LIV Golf struggles with ratings as business model changes

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It always seemed a bit too good to be true, didn't it? Get paid untold millions to play less golf! But now, as LIV Golf enters its next phase, reality is apparently dawning on LIV's players and management, and reality is a whole lot colder and harsher than the dream. A damning report and low ratings from the league's second event of the season are showing the challenges LIV Golf faces as it seeks to go from disruptor to standalone, self-sustaining league.

Mar 19, 2023; Tucson, Arizona, USA; Danny Lee celebrates a win during the final round of the LIV Golf event at The Gallery Golf Club. Mandatory Credit: Zachary BonDurant-USA TODAY Sports - 20273554Get paid untold millions to play less golf!

Although LIV is backed by the virtually limitless resources of Saudi Arabia’s Public Investment Fund, the stream of those resources to LIV apparently isn’t limitless. The Fire Pit noted the newly cost-conscious approaches to daily tour life, from travel expense cutbacks to small amenities like snacks.

LIV's primary problem now is that many of its biggest draws – Phil Mickelson, Brooks Koepka, Dustin Johnson, Bryson DeChambeau, Cam Smith, Patrick Reed – have. Johnson and Koepka won events last year, but are currently ranked 11th and 36th, respectively, on LIV's points list. DeChambeau is 18th, Mickelson 39th.

 

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