, began with a modest average viewership of 12,000 on the first day, reaching around 40,200 by the final day. The trend seemed to persist with LIV Golf Singapore, which averaged 34,000 viewers on the final round.
Despite these worrying signs, CEO Scott O’Neil remains optimistic. In a recent episode of the Girl Dad Podcast, O’Neil, along with his daughter Lexi, discussed his new role at LIV Golf. He expressed his determination to uplift the sport, stating, “I do love challenges. LIV Golf is a disruptor.” Indeed, LIV Golf shattered traditional norms and managed to draw in numerous top players, giving the league a much-needed boost.
O’Neil’s positive outlook remains undeterred in the face of adversity. He believes in the potential to expand and evolve the sport, stating, “if we can put LIV Golf and do what we do at the world-class level, if we innovate, if we think differently, we’ll continue to do what’s in the best interest of golf, which is to grow this game.”
The start of the season saw new deals and partnerships, which kept the growth trajectory intact. Beyond the broadcast partnerships, the team also acquired new brand partners like Reebok for Bryson DeChambeau and Primo golf apparel for Phil Mickelson and his team.
However, the underlying concerns about viewership and league unification persist. While there were some positive developments from the merger, progress appears to have stalled, as indicated by Rory McIlroy. The league also faced a blow with the rejection from OWGR, causing a dip in the players’ world rankings. The league hopes that unification might resolve some of these issues. Talks with high-profile figures like Donald Trump, Jay Monahan, and Yasir Al-Rumayyan have given hope to the fans.
McIlroy, however, seems to have a contrary view. At the press conference at the Arnold Palmer Invitational, he expressed skepticism, stating, “I don’t think it’s ever felt that close, but I don’t, it doesn’t feel like it’s any closer.” Other notable figures like Adam Scott, Tiger Woods, and Jay Monahan are partaking in discussions to find a middle ground.
McIlroy further highlighted the problem of unifying two leagues following unique formats, stating, “So if one party is willing and ready and the other isn’t, it sort of makes it tough.”
As the leadership team stays hopeful, with O’Neil at the helm ready to embrace challenges, the league’s future remains uncertain. The new concerns might create obstacles in its path to growth. What’s your take on this situation? We welcome your opinions in the comments below.