LIV Golf Rumors: Greg Norman & Co Gets New Broadcasting Partners on Board

LIV Golf’s attempts to increase its already improved and accessible streaming facilities are truly admirable. In their mission to give the PGA Tour a tough level of competition to stand up to, it is being reported that the 54-hole format league has onboarded another streaming partner.

This is the mobile-first platform, Caffeine. This platform was launched in 2019 with a focus on sports and gaming. LIV Golf Jeddah, the upcoming event on the Greg Norman-led league’s calendar, seems to have a variety of sponsors onboard already.

Caffeine is the most recent addition to the event’s roster of strong backers at the Royal Greens Golf & Country Club. It is being reported that while the intricacies of its financial details are not yet available, it is expected that it will stretch on for a good part of 2024.

But how will this new addition change the ongoing broadcasting experience of the breakaway league? Well, considering it is especially onboarded for the Friday rounds of the league, it is expected to “carry the pre- and post-round shows, podcasts, and other affiliated programming” of the currently problematic first round of the PIF-funded league’s events.

The live tournament play will continue to be broadcasted on the CW app, LIV Golf Plus, and its YouTube channel. This added streaming partner will change the fan experience significantly, as they can now be more considerably in touch with the Friday happenings, as opposed to earlier.

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Other than the significant change in the user-experience, the new broadcast deal will also help the Saudi-funded league in improving one more crucial factor, that has been a matter of concern so far.

Why has LIV Golf been trying to improve the Friday broadcasting experience?

The short answer to this is that LIV Golf wanted to stop its loss of revenue. Springing from its comparative disadvantage against the PGA Tour when it comes to viewership, a delayed merger has been costing LIV Golf millions in losses. The biggest loophole in this is their inability to televise the first round of these events. Its current partner, the CW Network, only televised the weekend rounds of its events.

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As the rival league continues to find its footing among PGA Tour loyalists, this new addition following their deal with Google to stream ‘Any Time, Any Shot’  is set to work in the league’s favor. Caffeine will help to provide users with a deeper view of the happenings on Friday and will also improve its accessibility.

However, as the PGA Tour continues to improve on its formerly problematic money matters, it seems there is a long bridge left for LIV Golf to close in terms of its current losses.