LIV Golf is taking an unprecedented step to attract a larger television audience. The Saudi-funded breakaway golf league will kick off its season in about two weeks in Riyadh, but it will look quite different from a typical professional golf tournament, as LIV has opted to hold the event at night under the lights to cater to American viewers.
According to a report by Matt Vincenzi in Sports Illustrated, the tournament’s shotgun start will commence at 6:15 p.m. local time in Saudi Arabia, equating to 10:15 a.m. on the East Coast of the U.S. This strategic move aims to align with its new broadcast partner Fox, with whom the league has recently signed a multi-year media rights deal. Golf Digest writer Joel Beall has reported that this may not be the only nighttime event LIV stages this year to accommodate Fox.
Smart move by LIV/FOX Sports to host opening event under lights. A source with FOX Sports tells me it likely won’t be the only tournament played at night this year
— Joel Beall (@JoelMBeall) January 22, 2025
The decision to play under the lights adds to LIV Golf’s uniqueness, particularly as it has faced challenges in attracting a television audience during its initial two full seasons. While the new deal with Fox may offer increased exposure, questions remain about whether the league will actually boost viewership compared to its previous partnership with The CW. Adjusting its start times to more U.S.-friendly hours may aid in this effort.
However, this decision also carries risks, as it could enhance LIV’s sideshow reputation. Known for its lively atmosphere with music on the course, the league may face player dissatisfaction if nighttime starts disrupt competitive integrity.
