Rick Shiels wasn’t always a LIV fan. He has expressed mixed feelings about LIV Golf, citing a lack of excitement due to its limited history and legacy compared to events like the Masters or the Open. Shiels also finds the team aspect strange, given the made-up nature of the teams, but acknowledges that LIV Golf has great players and events. He has been critical of the fan experience, describing the fan pits as “very, very poor”. But his views didn’t stand for long, and now they have completely shifted.

Speaking with Golf Monthly, Rick Shiels said, “I thought everybody in the world was going to absolutely love the announcement,” he said, speaking of his recent deal with LIV Golf. “Yeah, listen, I went into it knowing full well there was going to be some kickback and some negativity around it.” To prepare, Shiels even spent an afternoon writing down potential negative comments, which he gets very often, noting, “if somebody writes something worse than that tomorrow, fair play, right? I’ll give them a round of applause.”

Even as he says that, Shiels has been going above and beyond with LIV, and his latest partnership takes it to a new level. LIV Golf has announced a multi-year strategic partnership with Rick Shiels Media, marking the first official collaboration with a major content creator in the league’s history. As a LIV Golf ambassador, Shiels will offer fans unparalleled access to the league’s players, teams, and courses, producing exciting and innovative content, including his signature series like Break 75, 10 Shot Challenge, 5 Man Scramble, and 2 v 2 Matches.

However, Shiels was surprised by one aspect of the reaction – the perception that he’s strongly anti-LIV. “I think probably the one that maybe caught me off guard or surprised me a little bit is that so many people thought I was really really anti-LIV,” he said. Shiels clarified his stance, stating, “I don’t think it’s a perfect product yet – but I think every single event is getting better and better.” And that is the reason this partnership also includes launching TotShots, a recreational golf program for children aged 3-5, with LIV Golf contributing $50,000 annually to the initiative. According to Adam Harter, LIV Golf Chief Marketing Officer, “Rick’s creativity and passion for the game align perfectly with our mission to grow the sport and connect with a broader audience.”

But what did Shiels think about the whole thing?

Rick Shiels thinks his new deal with LIV Golf will never “sink in”

Rick Shiels has joined LIV Golf as an official ambassador and content creator, sparking a mixed reaction from his fans. Shiels believes the backlash is due to a lack of understanding about what this partnership can offer his channel. He wants to focus on the team aspect of LIV Golf, noting that there’s a disconnect between fans and teams. “I think there’s a disconnect between fans and the teams at the moment,” he says. “It’s hard to understand, as a fan, what team to support.” Golf, being mostly known as an individual sport, makes Liv’s team aspect interesting. But at the same time, the teams are not as well-known as the players, which makes it difficult for fans to support the sport completely on the basis of teams. This is exactly the gap that Shiels aims to erase so that there is more of a connection with the fans.

Shiels is thrilled about the content possibilities, having already filmed with stars like Jon Rahm, Sergio Garcia, and Bryson DeChambeau. “I believe that this content is going to be the best we’ve ever made,” he says. Despite negative comments hurting, Shiels is confident that his content will win over critics. He’s happier than ever, feeling like he’s part of something bigger than himself. “I don’t think I’ll fully appreciate it or understand it for probably another 20 years,” Shiels reflects on his 13-year YouTube journey. “That’s when I’ll sit back and go, ‘Wow! What a crazy ride. What a crazy adventure.’ I don’t think it’ll ever really sink in.”  

What do you think of Rick Shiels’ role in the growth of LIV? Let us know below!