LIV Golf has officially announced its partnership with ITV for the upcoming 2025 season, heralding the return of live golf to free-to-air television for fans across the UK. The collaboration, which is set to deliver 41 rounds of live coverage over 14 tournaments, marks a significant development for the Saudi-backed circuit.
Beginning with the season's opener at Riyadh Golf Club from February 6-8, 2025, this arrangement will see comprehensive coverage of events spanning various global locations, including Adelaide, Hong Kong, Miami, Mexico City, Seoul, Washington D.C., and Chicago. Golf enthusiasts can expect to see full coverage of each tournament round on ITVX, complemented by selected broadcasts on ITV1 and ITV4.
This partnership stands out not only for its broad reach but also for its role in facilitating the accessibility of professional golf. LIV Golf's senior vice president of broadcast partnerships, Ron Wechsler, emphasized the milestone nature of this association, stating, "Our partnership with ITV… make us a truly standalone global sports league.” This sentiment reflects LIV Golf's ambition to penetrate new markets, bringing its unique format and player competitions to audiences who might have limited access to such content over the past years.
Director of ITV Sport, Niall Sloane, expressed enthusiasm about the collaboration, noting, “This is an exciting time for LIV Golf… we are delighted to welcome LIV Golf to ITV Sport.” Set against the backdrop of LIV Golf’s controversial history, including the turmoil following its inception and the investment from the Saudi Public Investment Fund, ITV's coverage offers a fresh start for many fans who have been eagerly waiting for golf's return to free-to-air channels.
The agreement reflects broader changes within the sports broadcasting field, especially after the BBC moved away from golf broadcasts after discontinuing its highlights of the Masters and exiting live coverage of the Open since 2016. This transition to ITV signifies not just the resilience of golf but also highlights the sustained interest and commercial viability of LIV Golf, even amid criticism surrounding its funding sources.
Notably, ITVX will host all live broadcasts, along with weekly highlights presented on ITV4, offering viewers access to the latest developments and memorable moments from the tour.
Fans can look forward to live coverage, which promises to cover not just the golfing action but also stories surrounding the players and teams involved—integral elements of LIV Golf's unique appeal. This partnership is positioned as not merely contractual but as part of LTC Golf's expansive vision to reach audiences worldwide.
LIV Golf launched its tour with the claim of revolutionizing the sport, introducing features such as 54-hole tournaments, shotgun starts, and simultaneous competition styles. The arrival of LIV Golf on the British broadcasting scene, particularly through ITV, reinforces this mission by promising exciting content aimed at drawing both traditional golf fans and potential new viewers.
With live programming lined up throughout the season, this cooperation also allows LIV Golf to navigate the hurdles present, especially with the R&A and other governing bodies who have historically controlled the professional golf narrative. Niall Sloane’s observation about innovative aspects of the deal resonates deeply within the sporting community, indicating forward momentum for partnerships between major leagues and networks.
The LIV Golf brand will not only be showcased through these live events but also stands to gain visibility and credibility within the sport. The broadcast deal is timely as LIV Golf seeks to increase its profile, especially with the Open Championship adapting its eligibility criteria, granting places to LIV-affiliated players who meet the required standards.
Considering the current competitive dynamics where LIV Golf players remain sidelined from traditional circuits—the PGA Tour and the DP World Tour—the broadcast deal through ITV has the potential to reshape public perception. It can also re-engage fans who have been curious about the stories and journeys of these athletes, who have lately not had equitable platforms to showcase their skills.
With ITV’s established platform and reach, LIV Golf's 2025 season promises to facilitate vast engagement, driving viewership and interactions, proving pivotal for the emergence of the team-based format they’re known for.
It’s crystal clear this partnership will transform how golf is consumed, working to build LIV Golf’s reputation amid the complex narrative of modern professional sports.
This alliance also positions ITV as a key player within the sports broadcasting arena, offering not just coverage but also fully integrated content aligned with the unique characteristics of the LIV Golf model. With fan anticipation building, the 2025 season is set to become one of the most pivotal chapters for both ITV and LIV Golf, ushering audiences back to the fairways like never before.