LIV Golf Faces Growing Pains in U.S. Despite Global Expansion
LIV Golf may be expanding rapidly across the globe, but in the United States—the heart of golf viewership—it’s hitting a wall. A top analyst recently revealed that players like Bryson DeChambeau are losing ground to the PGA Tour due to one critical factor: “Their momentum stalled.”
Overseas Start Hinders U.S. Visibility
LIV’s 2025 season kicked off with four events held outside the U.S., a move that hurt early viewership. “They didn’t get a ton of visibility in the US,” analyst Ben Griffin shared on Dan on Golf. Despite securing a new deal with FOX Sports, the damage from their international-heavy schedule was already done—limiting exposure in a market where most golf fans reside.
PGA Tour Strikes Back With Major Moves
The PGA Tour didn’t just sit back. Under Jay Monahan’s leadership, the tour formed PGA Tour Enterprises, securing a $3 billion investment from Strategic Sports Group. The Tour also introduced meaningful changes: boosting live golf minutes, addressing pace-of-play concerns, and revamping the Tour Championship format. These updates have helped the PGA bounce back in ratings and fan engagement.
LIV’s Strengths Still Enticing Players
Despite its U.S. hurdles, LIV Golf continues to attract big names with unmatched payouts. Dustin Johnson and Phil Mickelson reportedly signed for $150M and $200M respectively—excluding prize money. LIV’s shorter season and 10-day breaks between events offer a more relaxed schedule compared to the PGA Tour’s grind.
Entertainment Factor Gives LIV a Youthful Edge
From DJs to interactive fan zones, LIV’s event format appeals to younger, diverse audiences. The addition of global partners like Salesforce, DAZN, Reebok, and Callaway shows LIV’s increasing brand value. But even with all this, the league still struggles to match PGA Tour’s cultural dominance in the U.S.
Can LIV Truly Rival the PGA Tour?
For now, LIV is winning globally but faltering locally. To compete in the U.S., it must do more than sign stars—it needs consistency, visibility, and deeper fan engagement on American soil.