LIV Golf announces TV deal with CW Network

The Saudi-backed league LIV Golf has announced a new multi-year TV deal with CW Network to broadcast its events.

The CW Network confirmed the deal on Thursday, saying it would air 14 shows on Fridays, Saturdays and Sundays each week starting February 24. However, it did not disclose the contract value of the deal.

The deal will see the network airing the first Saudi-funded golf broadcast in the United States. CW President Dennis Miller also said that the broadcast rights would be the network’s first for golf.

LIV Golf

2023-01-19 14:12

Live on The CW in the US. February 2023. https://t.co/HcEn2ZPDkv #LIVGolf https://t.co/Se3HHXK8jw

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With this TV deal, golf fans will find LIV events aired as a “second outlet” of professional golf, next to the PGA. This year, both associations will air their golf events between February and August, according to sources. Reports also said that viewers would be able to watch LIV matches by streaming on mobile.

LIV vs. PGA

Tim Derdenger, a sports marketing expert from Carnegie Mellon University, said that the upcoming LIV broadcast would threaten the PGA Tour. Derdenger noted that CW was trying to introduce golf to a new audience segment.

He believes CW was targeting a “primary millennial audience” aged 30 or older. This is to avoid a too-direct competition with the PGA Tour, whose fans mostly are 55 or older.

“You don’t make money without a broadcasting deal like this,” Derdenger said. “This will be a key part of their business plan going forward.”

Before the multi-year deal, LIV had been airing its events on Facebook, YouTube and its website. LIV commissioner Greg Norman believes that broadcasting LIV events on CW will give golfers wider exposure.

“More fans will experience the energy and innovative competition that LIV Golf is using to reinvigorate the sport.”

Greg Norman, LIV Golf commissioner

Last year, LIV gained its first exposure to the American market when it held two events on former President Donald Trump’s courses in Florida and New Jersey.