During its four-year run, LIV golf has been known for amping up the volume and bucking tradition. Now, it’s amping up the prize money.
What are the purses worth on the LIV tour?
The tour’s wealthy backers, the Saudi royal family, began their recruitment of professional players with sky-high purses. Sports Business Journal reports that the breakaway tour will raise its payouts in 2026 from $25 million to $30 million per tournament.
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The extra $5 million will go toward the team portion of the LIV format, as opposed to individual golfers. The added money is another indicator that LIV is not about to throw in the towel in its feud with the PGA Tour. Negotiations continue with the rival tour over a peace deal and potential reunification.
Who has an interest in LIV golf?
The investment also coincides with the steady growth of golf since the COVID-19 pandemic, according to the National Golf Foundation. The number of on-course golfers has now increased for six straight years. Total golf participation climbed to 47.2 million people in the U.S. in 2024.
The demographics are also changing –– the game is skewing younger. Fifty-seven percent of golfers are under the age of 50, according to NGF’s research, and the number of junior golfers ages 6–17 has risen 48% since 2019. LIV is working hard to reel in those younger fans.
What has helped grow the game of golf?
Social media has played a key role in growing golf’s popularity. Two-time major winner Bryson DeChambeau, who is the captain of LIV’s Crushers team, started a YouTube channel that has 2.2 million subscribers. His latest video is a collaboration with actor Adam Sandler for the movie “Happy Gilmore 2.” It has over 4.8 million views.
“Today, I’m teaming up with the Sandman to try and shoot a perfect score of 23 under par and break 50 for the first time ever as a two-man scramble team,” DeChambeau said.
The “cool factor” involving celebrities, athletes and content creators with sizable followings is boosting golf’s positive visibility, especially among non-golfers.
LIV Golf is tapping directly into that with videos of their own built around their 13-tournament season. Most of the content posted to the LIV website and YouTube channel involves younger players and golf influencers.
What does Rory McIlroy say about LIV’s reach?
The feud between the PGA Tour and LIV Golf may not be nearing a resolution, but both sides have learned a little about how to adapt their product and the game to reach new fans. Reigning Masters champion Rory McIlroy, the No. 2-ranked player in the world, was a staunch detractor of the LIV breakaway but now admits they are doing something right.
McIlroy, who also has a cameo in “Happy Gilmore 2,” was a guest on the “How Leaders Lead with David Novak” podcast.
“You talk about being a golf purist and a traditionalist, and I think that the PGA Tour appeals to that type of golf fan where LIV appeals to a completely different demographic,” McIlroy said. “So, how can you tap into this younger demographic, who are hopefully gonna watch golf for the remainder of their life? Being a little more forward-thinking and having a little more vision, I think it is something that LIV has done pretty well.”
The increase in player purses could draw more PGA Tour players to the LIV tour. Once implemented, the $30 million in prize money for each tournament will break a record. The PGA Tour’s highest purse is the Players Championship at $25 million.
