GBR Wednesday | The Numbers Game: Why LIV Still Trails the PGA Tour on U.S. Screens
Every Tuesday and Friday Morning, We Bring You the Ten-Minute Summary of What Happened Last Week in the Golf Industry While you Were Golfing.
Good morning, GBR community,
We’re happy to be back and ready to go with this week’s newsletter.
Last week threw up some challenges, which meant we couldn’t produce our usual Tuesday and Friday jaunt through the major stories in the golf industry. Please accept our apologies.
Here we are in a new week, and let’s take our first look at the major stories from the golf industry. We have our usual mix of the following content to read through:
Industry
Circuits
Equipment
For Paid Subscribers: Televised Golf’s Turf War: PGA Tour vs. LIV Golf Viewership Trends (2024–2025)
1. INDUSTRY
FIVE IRON GOLF TO OPEN FLAGSHIP VENUE AT THE PLAZA CORAL GABLES IN MIAMI
Five Iron Golf has announced plans to open a new 29,500-square-foot flagship location at The Plaza Coral Gables in Miami, scheduled to open in early 2026. The state-of-the-art facility will feature 12 Trackman-powered golf simulators, 12 bowling lanes, and a mix of indoor and outdoor spaces tailored for immersive golf, entertainment, and hospitality experiences. The venue will be part of Agave Holdings’ luxury mixed-use development, which includes residences, offices, retail, and a Loews hotel. “Five Iron Golf brings a new dimension of energy and experience to The Plaza Coral Gables,” said Agave Holdings Executive Gregory Schwartz, who sees the brand as a cornerstone experience for residents, professionals, and tourists in the area.
The Coral Gables franchise will be led by award-winning operators Peter McCormick and Alex Zega, who were recently named 2024 Franchisees of the Year, alongside partners Matt Csillag and David Zabinsky. The group also helped launch Five Iron Golf Dubai in 2024. The Miami location is part of an aggressive expansion across Florida with future openings planned in Orlando, Tampa, and Fort Lauderdale, among others. More information on the new Miami location is available from The First Call.
GOLF TOURISM IN NORTHERN IRELAND REACHES RECORD £86.2M IN 2024
Tourism Northern Ireland has announced a record-breaking year for golf tourism, with the sector generating £86.2 million in 2024 — a 66% increase from 2019 and more than double the £33.2 million recorded in 2014. Research by Sporting Insights revealed that 29,400 non-domestic golfers travelled to Northern Ireland last year, drawn by extended stays, increased luxury spending, and a surge in visitors from North America and Australia. North American visitors alone contributed £44.3 million, up from £36.2 million in 2023, while spending by golfers from Australia and other international markets rose from £3.1 million to £11.6 million. Golfers from Great Britain added a further £12.5 million. The average visiting golfer spent nine days in Northern Ireland, playing five rounds and spending £4 on ancillary services for every £1 paid in green fees.
With the 153rd Open set to return to Royal Portrush from July 13–20, the momentum shows no signs of slowing. The Open is expected to deliver a combined economic and media benefit of £213 million to Northern Ireland, according to a report by Sheffield Hallam University. Naomi Waite, Tourism NI’s Director of Marketing, highlighted the enduring appeal of Northern Ireland as a “bucket list” destination for North American golfers and noted the encouraging return of long-haul markets following the pandemic. Bill Donald, General Manager of Royal County Down, praised the collaborative efforts of the local golf industry and emphasised the value of visiting golfers who not only play multiple courses but also support local hospitality and tourism businesses throughout their stay. You can read the full report in the Irish Central here.
TENFORE GOLF LAUNCHES AUTOMATED MARKETING SERVICE TO BOOST COURSE ENGAGEMENT AND REVENUE
TenFore Golf has unveiled its new Trigger-Based Marketing Services, a fully automated solution that enables golf courses to engage players in real-time based on their behaviour. The system enables operators to set up personalized marketing journeys, such as reminders for inactive players, follow-up offers after purchases, or rebooking prompts after cancellations, without increasing staff workload. Unlike traditional DIY platforms, TenFore’s team manages the full marketing process, from campaign design and deployment to analytics and strategic adjustments. The service integrates seamlessly with TenFore’s tee sheet, POS, and payment platform, enabling campaigns triggered by player spend, booking patterns, and attendance. CEO Jonathan Wride describes it as “an intelligent engagement engine” designed to boost retention, increase revenue, and build stronger customer relationships across public, private, municipal, and resort golf courses nationwide. A demo of TenFore’s new software is available here.
