The controversial LIV Golf tour has agreed a new global free-to-air broadcast deal with international OTT streaming service DAZN.
The multi-year deal covers over 200 international markets, with DAZN gaining exclusivity in a number of prominent European and Asian territories including Austria, Belgium, Canada, France, Germany, Italy, Japan, Portugal, and Switzerland.
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In these territories, the LIV Golf+ direct-to-consumer streaming service will be available via DAZN as a free ad-supported streaming TV (FAST) channel, to add another broadcast touchpoint for the competition.
Recently appointed LIV Golf chief executive Scott O’Neil commented: “DAZN’s cutting-edge technology and unparalleled scale give LIV Golf a significant platform to engage a truly global audience.
“Our players, teams, and schedule span the globe, and it’s important that we continue to connect with fans all over the world as we grow our league in new and exciting markets.”
Alongside LIV competition simulcasts, the service will feature shoulder programming and ancillary content produced for LIV Golf+.
Speaking on the global rights acquisition, DAZN chief executive Shay Segev stated: “LIV Golf+ on DAZN will be available alongside DAZN’s extended free content offering, positioning it within an ecosystem that has already captured the attention of golf fans worldwide. This strategic partnership will grow the reach and popularity of LIV Golf while bringing us closer to building the global home of golf on DAZN.”
The move capitalizes on an existing relationship as Saudi Arabia’s Public Investment Fund, which owns LIV Golf, recently took a prominent stake in DAZN via its SURJ Sports Investments arm.
This new deal may be an attempt to rectify the golf league’s flagging broadcast revenue.
LIV Golf’s UK arm recently published its financial accounts for the 2023 calendar year which are relevant for the entirety of the tour’s non-US business. Significantly, the figures showed an overall loss of $395.94 million, $152.2 million more than the $243.7 million loss it made a year prior.
Tour revenue grew more than seven times from $4.9 million in its 2022 debut year to $37.1 million – 37% coming from event hosting fees – despite broadcast rights income amounting to a paltry $3 million, only 8% of the total revenue.
That minimal broadcast sum does not include the raft of broadcast deals that LIV has agreed to since, and this DAZN deal is the latest step the sports property has taken to rectify it.
