LIV Golf lands a big TV contract in the United States, pressure mounts on the PGA for a peace agreement.

LIV Golf looks set to achieve one of its main goals by signing with a major US television network ahead of the league’s restart next month.

According to sources, the Saudi-backed circuit is in the “final stages” of striking a deal with Fox, one of the country’s four major channels.

After spending the first three years of its controversial existence in the broadcast shadows, LIV sees this as an important step towards legitimizing itself, with industry players saying the multi-year deal will further highlight the need for the PGA Turn to reach a peace agreement with the Saudi Public Investment Fund.

The Tour has negotiated with this £700 billion royal treasure – which initiated and funds the league, attracting a plethora of major winners including Jon Rahm, Bryson DeChambeau, Brooks Koepka and Cam Smith – for more than eighteen months , but a resolution remains frustrating to reach.

This has left LIV free to attract other big names, although, so far, there have been no star signings this winter. Instead, recent months have revealed that CEO Greg Norman will be relegated to a more senior position, and respected businessman Scott O’Neil has been appointed to lead the next chapter of this emerging organization that has deeply changed the landscape of men’s professional golf.

With O’Neil at the helm, LIV sees this alliance with Fox as one of its most notable signings. In its first season, coverage was limited to streaming broadcasts on YouTube and LIV’s own site. Two years ago, The CW announced a collaboration with LIV, drawing praise from Norman, who said: “The CW reaches 120 million households across the United States and provides accessibility for our fans while maximizing “exposure of our athletes”.

The PGA Tour worried about worrying audience figures

However, in relative terms, this exposure did not have much weight, with a peak of around 500,000 viewers and a minimum below 100,000. No doubt, therefore, that the option for a third year was not exercised and LIV sought a new broadcaster, with Fox, the Murdoch-controlled media giant, quickly emerging as the favorite over TNT.

Sports Business Journal reported last month that the two sides had engaged in positive discussions, but that these were inevitably complex due to payment rights and which Fox channels the events would be broadcast on.

Details remain unclear, but it is understood that LIV will provide full coverage with its in-house production, and that Fox will provide a revenue stream, whether in the form of broadcast rights or a revenue sharing agreement.

Of course, detractors will compare this to the $600 million the PGA Tour receives each year from its television partners, but according to reports from 2022, around that time LIV was offering to pay for filling slots on Fox, which will still be seen as a victory.

Certainly, PGA Tour executives will be concerned. The Tour’s viewing figures have taken a major hit in 2024 and with the likes of DeChambeau on a rival network, CBS and NBC could step up the pressure.

The 2025 LIV Golf League season begins in Riyadh on February 6, and the fact that this will be one of eight of 14 events held outside the United States makes negotiations with Fox all the more complex.