Some people called it a fly-by-night operation or even a front for money laundering for Saudi Arabia, but LIV wrapped up a fairly successful 2022 season and looks poised to be bigger and better in 2023.
LIV drew some huge names away from the PGA last year, competitive-wise 2X major winner Dustin Johnson and 2022 Open Championship winner Cameron Smith top the list, but recognizably Phil Mickelson, Bryson DeChambeau, Sergio Garcia, Brooks Koepka, Ian Poulter, Bubba Watson, and Lee Westwood are still good draws.
The LIV did very well for a startup professional sports league in 2022, which isn’t easy (just ask the XFL), but there is still room for growth. The first goal would be to get more eyes on the event, as tournaments still stream on YouTube or the LIV website – convenient for some fans but also harder to get advertising revenue.
LIV had been rumored to be in deals to buy airtime on Fox Sports 1, but nothing is finalized yet. One thing LIV has announced is that they are really leaning into the unique team aspect in 2023, possibly hoping to franchise things out and also have trades, transfer windows, free agents, etc., like all the other major team sports.
It will be an interesting second season in the LIV, and here are some key dates to note:
LIV Golf Mayakoba (El Camaleon): February 24-26
Many top golfers have left the PGA for LIV, but Mayakoba has become the first course to do so. This means the PGA has to move the World Wide Technology Championship (which they’ve already played in 2022/23) away from El Camaleon, which just so happens to be designed by LIV commissioner Greg Norman. This is the kickoff event for the 2023 LIV season.
Masters Tournament (Augusta), April 6-9
Perhaps the biggest event for the LIV this season isn’t even part of their own schedule. Fred Ridley, Chairman at Augusta, has already announced that “those eligible under our current criteria” will be allowed to play in the 2023 Masters.
It would be a huge development if a LIV golfer could go into the most prestigious tournament in golf and beat the best the PGA has to offer. That might even have the excitement of an “us vs. them” team event like the Ryder Cup or Presidents Cup, which television ratings executives wouldn’t seem to mind.
LIV Golf Adelaide (The Grange), April 21-23
LIV held eight events in 2022, five in the United States, as well as stops in England, Thailand, and Saudi Arabia. The league is ramping up to 14 events in 2023 and is going more global, with one of the more anticipated stops being at The Grange in Australia, where countrymen Smith, Marc Leishman, and commissioner Norman will be the toast of the town.
LIV Golf Spain (Valderrama), June 30-July 2
Startup leagues need big names and big locations, and LIV continues to add legitimacy with the announcement that their Spain event this season will be held at Valderrama, the location of the 1997 Ryder Cup that Europe won 14-½ to 13-½ over the United States. Westwood was on that winning team, and Garcia will be a hometown fan favorite, so this should be a big draw.
