LIV Golf bills itself as the louder, looser, cooler alternative to the PGA Tour. It’s got walk-up music, DJ booths, neon lights, beer flowing from shoes, and post-round concerts that look more like a college tailgate than a traditional golf event. It’s “Golf, But Louder”—unless you say the wrong thing to Bryson DeChambeau.
And in this case, the wrong thing was “Miss it.”
Yep. That’s what triggered the two-time U.S. Open champ during LIV Golf’s stop at JCB Golf & Country Club in the UK this past weekend. A video, now making the rounds online, shows DeChambeau walking between holes and stopping to complain—seemingly to a LIV official—about the fans in the gallery.
“I love the banter up there,” DeChambeau says in the clip. “But they can’t be saying ‘miss it.’ They can’t be saying, ‘miss it, miss it, miss it.'”
Wait… what? You joined LIV for the “banter,” but “miss it” is where you draw the line?
So Much for “Loud”
Here’s the thing: heckling in golf is still tame compared to other sports. “Miss it” is about as mild as it gets—basically a starter pack for hecklers. No profanity, no insults, no deep-cut personal jabs. Just garden-variety crowd noise. And DeChambeau, who loves to brand himself as a content-forward disruptor of golf’s old ways, looked more like a guy who forgot where he was.
If LIV wants to play the role of the fun, irreverent, disruptive league, its stars need to actually roll with that identity. And when you’ve got guys chugging beers in the team tent and Jon Rahm booting microphones after missed shots, complaining about “miss it” just isn’t going to land well.
Is LIV’s Image Starting to Crack?
This mini-meltdown might seem small in isolation. But it shines a light on the tension between what LIV Golf says it is—and what it’s actually delivering. If the league markets itself as the rock concert of pro golf, it can’t turn around and have its biggest personalities asking for hush rules.
Yes, Bryson DeChambeau is very online these days. He’s busy dropping viral YouTube episodes and even appeared in Happy Gilmore 2 alongside Adam Sandler. One of the more recent “Breaking 50” videos, featuring Sandler himself, racked up 5 million views in just two days. So maybe Bryson knows exactly what he’s doing. Make a scene, get clipped, go viral, and attract viewers to his content. It’s all a cycle—and maybe that “complaint” was a play for attention more than a real grievance.
But if that’s the case, it’s not working in his favor this time. Because from the outside, this looked less like trolling the haters and more like getting rattled by light booing in a beer garden.
LIV Golf Needs to Make Adjustments
LIV Golf is selling a product that thrives on energy, personality, and edge. But when one of its loudest stars can’t handle the most basic form of crowd engagement—heckling that wouldn’t earn a sideways glance at the Waste Management Open—it undercuts the vibe.
So here’s the message: If you want the “fun” of LIV, you better be ready to wear it, Bryson. Because if “miss it” breaks you, what happens when someone actually starts chirping for real?
