Two days after announcing sweeping tariffs that have tanked the U.S. stock market and put the global economy at risk, President Donald Trump is doing what he does best: hanging out at a golf course. Currently in Miami, he’ll be attending this weekend’s LIV Golf tournament at Trump National Doral. While many attendees will be happy to see him, the massive media attention could attract detractors, especially given Trump’s choice to party at Mar-a-Lago instead of attending the dignified transfer of four American soldiers who died in Lithuania.
If anyone stands to benefit from this situation, it’s the Saudi-backed LIV Golf. In its fourth-year competition, the breakaway tour seeks its first notable American TV audience, and the attention surrounding Trump might provide just the boost they need—not only to garner viewership but potentially to outdraw a PGA Tour event for the first time. The timing is perfect as this marks the first LIV event broadcast on Fox under their new multi-year deal. While previous ratings on The CW have been, at best, tepid, or at worst, downright embarrassing, they are expected to secure the best ratings in their history this Sunday.
LIV and Fox have made strategic scheduling decisions regarding which tournaments will air on Fox as opposed to FS1 or FS2, and this weekend’s event might be the wisest choice. With only a week until the Masters, many of the PGA Tour’s stars are taking a break to prepare for Augusta, leaving the Valero Texas Open with diminished star power. Although golfers like Jordan Spieth, Patrick Cantlay, and Hideki Matsuyama will compete, the absence of big names and the broadcasting split between Golf Channel and NBC/Peacock likely suggest middling ratings.
So, how likely is it that LIV, which was recently outdrawn 100-to-1 by the PGA, could pull off a victory? Unless there’s an impressive performance from Jordan Spieth culminating in a nail-biting finish, the Valero Texas Open is expected to average between 1.7 and 2 million viewers this Sunday (it drew 1.9 million last year). LIV is likely to conclude around 4 p.m. EST, approximately an hour before the PGA Tour’s finish. This time slot regularly attracts between 1.7 and 3.1 million viewers for golf on CBS and NBC, while Fox typically captures around 4 million for NASCAR broadcasts during that period.
Therefore, there’s a reasonable chance that LIV could get close enough to consider it a public relations success, albeit with several caveats. But therein lies the challenge for LIV: while it may be possible to surpass PGA Tour viewership for one weekend, the more crucial target is breaking the one-million average viewer mark. Failing to reach this milestone might convey that, despite all the spectacle and investment, there is insufficient interest in LIV Golf among U.S. audiences. While labeling this weekend as make-or-break for LIV might be an exaggeration, it is critical, especially since the PGA Tour is resistant to Saudi Arabia’s terms for reunification between the leagues. Not demonstrating themselves as a worthy competitor this weekend could tip the balance permanently.
