LIV Golf has secured a significant broadcasting agreement that will bring its events to free-to-air television in the UK. ITV has committed to airing 41 rounds from 41 tournaments of the Saudi-backed tour, marking a major shift in the UK’s golf coverage landscape.
Historically, golf broadcasting in the UK has been dominated by pay-TV networks. With the BBC gradually stepping back from live golf coverage, Sky Sports has held exclusive rights to the PGA Tour, DP World Tour, and major championships. It was widely assumed that free-to-air golf had no place in the current market, but this new deal suggests otherwise. The agreement was announced just as the 2025 LIV Golf season got underway in Riyadh, with the second round of the tournament set to be the first event broadcast on ITV.
ITVX will serve as the primary platform for LIV Golf coverage, ensuring accessibility for a broad audience. Selected events will also be shown on ITV1 and ITV4, further increasing visibility. In addition to live broadcasts, a weekly highlights program produced by LIV will air on ITV4, offering fans a condensed look at the latest action from the tour. This UK deal follows a similar agreement made with Fox Sports in the United States, highlighting LIV’s growing global reach.
The introduction of LIV Golf to a major UK broadcaster is seen as a significant moment in the sport. The tour has positioned itself as an innovative alternative to traditional golf structures, featuring a team-based format, no-cut events, and lucrative prize money. Since its inception, it has drawn both praise and criticism, with supporters praising its fresh approach while critics argue that it has disrupted the established order of professional golf.
LIV has made strides in securing legitimacy within the sport. A key milestone came with the recent announcement that the US Open will grant an exemption to a player based on the LIV standings. This represents a breakthrough for the tour, as its players have faced challenges gaining entry into major championships due to its lack of Official World Golf Ranking (OWGR) points. It is widely expected that The Open Championship at Royal Portrush will follow suit, providing another avenue for LIV players to compete in one of golf’s most prestigious events.
The battle between LIV Golf and the traditional tours has been one of the most significant storylines in the sport in recent years. While the PGA Tour and DP World Tour have retained a strong following, LIV’s financial backing and ability to attract top players have given it a foothold in professional golf. This latest broadcasting deal reinforces the tour’s commitment to growing its audience and expanding its presence beyond its initial markets.
For ITV, the partnership with LIV Golf represents an opportunity to bring a high-profile sporting product to its audience. With sports rights increasingly moving behind paywalls, securing a free-to-air deal for a global golf league is a rare move. The ability to showcase some of the world’s best players and offer an alternative viewing experience may prove to be a valuable addition to its sports programming.
The success of the partnership will ultimately depend on how UK audiences respond to LIV’s format and presentation. While the tour has been met with skepticism in some quarters, particularly due to its funding and disruption of traditional golf structures, there is also an appetite for innovation in the sport. By securing a prominent broadcaster, LIV has taken another step toward solidifying its position in the global golf landscape.
As the 2025 season unfolds, the impact of this deal will become clearer. For now, LIV Golf continues to push boundaries, securing increased visibility and offering fans a new way to engage with the game.
