LIV Golf evaluates its business model after significant capital investment

LIV Golf continues to navigate the challenges of its professional circuit as the league balances its unconventional team-based structure with ongoing financial realities. Founded by Greg Norman in partnership with the Public Investment Fund of Saudi Arabia, the organization aimed to disrupt the established professional golf circuit through 54-hole tournaments, shotgun starts, and team franchises. To gain professional credibility, the league utilized substantial capital to sign marquee players including Jon Rahm, Phil Mickelson, Bryson DeChambeau, Dustin Johnson, and Cameron Smith. Despite an estimated investment of $5.3 billion by the Public Investment Fund between 2022 and 2026, the league has faced difficulties in matching its heavy spending with consistent revenue generation. LIV Golf remains a case study in attempting to transform the traditional business model of a sport known for long-standing individual competition and exclusive club cultures.

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