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A marquee golf tournament featuring Rory McIlroy and Cameron Smith at Royal Melbourne should be appointment viewing—but for Australian fans, the 2025 Australian Open has become more memorable for its commercials than its competition.

Viewers flooded X with complaints about 9Now and Fox Sports coverage during the tournament’s opening days, citing excessive advertisements, replays, and promos at the expense of live golf. One fan reported seeing just five shots from McIlroy during a two-hour viewing window. Another called the coverage a joke, claiming ads and filler content dominated the broadcast.

The frustration extends beyond streaming platforms. Fox Sports and Golf Channel’s international feed faced similar criticism for delayed start times and disjointed coverage. Multiple viewers noted they couldn’t track leaderboard positions or follow tournament flow, with one asking for some actual golf amid the advertisements.

The backlash highlights a recurring tension in golf broadcasting: networks balancing commercial requirements against viewer expectations for continuous, real-time play.

To be continued..