LIV Golf has made a strategic move by teaming up with the renowned sports agency CAA, which is now handling their media rights and sponsorships. Interestingly, CAA also represents the PGA Tour, leading to speculation that the two rival golf organizations might be edging closer to some form of agreement.
The partnership with CAA comes at a crucial time for LIV, as they are actively seeking a broadcast partner for the 2025 season. Recent discussions with TNT about securing national TV rights have been reported, with sources indicating that these talks are still in the early stages. TNT, which has been exploring new sports content after losing out on NBA media rights, has become an attractive option for leagues looking to expand their reach.
While LIV maintains a positive relationship with The CW Network, which currently holds their broadcast rights, the network reportedly hesitated at LIV’s initial renewal offer. As a result, LIV is broadening its search for potential media partners, considering major streaming platforms like Amazon Prime Video and Apple as well.
Though neither TNT nor LIV has commented publicly on these discussions, the connection with TNT brings an interesting dynamic to the table. TNT’s star, Charles Barkley, who is an avid golf enthusiast, had a brief flirtation with LIV in 2022. While Barkley ultimately stayed with TNT, he negotiated a lucrative new deal, and his potential involvement in LIV’s coverage could significantly boost the tour’s ratings.
Despite featuring top-tier golfers like Phil Mickelson, Brooks Koepka, and Bryson DeChambeau, LIV’s television ratings have struggled. For example, the recent LIV Golf Greenbrier event, where Koepka defeated Jon Rahm in a playoff, attracted fewer viewers than a midday pro pickleball broadcast on Fox.
TNT, on the other hand, is in a strong position to acquire new sports rights, even as it fights to retain its NBA rights. The network’s parent company, Warner Bros. Discovery, faces substantial debt, but the potential savings from losing NBA rights could free up significant funds for acquiring other live sports properties.
TNT has already been expanding its sports portfolio, securing rights to events like College Football Playoff games, Mountain West Conference games, and French Open matches. Additionally, TNT partnered with ESPN and Fox Sports on the Venu Sports pay TV bundle, although its launch has been delayed due to legal challenges.
Given TNT’s experience in golf, particularly with its successful launch of “The Match,” which featured stars like Mickelson and Tiger Woods, LIV has a compelling case when courting potential partners. However, as Mickelson recently noted, the future of sports broadcasting is shifting toward digital and streaming platforms, signaling a potential change in direction for LIV’s media strategy.
The big question remains: Will LIV opt for a traditional linear TV deal or embrace the growing trend of streaming? With TNT possibly looking to make a major move post-NBA talks, the next steps for LIV could be pivotal in shaping the future of golf broadcasting.