LIV Golf Series Reaches TV Deal With The CW

In its antitrust case against the PGA Tour, which is not scheduled to go to trial before next January, LIV Golf has used its struggles to secure a television deal as evidence of what it sees as the long-dominant tour’s monopolistic behavior.

The tour, which has television deals that will pay it billions of dollars in the coming years, has denied wrongdoing. But in a filing in August, LIV Golf’s lawyers asserted that the tour had “compromised” the new league’s prospects to reach a rights agreement and said that the tour had “threatened sponsors and broadcasters that they must sever their relationships with players who join LIV Golf, or be cut off from having any opportunities with the PGA Tour.”

LIV also said that CBS officials had said “they cannot touch LIV Golf even for consideration” because of the network’s ties to the PGA Tour. (Paramount Global, which controls CBS, holds a minority stake in the CW. The tour also has a contract with Warner Bros. Discovery, another minority stakeholder in the CW.)

LIV’s pursuit of a television deal proved more turbulent — or at least more public — than the last time its chief executive, Greg Norman, tried to build a rival to the PGA Tour. In 1994, when Norman rolled out plans for a new tour, he had buy-in from Fox, which had extended a 10-year commitment. The uprising ended quickly anyway.

Despite the headwinds this time, Norman had projected confidence for months that LIV would secure some kind of contract. In November, he called a television deal “a priority” and predicted that one would be locked down “very, very soon.”

On Thursday, Will Staeger, LIV’s chief media officer, said the CW arrangement would let the league “serve both core golf fans and to reach the casual sports and entertainment viewer.”

Article source: https://www.nytimes.com/2023/01/19/sports/golf/liv-televison-cw.html