Who thought the legacy creator PGA Tour would suffer a blow from a new league? No one did, right? But that is the reality now. Since the inception of LIV Golf, there have been multiple concerns for the Tour. Observers believed the league, facing problems with revenue, TV coverage, and player recruitment, would eventually disappear.

However, by proving the critics wrong until now and generating new brand partnerships and sponsorships, LIV Golf has shown significant steps toward a comeback that is too strong. The PGA Tour has already suffered because of the divide in the golf world, along with top players switching to the PIF league. At this moment, any player missing out on an event raises concerns among fans about an eventual league switch.

Recently, with a new update, another improvement is here for fans. The PIF league has started its move towards sustaining against the legacy creator league. As per the latest update shared by LIV Golf on Instagram, it shared the update of the new partnership with TV broadcaster Fox Sports. The post captioned, “Game-changing players. Game-changing coverage. LIV Golf is now on FOX! #LIVGolf.” While showcasing the best moments of LIV Golf and top names sharing the news in the video. Bryson Dechambeau, “the future of golf is on Fox”, while Jon Rahm said, “Tune in to LIV Golf on Fox.”

Earlier, an update of the league in talks with the TV broadcaster was only shared, creating a buzz among golf fans. Now with its confirmation and the details shared by the post of Flushing It Golf on X, Fox Sports will pay a rights fee and will broadcast all events of LIV across Fox channels. LIV not being able to broadcast to its American audience will not be an issue anymore. Even for the PGA Tour, broadcasting and streaming have been a major issue.

The move is definitely going to affect the PGA Tour and that too is not on the positive side. Now, LIV Golf seems to have taken a step closer to improving its revenue generation issue as well.

A new partnership for LIV Golf

Following on new deals, LIV Golf has shared another new update with its 2025 calendar year. The schedule shared a new inaugural event that will be played in South Korea from May 2-4, 2025, at the Jack Nicklaus Golf Club. While the news of the inaugural event is an old one, what took light on 15th January was the new partnership for the South Korean event.

LIV Golf and Coupang Play announced a new partnership for the event. As per an article in livgolf.com, the multi-year partnership will serve as the principal partner of Iron Head GC. The tournament will be officially known as LIV Golf Korea, presented by Coupang Play. John Lee, head of Sports at Coupang Play also expressed after the partnership saying, “We are proud to partner with LIV Golf, the world’s first global team golf league, known for its star-studded roster and bold innovations that are breaking new ground in sports entertainment.”

The back-to-back updates from LIV Golf would definitely raise concern for the PGA Tour and could affect the ratings too. The fans having streaming concerns with the PGA event has been a major cause of the viewership drop. If LIV Golf could capture the momentum, it could be a brilliant move for the league. How do you think this deal would affect the PGA Tour? Share your thoughts with us in the comments section below.