YAS LINKS ABU DHABI LAUNCHES REGION’S MOST ADVANCED GOLF ACADEMY
Yas Links Abu Dhabi has unveiled a major upgrade to its Golf Academy, positioning it as one of the most advanced coaching hubs in the Middle East. The state-of-the-art relaunch features two swing studios equipped with Trackman and Swing Catalyst systems, an indoor putting studio that includes a Sam PuttLab, and climate-controlled indoor teaching spaces for year-round player development. A standout addition is Yas Links’ exclusive partnership with PLATFORM Golf, marking the region’s first use of its immersive simulator technology that replicates real-world slope, lie, and putting conditions. The enhancements are part of Viya Golf’s broader investment strategy, with Director of Instruction Marc Arnold stating the new facilities “set a new standard” for coaching in Abu Dhabi. With a 101% rise in coaching lessons, a 49% growth in memberships, and a surge in junior and community participation, Yas Links is poised to be the flag-bearer for golf innovation and development across the developing UAE market. More information on Yas Links Academy can be found here.
THOUSANDS GATHER FOR SUCCESSFUL BRITISH GOLF SHOW SOUTH AT WYCOMBE AIR PARK
The 6th annual British Golf Show (South) drew over 7,000 attendees to Wycombe Air Park on May 16–17, featuring 120 leading exhibitors including TaylorMade, Callaway, PING, Mizuno, and Wilson. Visitors of all ages enjoyed a wide array of interactive features such as a 17-bay indoor driving range, PGA professional lessons, state-of-the-art simulators, and seven golf challenges — notably the popular ‘Rory McIlroy Tumble Dryer’ Challenge. With opportunities to test new equipment, receive custom fittings, and explore golf travel options, the show catered to both beginners and seasoned golfers. Organiser Alex Ayling hailed the turnout as a testament to the growing enthusiasm for the sport and confirmed plans to expand the show’s appeal ahead of the British Golf Show (North), set for June 27–28 at Leeds East Airport. Tickets for the British Golf Show (North) are available here.
COSTA DEL SOL NAMED EUROPE’S TOP GOLF DESTINATION FOR 2025
The Costa del Sol has been crowned Europe’s leading golf destination for 2025 by the International Association of Golf Tour Operators (IAGTO), reaffirming its global reputation as a premier hub for golf tourism. Boasting over 70 golf courses, year-round sunshine, and panoramic Mediterranean views, the region—often dubbed the “Costa del Golf”—continues to attract thousands of international golfers annually. The accolade, announced at the International Golf Travel Market in Portugal, also highlights the sport’s significant economic impact in the region, contributing approximately €2 billion annually and supporting over 17,000 jobs. With luxury resorts, top-tier facilities, and proximity to Malaga Airport, the Costa del Sol remains a standout destination for golfers seeking both sport and leisure. Marina Bruce’s full story in Euro News can be found here.
PLATFORM GOLF BRINGS CUTTING-EDGE TECHNOLOGY TO PRECISION GOLF IN EUROPEAN DEBUT
PLATFORM Golf has launched its most advanced European installation to date at Precision Golf in West Byfleet, Surrey, introducing a new level of realism to indoor training with TrueSlope™ and TrueBreak™ technology. The facility now features two full-swing bays with dynamically adjusting slope surfaces and a dedicated putting platform that simulates tour-grade green contours, allowing golfers to analyse and refine every aspect of their game without leaving the studio. As Europe’s leading club-fitting and performance centre, Precision Golf’s adoption of PLATFORM’s technology marks a significant milestone in off-course golf innovation. The partnership equips instructors and fitters with unmatched tools for full-shot and putting analysis, enhancing both teaching and custom-fitting services. Just a short drive from elite clubs like Sunningdale and Wentworth, Precision Golf is now positioned as one of the most sophisticated golf performance destinations globally. More details of the partnership between Platform Golf and Precision Golf can be found here.
CLUB-MAKING ICON KATSUHIRO MIURA DIES AT 82
Katsuhiro Miura, the revered Japanese craftsman behind Miura Golf and a pioneer of hand-forged golf clubs, passed away Wednesday at the age of 82. Starting his journey as a clubmaker at just 16, Miura founded Miura Manufacturing Co. in 1977, earning legendary status in the golf world for his meticulous craftsmanship and dedication to quality. His final design, the KM-700, released in 2022, was hailed as his "crowning achievement" and bears his signature red Hanko stamp. Miura’s legacy continues through his sons, Shinei and Yoshitaka, and grandson Kokuse, who now lead the family business. Miura’s pursuit of perfection and quiet dedication to his craft left a lasting mark on the game and the industry he helped shape. You can find out more about Katsuhiro Miura’s legacy here.
