Although they invested huge amounts of money since their arrival in 2022, LIV Golf failed to achieve its main goal: to become the leading Tour on the golf scene.
Judging by the statements of Greg Norman, CEO of LIV Golf and other important figures of the controversial Tour, it seemed as if they expected to disrupt PGA Tour operations in a year, and take over their leadership position.
Almost four years later, nothing has changed. LIV does not have the impact they thought it would have, but also the PGA Tour experienced losses in some fields.
This is the reason why both Tours decided to invest all available forces in order to increase their popularity.
LIV Golf seems to have to do much more in order to be successful, and the latest moves show that this year they are more motivated than ever.
Namely, LIV concluded an agreement on TV rights with FOX Sports, as well as with Australia’s Seven.
What can LIV do to survive?
1. Hiring top golfers:
In order to increase competitiveness, LIV must attract well-known names of the golf scene, especially leading golfers on the PGA Tour, but it seems that they will have a difficult task, given that they did not succeed in this during the offseason.
2. Strengthen the connection with Major tournaments:
Not being able to play in the Majors is a step back for any golfer. Most golfers consider playing in the Majors to be the key to a golfer’s success. However, in this situation, it is unlikely that they will get the right to do so.
3. Improve marketing and promotional strategies:
Connecting with popular platforms, negotiating contracts with popular golf influencers is one of the ways they can gain fame. LIV managed to conclude contracts with several of them in the previous months, which speaks volumes about its ambitions.
4. Greater consistency and transparency:
LIV must show that they are committed to the sport in the long run, not putting the accent on money. If they gain the confidence of their fans that finances are not their primary motive, their reputation could be strengthened.
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