LIV GOLF VS. CONVENTIONAL TOURNAMENTS: KEY OBERSERVATIONS AND LEARNINGS
OPINION
Author: Bill Colvin | July, 2024
(CSN)
CLEVELAND, OHIO | Over many years working in the golf industry, I’ve attended hundreds of golf tournaments. Having just returned from my very first LIV Golf event in Nashville, I wanted to verify information I have heard, share what I learned, and relay comparative observations between LIV Golf and the rest of the current golf event landscape. This comes in the context of a recent update meeting between the PGA TOUR and the funders of LIV golf, PIF (Public Investment Fund):
MUSIC MATTERS: Music was playing everywhere. Yes, Nashville is the “MUSIC CITY” but the music evidently travels from event to event! The result was a vibe that was exciting and upbeat. No “hush you all” paddles in sight. The atmosphere was fun and not stuffy. Fans (not patrons!) were enjoying the “event” which included a sprinkling of golf. The attendance was the best to date in the United States. Was it due to it being a LIV Golf event? Was it Nashville? LIV Golf would do well to have their events in similar-sized markets with similar demographics and potential such as Austin, Nashville, Miami, Las Vegas, Denver, and Vancouver.
PLAYER ENGAGEMENT: The LIV Golf Professionals have bought into the tour because, in most cases, they have a stake of the action and have been paid handsomely. As a result they are incredibly accessible. In my opinion, many PGA TOUR players still have an “it’s all about me” attitude. With LIV Golf as a competition for fandom, it would be good for the TOUR to discuss this with its players and point out that they can be part of the solution. Should the TOUR consider having the TOUR PIP (Player Impact Program) measure fan interaction as part of the equation? Perhaps in being awarded a portion of the $50,000,000 pot?
(CSN)
TECHNOLOGY AND DISPLAY: The technology and display on the apps are very good. They have to be, as a main stream media deal is still out of reach. It is easy to watch on both LIV Golf + and the CW Network. It would be helpful if the format (singles and team competition) were explained more often for the casual observer (or those that are concentrated on other fun activities).
EVENT FEATURES: In my opinion, LIV Golf should retain the parachute delivery of the American flag to the first tee to start the round. As well as dropping the cheerleaders on the “party” hole and keeping the shotgun start—it will help secure a T.V. deal. To also help garner more sponsorships, LIV Golf should adopt the 72 hole format— plus fans enjoy it! And while we’re at it, I suggest that the players start wearing long pants again (Phil, your calves are cute BUT!!!).
SPONSORSHIP AND PARTICIPATION: I noticed one activation (not unusual for golf but unusual in that it was the only one) with Maserati EV. I also learned that a CEO of a major financial firm played in the Pro-Am and, according to tournament representatives, was impressed. Companies getting involved with LIV Golf now will be ahead of the curve and be able to craft the best and most advantageous relationships.
The demographics skewed younger, and there was a notably high number of female attendees in Nashville.
A resolution is not far off. Representatives from both organizations speak regularly; the latest in-person meeting was in NYC less than two weeks ago. Both sides feel real progress is being made and acknowledge this is a complicated deal with many legal, professional, and personal elements that preclude a quick solution. Bryson DeChambeau’s winning of the US Open, on the heels of Jon Rahm joining LIV Golf, accelerated the outcome. I believe the golf industry is at a positive inflection point.