It seems LIV Golf is in trouble. Rumors of extending the framework agreement deadline with the PGA Tour have made the news several times in the golfing world already. But now, it appears those are but a part of the Greg Norman-led league’s worries as new reports have gone ahead to hit the headlines of the sporting world. Cue, enter TV ratings!

The inception of the circuit two years back turned a lot of heads as the alternate tour drew in top players from around the world. Even so, it looks like LIV Golf couldn’t manage to keep the attention on themselves as reports indicate a dip in viewership and ratings for the Middle Eastern league in 2023. Consequently, what are the major takeaways that can be gathered as one takes a closer look at the alternate tour?

The LIV Golf vs PGA Tour conundrum

It was not that surprising to discover that the PGA Tour was able to surpass its counterpart when it came to ratings in 2023. Still, the gap between the two did leave many shocked. Accordingly, the latter could manage only one-ninth (roughly 200,000) of its viewers during the weeks that LIV Golf events were showcased on CW while the former (1.89 million) was run on CBS and NBC. But even so, misfortune did not end there as the Saudi-backed circuit’s viewership only suffered a loss as time went on.

Despite raking in many top players such as Bryson DeChambeau, Brooks Koepka, and the like, it truly is a confusing situation. However, it’s not as if there aren’t any reasons at all! The PGA Tour has been in place for years. Although one can term it as “big and bulky and boring,” it does offer a certain stability combined with value, stemming from the brand. Regardless of the golfers’s defection, it appears the fans haven’t truly jumped with them. But, is that all that is to it? What about the network that handles the broadcasting?

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The CW aftereffect on LIV Golf

LIV Golf was able to sign a two-year deal with The CW starting in 2023. But, partnering with a network that did not have any prior noticeable sports programming coupled with not streaming all rounds of the tournament on live TV has surely led to a setback of sorts for the Middle Eastern circuit when it comes to ratings.

Moreover, all of the company’s channels not showcasing the alternate tour despite its huge reach in the American household has also added to the whole fiasco. In addition, CBS, a PGA Tour rights holder, owning and operating a third of CW’s affiliates has also indubitably affected the broadcast of the alternate product. It wouldn’t be surprising if LIV Golf had second thoughts now!

The change in business model

The first season of the Middle Eastern League had a total of 10 events, boasting a high purse all the while grabbing a whole lot of attention. However, the circuit could not replicate its success in 2023 following a change in the model as it increased the number of tournaments to 14, something that was originally planned in 2024.

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What’s more, LIV’s increasing focus on the four-man teams combined with the different format of the league does stray away from what the game of golf has followed all these years. Besides, one can only go so far with a change in the sport if the fans themselves don’t feel like watching the same after a while.

Well, the ‘disruptive’ tour has failed to replicate its results in the inaugural season and has fallen short of the expectations that it built for itself. On that note, one thing is for sure, the dismal ratings coupled with the recent reported delay in the framework agreement have undoubtedly proved to be a setback for the Saudi-backed league.

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