LIV Golf Continues to Try New Ways to Be Noticed

As an example, I stopped 10 fans on the golf course Sunday and asked them to name just one LIV Golf team. Three could do it, six could not and one grinning guy astonishingly started rattling off the team names one by one until I realized he was looking over my shoulder at a scoreboard with all the team names and scores.

But next year, LIV Golf, whose major shareholder is the sovereign wealth fund of Saudi Arabia, will expand the number of tournaments, and the four-player teams will remain unchanged tournament to tournament, barring injury. Players on each team may even wear matching outfits of some sort, like a uniform, to drive home the team concept. The plan is also to make teams have a unifying theme: Four Australians led by Smith, a South African team headed by Louis Oosthuizen, and other teams bound by nationality. LIV Golf has heavily recruited Hideki Matsuyama, the 2021 Masters champion, in hopes of heading a Japanese team.

The LIV Golf crowds at events are still sparse despite tickets being exceedingly cheap on the secondary ticket market. The attendance, which LIV Golf does not announce, is roughly one-fourth of what would be expected for a PGA Tour event.

The LIV Golf version of a fan village alongside the golf course has considerable energy, with myriad golf skill contest booths and food trucks that might evoke a county fair. There also seems to be a bar, with a line, at every turn.

But there is something else noticeable about the fan village. A giant screen was showing the golf taking place over on the course. I checked several times over three days, and while there were hundreds of fans standing and sitting around inside the village, it was rare to see anyone even glance briefly at the screen.

The competition, for all its newness, does resemble an elite golf tournament with the kind of booming drives and deft short games that only the world’s best players hit. Dustin Johnson won the 54-hole event on Sunday in a playoff over Joaquin Niemann and Anirban Lahiri.

Article source: https://www.nytimes.com/2022/09/04/sports/golf/liv-golf-pga-tour-boston.html