A report circulated earlier this month that LIV Golf’s CEO Greg Norman would soon be replaced. Now, we have more of a timeline as to when.
In an exclusive interview with Sports Illustrated, Norman talked about his contract status and some shortfalls he’s had while in a senior role with the Saudi-backed golf league. One of the main ones is a network deal.
“Where we’re falling short is due to the headwinds in not getting a network (TV) deal,” Norman said. “That creates uncertainty in the marketplace. (A lot of companies say) let’s see what happens. That rolls into sponsorship. We have an enormous number of big corporations who are talking to us and would be very keen to come on.”
LIV Golf’s current deal with The CW has a revenue share as opposed to a rights fee, though TV audiences have been so low that the two-year signing looks to not have a renewal in its future. Streaming had a similar fate. Caffeine TV abruptly closed this summer after citing lagging profits just months after obtaining LIV’s broadcasting rights.
“Again, the question is what is going to happen with the deal? Whether it happens or it doesn’t is going to set the marketplace at ease,” Norman continued. “When we know what’ll do and the marketplace will know how to navigate the situation. But the headwinds continue from a scheduling and venue perspective as well.”
LIV is still relatively new, of course, so the experimentation process was inevitable. The league began with a YouTube stream on the LIV Golf website.
It was referenced by legendary pro Phil Mickelson during a press conference LIV could have a partner in the works in a new broadcast direction starting in 2025 and beyond.
GOLF.com reported, citing sources, that LIV was exploring partnership opportunities.
Norman said his contract as CEO runs through August of 2025. Sports Business Journal’s Josh Carpenter reported earlier this month, the Saudi Arabian Public Investment Fund (PIF) hired London-based search firm Odgers Berndtson to fill the role.
About Jessica Kleinschmidt
Jess is a baseball fan with Reno, Nev. roots residing in the Bay Area. She is the host of "Short and to the Point" and is also a broadcaster with the Oakland A's Radio Network. She previously worked for MLB.com and NBC Sports Bay Area.