Monday, July 13, 2026

LIV Golf Playing for Relevance In Augusta at Masters

  • LIV Golf is desperate for a victory at this year’s Masters.
  • The breakaway tour has struggled to capture fan interest this year.
Dustin Johnson hits a drive.
Michael Madrid-USA TODAY Sports

There are no teams at the Masters — but this year, it may feel that way.

The 2023 tournament will be perhaps the highest-profile meeting to date of golfers who have joined the Saudi-backed LIV Golf and those who remained with the PGA Tour.

Seen as an existential threat to the PGA Tour not long ago, LIV finds itself struggling to remain relevant. The tour’s first event this season in Playa del Carmen, Mexico, drew fewer than 300,000 average viewers on The CW, while the PGA Tour’s Honda Classic, played on the same weekend, averaged nearly 2 million on NBC.

LIV Golf claimed the average figure was significantly higher — 537,000 — for its 2023 debut weekend.

LIV

LIV Golf Handed Legal Setback in Europe

The DP World Tour has authority to suspend and fine LIV players.
April 4, 2023

A win at the Masters by a LIV player could help elevate the Tour’s stature. 

The best bets to do so, per DraftKings, are Dustin Johnson (+2200) and Cameron Smith (+3500), but both are serious underdogs to Scottie Scheffler (+650), Rory McIlroy (+750), and Jon Rahm (+850). LIV Golf players such as Phil Mickelson and Dustin Johnson are barred from PGA-backed events, but still meet the criteria for the Masters.

The launch of LIV spurred the PGA Tour to make significant changes, including the creation of “designated events” with prize purses of at least $20 million and no cuts.

This field is for validation purposes and should be left unchanged.

Sign up for
The Memo Newsletter

Get the biggest stories and best analysis on the business of sports delivered to your inbox twice every weekday and twice on weekends.

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Golf’s Final Major of 2026 Arrives Amid LIV-PGA Tour Questions

The pro golf landscape may look very different in 2027.

What the World Cup Means to Erling Haaland’s Tiny Hometown

The tournament’s breakout star is from a rural Norwegian town.

Why So Many Media Outlets Are Rushing Into Sports

Sports coverage has ballooned in every corner of media.
Pillow Fight Championship

How Obscure Sports Get Mainstream TV Deals

For niche sports, getting on TV often matters more than getting paid.
podcast thumbnail mobile
Front Office Sports Today

7/10/26 – World Cup Ratings Records, Seahawks Sale Narrows, Kawhi Trade Limbo

0:00

Featured Today

ATLANTA, GA - September 05: Georgia Lottery fireworks after the game against the Seattle Mariners at Truist Park on Friday, September 5, 2025 in Atlanta, Georgia.

Inside the Spectacle and Science of MLB Fireworks

Postgame fireworks are lighting up baseball for America250.
Kansas City Chiefs
July 1, 2026

NFL Teams Push to Turn Futbol Fans Into Football Devotees

NFL teams are courting international soccer fans during their World Cup visits.
June 26, 2026

What We Saw Traveling the U.S. for the World Cup Group Stage

The knockout stage begins Sunday.
June 26, 2026

In an Era of $1,000 Tickets, $10 Watch Parties Bring Fans Together

Stadium watch parties now rival home-game experiences.
June 25, 2026

Italian Americans Have Severe World Cup FOMO

Bars and restaurants in Boston, Philly, and beyond are missing the Azzurri.

Sinner Defeats Zverev at Wimbledon, Claims $4.8M Prize

Sinner won his first Grand Slam tournament of the year.
July 11, 2026

White Sox Take UCLA’s Roch Cholowsky No. 1 in Draft

The White Sox selected the two-time Big Ten player of the year.
July 11, 2026

Ohtani, Judge Both Out of MLB All-Star Game

The two superstars will miss the midseason showcase.
Sponsored

Josh Childress: Why Now Is the Time for NBA Expansion

Josh Childress on why he invested in the Portland Thorns, the case for NBA expansion, and donating to Stanford NIL.
Jul 10, 2026; London, United Kingdom; Jannik Sinner of Italy celebrates winning his semifinal match against Novak Djokovic of Serbia on day 12 at All England Lawn Tennis and Croquet Club
July 10, 2026

Jannik Sinner Reclaims Spot in Grand Slam Final to Vie for $4.8M

Sunday’s winner will claim the No. 4 spot on the career earnings list.
July 10, 2026

The Parity Era of Women’s Tennis Continues at Wimbledon

Karolína Muchová and Linda Nosková meet in the Wimbledon final Saturday.
July 8, 2026

Jessica Shepard’s $2M Stunner Has Become WNBA’s Biggest Bargain

Shepard was named a 2026 All-Star starter.
Apr 1, 2026; Salt Lake City, Utah, USA; Denver Nuggets center Nikola Jokić (15) looks to pass the ball during the second half against the Utah Jazz at Delta Center.
July 7, 2026

Nuggets ‘Unconcerned’ Over Jokić’s Delay in Contract Extension

Jokić is eligible for the richest deal in NBA history next summer.