When LIV Golf burst onto the scene in 2022, it wasn’t just launching a new tour; it was declaring war on golf’s old guard. Armed with unprecedented financial firepower from Saudi Arabia’s Public Investment Fund, LIV didn’t nibble at the edges of the PGA Tour’s domain; it came straight for the heart, and it came swinging. The playbook was aggressive: pay nine-figure guarantees to elite players, strip away the grind of a 72-hole week, and offer a sleek, rebranded alternative that felt like a blend of elite competition and global exhibition.
Norman Leads the Revolt, but Tensions Boil Over
Greg Norman, long a disruptor in the golf world and never shy about challenging authority, took center stage as LIV’s lightning rod. His credibility, particularly with U.S. audiences, helped soften the initial shock. Phil Mickelson, Brooks Koepka, and Bryson DeChambeau followed, triggering an exodus that turned from surprising to seismic. LIV had momentum and enemies.
The PGA Tour’s response was both swift and severe. Players who defected were banned from Tour events and faced uncertain paths to major championships. LIV Golf wasn’t just creating competition; it was threatening the structure and ethos of professional golf.
By 2023 and 2024, battle lines had been drawn. Rory McIlroy stood tall among traditionalists, branding LIV events as glorified exhibitions. His logic was straightforward: a champion earns their title over 72 holes, not 54. Even Tiger Woods, despite a limited schedule due to injury, aligned himself with the Tour, reinforcing a message of loyalty and legacy.
LIV Golf Cracks Begin to Show
But 2025 brought a twist. Greg Norman’s departure in September didn’t just remove a CEO, it removed the soul of LIV’s American presence. He wasn’t merely an executive; he was the icon LIV Golf needed to stand toe-to-toe with the Tour. Without him, LIV’s image blurred.
Koepka’s surprise exit for “family reasons” only added to the uncertainty. His absence left a void not easily filled, especially as whispers of DeChambeau’s discontent began circulating. Even as LIV prepared for a busier 2026 season, cracks began to form beneath the surface.
A Global Gamble in an Unforgiving Market
Attendance rose, but TV ratings didn’t. U.S. events shrank, while the league leaned further into international growth. LIV may have money to burn, but the glow of its early defiance has started to fade.
As 2026 begins, LIV stands at a crossroads. Will fans embrace this new model, or retreat to the familiar cadence of the PGA Tour? One thing is clear: golf’s great disruption is no longer new, and that may be LIV’s biggest threat yet.
