Phil Mickelson Hails LIV Golf's Global Impact And New FOX Sports Deal
Phil Mickelson discusses LIV Golf's evolving position in global golf, highlighting their new FOX Sports TV deal and vision for growing the sport internationally.
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LIV Golf has secured a significant TV deal with FOX Sports, marking a major commercial milestone. Mickelson emphasizes that this partnership creates substantial value for sponsors and aims to reach a younger, more diverse audience.
Rather than positioning LIV as a competitor, Mickelson now describes it as "an additive" to golf's ecosystem, highlighting its unique position as the first truly global golf model. The tour operates for 14 weeks annually, complementing the existing 38 weeks of traditional golf programming.
Key aspects of LIV Golf's strategy include:
- Global reach and international competition
- Focus on younger demographics
- Enhanced on-site fan experience
- Integration with social media platforms like YouTube
- Team-based format
Mickelson is particularly enthusiastic about LIV's YouTube presence, crediting Grant Horvat and Bryson DeChambeau for pioneering professional golf content on the platform. At 54, he's embracing this new medium, having already produced three videos and experiencing renewed excitement for the game.
The tour's commercial momentum continues to build, with various apparel deals being secured, including Mickelson's own HyFlyers team. This growth, combined with the FOX Sports partnership, suggests LIV Golf is establishing itself as a permanent fixture in professional golf's landscape.
First 2v2 in the books. Take a guess who pic.twitter.com/B35Iq3d86RJanuary 11, 2025