LIV Golf, a privately owned organization headquartered in the United Kingdom and functioning as a tier 1 media tech buyer, was founded in 2021 with approximately 190 employees. The organization specializes in professional golf, known for hosting a series of global tournaments featuring both individual and team competitions.
On September 10, Rory McIlroy questioned LIV Golf’s long-term appeal and the efficacy of its proposed “LIV 2.0” revamp model, suggesting the DP World Tour could benefit from the return of players who previously joined the Saudi-backed circuit. He expressed doubt about the league's ability to attract and retain players, especially following the initial edition's failure, which left players owed millions. This follows LIV Golf's efforts on September 9 to re-sign golfers to new terms, proposing players swap claims for millions in past contract money for equity in a new circuit to secure a $300 million bankruptcy rescue. Earlier the same day, the league filed for Chapter 11 bankruptcy in New Jersey, revealing its high-profile stars, including Jon Rahm and Bryson DeChambeau, were collectively owed over £30 million in unpaid contracts. The league's battle for survival began after its Saudi Arabian backers announced in April that they were withdrawing funding. Simultaneously, the Malinauskas government in South Australia secured hosting rights for the Australian Open golf tournament from 2028, avoiding a situation where it would have been committed to spending at least $45 million to upgrade a golf course for the now-bankrupt tour.
LIV Golf offers 2 products in the media and telecoms services and sports industries. LIV Golf's product portfolio comprises of media and TV services and golf.
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Caretta Research has split LIV Golf's revenue into 2 different product categories, the largest of which is golf. For full access to LIV Golf's revenue breakdown subscribe to Caretta Portal.
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LIV Golf sells broadcasting rights of its golf competitions to 13 companies globally, covering 2 countries. LIV Golf's rights holders include Telefonica.
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