The men’s Saudi-backed LIV Golf Series has confirmed a multi-year US rights deal with CW Network, the entertainment-focused commercial broadcaster, ending its long-running quest to secure a broadcast partner in the country.
Under the deal, which was secured after a “competitive bidding process,” CW Network will air LIV Golf events live on its main channel on Saturdays and Sundays and its CW App on Fridays.
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The deal represents a major coup for LIV, with CW Network’s coverage spanning over 220 US markets.
Last year’s inaugural eight-tournament season was shown for free in the US on video-sharing platform YouTube and LIV Golf’s official website after the series failed to attract a broadcaster.
Details of this year’s 14-tournament calendar are yet to be released and no announcements have been made on the 48 participants that have been lined up.
The announcement comes after a report by Sports Illustrated yesterday (January 18) said the deal between LIV Golf and the broadcaster would include a revenue-sharing element, without a rights fee being paid.
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By GlobalDataCW Network president Dennis Miller said: “Our new partnership between CW and LIV Golf will deliver a whole new audience and add to the growing worldwide excitement for the league.
“With CW’s broadcast and streams, more fans across the country and around the globe can partake in the LIV Golf energy and view its innovative competition that has reimagined the sport for players, fans, and the game of golf.
“For the CW, our partnership with LIV Golf marks a significant milestone in our goal to re-engineer the network with quality, diversified programming for our viewers, advertisers, and CW affiliates.”
This is the first live sports rights deal CW Network has secured, with the majority of the broadcaster’s portfolio consisting of reruns of older television shows.
It previously showed the WWE SmackDown wrestling series between 2006 and 2008 after the merger of US television networks UPN and The WB into The CW. Last month (December), the network announced it would air the IndyCar docuseries 100 Day to Indy in the first quarter of the year.
LIV Golf has had difficulties in securing a US broadcaster since its launch last year, with the major networks like ESPN, CBS, and NBC already holding rights to the series’ rival the PGA Tour and technology giants Amazon and Apple shying away.
The PGA Tour and LIV Golf have been embroiled in a legal battle since the new series was announced, with LIV Golf using its lucrative prize pots to lure away the best players.
It has also attracted criticism due to suggestions that it is using golf as a means of sportswashing Saudi Arabia's alleged human rights abuses.
LIV Golf chief executive Greg Norman said: “This is a momentous day for LIV Golf as this partnership is about more than just media rights. The CW will provide accessibility for our fans and maximum exposure for our athletes and partners as their reach includes more than 120 million households across the United States.
“We’re very proud to note how consequential it is that a league that has only existed for one year has secured a full broadcast deal in its debut full league season.”
LIV will introduce a league format this year, set to feature 40 players and 12 teams competing across 14 tournaments.
The tournaments, slated to take place worldwide, will offer a total prize purse of $405 million.
In addition, promotion and relegation will be introduced as a means to refresh the player pool and create a more merit-based series. Players relegated from the LIV Golf League will be placed into the International Series, which will have several events worldwide.
Image: Eric Espada/Getty Images
