LIV Golf is rapidly reshaping professional golf, and its overwhelming popularity in Australia highlights this surge. At the recent LIV Golf event held in Adelaide, attendance reached an impressive 102,483 fans, marking a 9% increase over the previous year’s 94,000 attendees. The growing interest has extended internationally, with LIV Golf’s Adelaide 2025 broadcast reaching an estimated 785 million households across more than 100 territories—an increase of 50% from one year earlier.
Why the PGA Tour Struggles to Match LIV Golf’s Australian Success
Despite LIV Golf’s rising momentum in Australia, the PGA Tour has not been able to capitalize on this trend. Ian Baker-Finch, a respected figure in golf, confirmed that Australia is effectively missing out on the presence of strong professional golf events locally. One major factor behind this absence is tied to the extensive television contract the PGA Tour holds, which does not favor tournaments scheduled during Australian hours.
The Impact of Time Zones on PGA Tour’s Australian Prospects
The PGA Tour’s reluctance to expand into Australia largely stems from time zone challenges. Broadcasting tournaments live in Australia would require airing them at inconvenient hours in the United States, diminishing viewership and reducing sponsorship appeal. Baker-Finch explained,
The problem we face is the time zone, and that is why it’s so hard with US television, the most prolific of all of the sponsorship dollars that come into the PGA Tour. You know, I think it’s $750 million a year from television that comes in. They don’t really want to go to a 16-hour ahead time zone, and so that’s really the main reason it hasn’t happened.
—Ian Baker-Finch
This television deal, supported by a partnership with the LPGA, generates about $700 million annually, forming the financial backbone for the PGA Tour. Because the majority of revenue depends heavily on domestic viewership, the Tour is hesitant to risk this lucrative contract by scheduling tournaments in Australia’s time zone.
How Local Australian Talent Drives LIV Golf’s Appeal
A significant part of LIV Golf’s success in Australia is due to the presence of celebrated Australian players such as Cam Smith, Mark Leeman, Matt Jones, and Lucas Herbert. Their involvement creates local enthusiasm and support that even top PGA Tour talents like Scottie Scheffler and Rory McIlroy cannot easily match in the region. The legacy of golf legend Greg Norman also enhances the league’s reputation Down Under, contributing to LIV’s rapid establishment.
Baker-Finch acknowledged LIV Golf‘s achievements in the region, saying,
And it’s why LIV has prospered so much in Australia. We’re so happy for the Australian team and for them in Adelaide for a successful event.
—Ian Baker-Finch
Economic and Schedule Differences Between LIV Golf and PGA Tour
LIV Golf has solidified its commitment to Australia by extending the Adelaide event schedule through 2031, significantly impacting the local economy with an estimated contribution of $81.46 million this season alone. Contrastingly, the PGA Tour offers a more demanding calendar, with 36 regular-season events and three postseason tournaments scheduled from January to August 2025.
Meanwhile, LIV Golf’s compressed schedule focuses on just 14 regular tournaments plus a season-ending Team Championship, drawing players with promises of higher payouts and fewer events. However, this reduced number of events does not guarantee easier playing conditions, as LIV players face grueling travel and intense weather challenges with back-to-back tournaments in diverse locations.
Challenges Faced by LIV Golf Players Amid Growth
Professional golfers competing in LIV Golf must endure extreme conditions and taxing travel schedules. On The Colin Cowherd Podcast, golfer Kevin Na opened up about the difficulties, noting,
There are moments watching you guys, and I’m like, ‘Phil Mickelson looks tired.’
He pointed out that Singapore is extremely hot, and consecutive tournaments leave little time for rest.
Your time zones are all off. We get up, spend all day on course, train, practice—we may not look like athletes, but we are.
—Kevin Na
This demanding routine places physical and mental strain on players, comparable in intensity to contact sports. As LIV Golf expands its global reach, with plans to travel to South Africa and Andalucía before key majors such as the Masters and the U.S. Open, top stars will face increasing challenges securing adequate rest before major championships.
The Evolving Power Struggle Shaping Professional Golf
The rivalry between the PGA Tour and LIV Golf marks a critical evolution in professional golf’s global landscape. LIV Golf’s stronghold in Australia and its broad international reach pose a direct challenge to the PGA Tour’s traditional dominance. The $750 million television deal remains a central factor preventing the PGA Tour from expanding its presence deeper into Australia’s thriving golf market.
As both leagues continue to vie for influence, players, sponsors, and fans are witnessing a shift that could redefine the sport’s future. The PGA Tour must carefully consider how to respond to LIV Golf’s momentum if it wishes to remain competitive on the world stage, particularly in key markets such as Australia.