2. CIRCUITS
PGA TOUR SCRAPS STARTING STROKES IN TOUR CHAMPIONSHIP OVERHAUL
The PGA Tour has announced sweeping changes to the format of its season-ending Tour Championship, scrapping the Starting Strokes system introduced in 2019. Beginning with this year’s event at East Lake Golf Club in Atlanta (Aug. 18–24), the Tour Championship will revert to a traditional 72-hole stroke-play format, with all 30 qualifiers starting at even par. The changes are part of the Tour’s broader Fan Forward initiative, a strategy designed to enhance clarity, competition, and fan engagement throughout the season.
Key changes to the TOUR Championship include:
Elimination of Starting Strokes: Players will start at even par; the low score over 72 holes wins the FedExCup.
Course setup revisions: The TOUR Rules Committee will tweak course conditions to create more risk/reward scenarios, aiming for tighter scores around par.
Increased exclusivity: The field will remain capped at 30 players, reinforcing the event’s status as the hardest tournament to qualify for on the schedule.
Commissioner Jay Monahan credited the Player Advisory Council for championing the updates, which he said reflect fan demand for “the most competitive golf in the world…in the most straightforward and engaging format.” FedEx, NBC, CBS Sports and GOLF Channel all voiced support, with Scottie Scheffler noting that the revised format “brings out the best competition.” Bonus payouts for the top 30 FedExCup finishers will also be restructured to reflect the increased volatility of the straight-up scoring format. More information on the updated Tour Championship setup can be found here.
LIV GOLF EXPANDS “THE DUELS” SERIES WITH PRO STARS AND TOP GOLF CREATORS
LIV Golf has announced the return of The Duels following its viral debut in Miami, with four new events set for Virginia, Dallas, the UK, and Chicago. Each edition will pair LIV’s biggest stars—Bryson DeChambeau, Phil Mickelson, Jon Rahm, Sergio Garcia, Bubba Watson, and Henrik Stenson—with a powerhouse lineup of golf content creators, including Grant Horvat, Rick Shiels, Luke Kwon, Fat Perez, and The Bryan Brothers.
The Miami event, which garnered over 2.3 million views, demonstrated a strong appetite for further collaboration. The new events promise fresh formats, bigger personalities, and deeper audience engagement. “YouTube golf is one of the most powerful tools in growing the game,” said LIV CMO Adam Harter. “Creators like Rick, Grant, Luke, and Fat Perez are bringing new energy and fans into golf—and The Duels is where it all comes together.” More information on the next rounds of The Duels can be found here.
CRAIG KESSLER NAMED 10TH COMMISSIONER IN LPGA HISTORY DURING LANDMARK ANNIVERSARY SEASON
The LPGA has appointed Craig Kessler as its 10th Commissioner, marking a pivotal leadership change that coincides with the organisation's 75th anniversary celebration. Kessler, who brings a wealth of experience in sports, business, and private equity, was selected following a comprehensive global search shaped by input from LPGA players, staff, and stakeholders. Currently serving as Chief Operating Officer of the PGA of America, Kessler previously held senior roles at Buff City Soap and Topgolf, where he led transformative growth initiatives. His appointment reflects the LPGA’s ambition to accelerate its global influence and redefine the future of women’s golf.
Kessler’s leadership will officially begin on July 15, succeeding interim commissioner Liz Moore and former commissioner Mollie Marcoux Samaan. In addition to his executive background, Kessler has served on the boards of the National Golf Foundation and the Dallas Mavericks Advisory Board. He described the new role as both a professional milestone and a personal mission to expand access and opportunity in golf. “From young girls swinging a club for the first time to elite players on Tour, the LPGA is shaping the future of golf,” said Kessler. “I’m honored to join this powerful movement and help lead its next chapter.” The full press release announcing Kessler’s appointment can be found here.
MCILROY OPTS OUT OF MEMORIAL IN FAVOR OF CANADIAN SUCCESS. CONFIRMS SPOT IN INAUGURAL DP WORLD INDIA CHAMPIONSHIP
Rory McIlroy, currently ranked No. 2 in the Official World Golf Ranking, appears set to skip the PGA Tour’s upcoming signature event, the Memorial Tournament, choosing instead to compete at the RBC Canadian Open. Despite the Memorial’s elevated status—featuring no cuts, limited fields, and a large purse—McIlroy’s absence echoes a trend seen recently with Scottie Scheffler, who bypassed the Truist Championship and went on to win the PGA Championship at Quail Hollow.
