The CW deal represented the first live sports programming to air on the network and LIV Golf’s first foray into U.S. television.It is unclear how successful that partnership has been for either party, as LIV Golf ceased reporting TV ratings in March. PGA Tour events on a variety of networks regularly reach nearly 3 million viewers., citing Nielsen ratings, reported that LIV’s first two events attracted just under 300,000 viewers on average.
The Saudi investment fund owns a 93% stake in LIV Golf. Following the merger, which includes Europe’s PGA Tour-owned DP World Tour, it will have exclusive rights to invest in an as yet unnamed for-profit entity to oversee the combined tours’ commercial businesses. Afterward, Paramount’s CBS Network continued to operate several CW affiliates in markets such as Philadelphia and San Francisco, and those affiliates declined to show LIV Golf events, according to reporting from Deadline, likely due to the partnership with the PGA Tour.
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