LIV Golf, which launched in 2022 as a Saudi-backed breakaway circuit, is now in its fifth season as it tries to move beyond its disruptive origins. The tour began with 54-hole events, no cut, shotgun starts, team competition and prize purses of at least US$25 million a week. It lured players including Dustin Johnson, Brooks Koepka and Phil Mickelson with reported multiyear deals worth more than US$100 million. [1]
Scott O’Neil took over as chief executive in January 2025, replacing Greg Norman, and said the circuit has outgrown its early image. “If you look at where we are as a league now, it’s no longer this brash start-up,” O’Neil said. “This is a growing company with bold ambition – a clear mission and business facts and stats to back up what we’re trying to become, what we aim to become.” [1]
LIV has also built a wider media and commercial base. The league says it has broadcast partnerships with Fox, DAZN and KC Global Media that reach 900 million households in more than 200 territories. It has also added major sponsors including Rolex, HSBC and Salesforce. [1]
The circuit still faces pressure on and off the course. The article says LIV has dealt with stalled merger talks with the PGA Tour and player departures as it tries to establish a stable place in golf. [1]
The next clear marker is LIV’s continuing fifth season, with the tour still pushing to prove that its expanded reach and sponsor base can support a lasting future beyond the breakaway fight that launched it. [1]