McIlroy’s decision to head to Canada likely stems from his strong record at the RBC Canadian Open, where he’s secured two wins in four starts and never finished outside the top 10. His most recent showing, a final-round 64 in 2023, earned him a tie for fourth place. This year’s edition, hosted for the first time at TPC Toronto at Osprey Valley, provides a fresh backdrop for McIlroy to continue his success north of the border. Meanwhile, the Memorial Tournament will go ahead without him, bolstered by sponsor exemptions for Jordan Spieth, Rickie Fowler, Matt Kuchar, and Brandt Snedeker. You can read Tim Scmitt’s full article for Golfweek here.
It has been confirmed that McIlroy will make his long-awaited debut in India at the inaugural $4 million DP World India Championship, set for October 16–19, 2025, at Delhi Golf Club. The reigning Race to Dubai champion and four-time major winner adds global star power to the tournament, which marks the richest DP World Tour event ever held in the country. Co-sanctioned with the Professional Golf Tour of India (PGTI), the new championship highlights India’s rising profile in elite golf. It strengthens DP World’s commitment to the region through both marquee events and grassroots programmes. McIlroy expressed enthusiasm about the opportunity to compete in front of Indian fans for the first time and praised the tournament as a key step in expanding the game’s global reach. His participation follows a successful season for Indian golf, including Eugenio Chacarra’s win at the 2025 Hero Indian Open, and signals growing momentum for the DP World Tour in emerging markets. More information on McIlroy’s commitment to the DP World India Championship can be found here.
3. EQUIPMENT
TITLEIST UNVEILS NEW IRON LINEUP AT CHARLES SCHWAB CHALLENGE AND SOUDAL OPEN
Titleist has officially debuted its latest generation of irons during this week’s Charles Schwab Challenge and DP World Tour’s Soudal Open, unveiling updated models of the T100, T150, T250, and T350, along with the T250•U and U•505 utility irons. A fixture in professional bags for over a decade, Titleist’s irons continue to undergo a rigorous tour validation process, gathering player feedback and on-course performance data before hitting the retail market. The rollout highlights the brand’s deep collaboration with its tour staff, including Arnold Palmer Invitational winner and Titleist ambassador Russell Henley, who emphasized the need for versatile shot-making across the set. Early photos suggest design tweaks—such as a dual-cavity back for the T100 and T150, and potential hollow-body designs in the more forgiving T250 and T350 models—though full technical specs remain under wraps. As always, Titleist’s tour-first approach aims to ensure every iron meets the demands of top-tier performance. More news on the upcoming releases is available in Brian Knudson’s article on GolfWRX.
4. FOR OUR SUBSCRIBERS:
Televised Golf’s Turf War: PGA Tour vs. LIV Golf Viewership Trends (2024–2025)
The competition for American golf viewers has reached new heights. In 2024 and 2025, the PGA Tour and LIV Golf faced off on TV screens, competing for audience loyalty, broadcast deals, and cultural relevance. While the PGA Tour navigated a slump and a rebound, LIV Golf attempted to carve out a niche in a crowded market, with mixed results. Here’s how the two compare, what the data shows, and what it all means for televised golf in the U.S.
Diverging Trends in 2024
PGA Tour: A Slump Despite Star Power
Sunday telecasts averaged 2.2 million viewers in 2024, a 19% decline from 2023. CBS and NBC both reported double-digit drops. Blame fell on poor weather, Olympic-year scheduling, and the loss of big-name players to LIV. However, the Tour experienced growth digitally, with ESPN+ streaming up 15% and social media views increasing by 6%. (SBJ, Oct 2024)
LIV Golf: Modest Gains, Modest Reach
LIV Golf's U.S. ratings lagged far behind those of the PGA Tour. Its 2024 opener drew 432,000 viewers on CW—a record for LIV but a fraction of PGA numbers. Most LIV events drew fewer than 300,000 viewers. Though it reported high global streaming totals, these figures weren’t independently verified or comparable to Nielsen data. (Golf Digest, Feb 2024)
Enjoying the analysis so far?
Read on to uncover:
How the PGA Tour's 2025 format shake-up is reshaping competition
The real impact of LIV Golf's global expansion and Fox TV deal
Which tour is winning the digital engagement race
Exclusive insight into major championship viewership trends and what they signal about the future of televised golf
