DORAL, Fla. — After the paragliders landed, unfurling flags for Aces GC and Crushers GC, the first-tee emcee set the stage. LIV Golf’s team championship was about to begin, marking the culmination of the entire season. The emcee hyped up the crowd, and three women ran along the rope line, waving T-shirts to generate excitement. With the thumping beat of Khwezi’s “Cyberpunk 2020” in the background, the emcee officially kicked off the event.
He declared, “Miami, get ready to party! This is golf, but louder.” And so, Talor Gooch, Charles Howell III, Mito Pereira, and Patrick Reed proceeded to tee off one by one as the spectators clapped and whooped in response. The LIV Golf’s finale, featuring 12 teams competing for a $50 million season-ending purse, had officially started, with the winning team set to take home $14 million.
At one point, it seemed like the 2023 team championship at Trump Doral outside Miami might be the end of LIV Golf. In early June, following the PGA Tour’s partnership with the Saudi Arabian Public Investment Fund, it was believed that LIV Golf would cease to exist. However, four and a half months later, the framework agreement between the tour and the PIF appears to be falling apart, and new investors are being sought. The future of professional golf is uncertain, and LIV Golf finds itself in a unique position.
Despite the doubts surrounding LIV Golf’s future, a source within the organization expressed optimism. The source pointed out that if the PIF had invested billions of dollars into LIV Golf, it is unlikely that they would simply abandon the venture. Should the framework agreement collapse, LIV Golf plans to double down and continue its operations.
LIV’s CEO, Greg Norman, was present at the event at Trump Doral, dispelling any notion that he and LIV Golf were going anywhere. Norman mentioned that corporations were showing interest in joining LIV Golf, and new players would be recruited as well.
Adding talented players has always been crucial for LIV Golf’s success, and there are indications that more players are looking to join. Last year, the PGA Tour believed it had the advantage, but the dynamics have shifted. The PGA Tour’s deal with the PIF and the handling of it without player approval has caused frustration among the players. LIV Golf now has the opportunity to attract top players with lucrative offers.
Despite the challenges, LIV Golf is moving ahead with its plans. New teams will be added in 2023, and long-term commitments from venues are being finalized. Changes in branding and the broadcast product are also being considered. Lawrence Burian, a former executive vice president with the Madison Square Garden family of companies, has been appointed to oversee LIV Golf’s day-to-day operations, and more executive appointments are expected in the coming weeks.
There are still obstacles to overcome, such as LIV Golf’s application to earn world ranking points being rejected. Discussions are ongoing for LIV players to receive exemptions into major championships, but it remains uncertain. However, LIV Golf remains determined to forge ahead and make a mark in the world of professional golf.