LIV Golf peppered its social media accounts for days throughout December with self-congratulatory posts after it secured the signature of Jon Rahm. And for good reason.
The Spanish giant holds the prestigious title of world No. 3, reigning Masters champion, and has triumphed 11 times on the PGA Tour. He is also rapidly becoming an international sensation. Rahm’s decision to join LIV Golf during the PGA Tour’s negotiations with Saudi Arabia’s Public Investment Fund, the financial supporters of LIV, was seen as a monumental moment for the league. It was like adding another precious gem to the Tour’s already illustrious crown.
However, in the past two months, LIV Golf has stumbled in securing the signing of their top player to date, much like a football player who prematurely celebrates before reaching the endzone for a touchdown, only to drop the ball. This missed opportunity has hindered their progress and prevented them from taking a much-needed step forward.
Despite what some fan accounts may suggest, LIV is still facing challenges in gaining a loyal following. Rather than capitalizing on the PGA Tour’s brief offseason, LIV has once again delayed the release of team rosters, missing out on the opportunity to generate excitement among fans and sell merchandise. Additionally, the league has yet to announce the final two events of the 2024 season, further hindering any momentum it may have gained from Rahm’s performance.
It’s hard to imagine not knowing which team LeBron James would join or who would be his teammates just a week before the NBA season begins. Similarly, it would be frustrating if the NFL didn’t announce the dates for Week 17 games or the location of the Super Bowl until the start of Week 1. How can fans build a strong connection when they don’t even know which players are on which team? LIV wants to be seen as a serious league, but it needs to overcome its own obstacles.
The league, funded by PIF, has faced ongoing criticism for being a means for the Kingdom to divert attention from its human rights violations by offering substantial financial support and lucrative deals. Saudi Arabia has been accused of a wide range of human rights abuses, including politically motivated killings, torture, forced disappearances, and cruel treatment of prisoners. The royal family and Saudi government have also been implicated in the murder of Saudi journalist Jamal Khashoggi, who was a columnist for the Washington Post. Additionally, Yasir Al-Rumayyan, the PIF governor and LIV Golf chairman, is currently facing a potential $74 million lawsuit in a Canadian court for allegedly following instructions from Saudi Crown Prince Mohammed bin Salman with the malicious intent of harming and ultimately destroying the family of a former intelligence chief.
When important information is not shared promptly and officials consistently fail to meet their own deadlines for announcements, it gives the impression that the league is intentionally playing politics.
In the current situation, it is crucial for LIV to make a mark in the golf industry. The agreement between the Tour, PIF, and DP World Tour to establish a for-profit entity called PGA Tour Enterprises emphasizes that LIV’s future will be determined through an objective evaluation based on empirical data. Commissioner Jay Monahan and the board will be responsible for deciding the ongoing plan and strategy. However, LIV officials, including Greg Norman himself, have expressed their disagreement with this idea.
Rumayyan, the potential chairman of PGA Tour Enterprises, is a big fan of team golf. Although LIV hasn’t attracted a large number of fans yet, the concept has shown success in certain instances, particularly during the season-ending Team Championship. If a deal is reached and approved, it’s highly likely that some form of LIV or team golf will be incorporated into the new organization. However, if no deal is made, LIV will continue as it is and remain a challenge for the Tour.
The future of LIV, like the rest of professional golf, is uncertain. Fortunately, with the extended negotiation deadline, the league now has a few more months to demonstrate its value and significance in the sport. It may not have had the best start, but there’s still potential for growth and improvement.
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