In a recent press conference previewing the LIV Golf league’s championship in Chicago, Phil Mickelson made comments about the future of LIV’s TV rights negotiations. Mickelson hinted that the league is preparing to change the channel for its broadcast direction for 2025 and beyond. He mentioned that television viewership for sports, especially golf, is evolving, and the future will be more focused on digital and streaming platforms. Mickelson expressed that the old-school model of being on a network is not where LIV Golf is headed and that the league is exploring partnership opportunities with current and new broadcast partners in the U.S. and abroad.
LIV currently owns the rights to its broadcasts and can sell those rights to whomever it chooses, seeking a rights fee in return. The league is currently partnered with the CW, with the deal expected to expire at the end of the 2024 season. Mickelson’s comments indicated a potential move away from linear TV rights altogether, marking a significant shift in the modern sports media economy. The league is in the middle of negotiating viewership relationships and partnerships for the future, aiming not to get stuck in a rut but to adapt to the evolving media landscape.
The media rights agreement between LIV and the CW was signed in early 2023 after a lengthy negotiation period. The agreement was initially seen as a bridge deal for both sides to explore the potential of working together. However, the past two seasons have been challenging for both LIV and the network, with low TV ratings and struggles to establish a sports audience. Recent telecasts have garnered fewer than 200,000 average viewers, highlighting the need for a new broadcast strategy for the league.
The sports-media rights landscape has undergone significant shifts, particularly with historic NFL and NBA rights deals reshaping the industry. The rise of streaming platforms and new sports streamers entering the market has created a more competitive environment for sports rights. For LIV Golf, these changes signal an opportunity to re-enter the market and potentially secure a more lucrative deal with a partner that can help reach a broader audience, especially the intended younger demographic. However, the league needs to demonstrate a profitable business structure to attract significant interest from potential broadcast partners.
While linear TV still holds a significant share of the sports media market, the growing popularity of streaming platforms presents an opportunity for LIV Golf to reach a new audience. A streaming-first partnership could align with the league’s goal of engaging younger fans and expanding its reach beyond traditional television. By landing a partner who can bring LIV Golf to a legitimate audience of sports fans through streaming, the league could secure a valuable position in the evolving media landscape. Additionally, if this partnership includes a rights fee, it would further support LIV’s financial sustainability and growth.
In conclusion, Phil Mickelson’s comments about the future of LIV Golf’s TV rights negotiations indicate a potential shift towards digital and streaming platforms for the league. As the sports media landscape continues to evolve, LIV is exploring partnership opportunities to reach a broader audience and adapt to changing viewer preferences. By leveraging the growing popularity of streaming platforms and securing a rights fee for its broadcasts, LIV Golf aims to position itself for long-term success in the competitive sports media industry. As negotiations progress, the league will need to demonstrate its value and potential to attract the right broadcast partner for its future growth and sustainability.
