Rory McIlroy Issues Clear Message on What PGA Tour Must Learn From LIV Golf

Newsweek

5 days ago

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After years of resistance, Rory McIlroy is finally leaning into the idea that LIV Golf might have gotten a few things right.
The five-time major winner, once the PGA Tour's loudest critic of the renegade league, has softened his stance in recent months.
From joking around with Bryson DeChambeau on the set of "Happy Gilmore 2" to openly admitting he and others should have been "more open-minded" about the PGA-LIV merger, McIlroy is now urging the PGA Tour to take notes from LIV's playbook, especially when it comes to attracting younger fans.
AUGUSTA, GEORGIA - APRIL 11: Rory McIlroy of Northern Ireland watches his second shot on the 18th hole during the second round of the 2025 Masters Tournament at Augusta National Golf Club on April 11,...
AUGUSTA, GEORGIA - APRIL 11: Rory McIlroy of Northern Ireland watches his second shot on the 18th hole during the second round of the 2025 Masters Tournament at Augusta National Golf Club on April 11, 2025 in Augusta, Georgia. (Photo by) More
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"I think tapping into a different demographic. You know, if you talk about being a golf purist and a traditionalist, and I think that's the PGA Tour appeals to that type of golf fan," McIlroy stated on the "How Leaders Lead with David Novak" podcast.
"Where LIV (Golf) appeals to a completely different demographic ... the average age of a golfer in the United States is over 60 years old. So, how can you tap into this younger demographic where hopefully they're gonna hopefully gonna watch golf for, you know, the remainder of their life?"
"So, being a little more forward-thinking and having a little more vision, I think it is something that LIV (Golf) has done pretty well," McIlroy commented during his interview posted on YouTube last week.
McIlroy's comments come at a time when the PGA Tour is still the most-watched golf platform globally, but LIV Golf has made undeniable waves.
Though LIV Golf stopped reporting its TV ratings, claiming it has made it challenging to determine its current viewership situation. But the comparisons with the PGA Tour show a significant gap.
According to reports from Golf.com, the PGA Tour averaged 3.1 million viewers on CBS/NBC during head-to-head Sundays in May, while LIV pulled in just 175,000 on FOX/FS1/FS2.
Even during LIV's best weekend, Miami in April, reports suggest the league's 484K viewers were dwarfed by the PGA Tour's 1.7 million for the Valero Texas Open.
Still, McIlroy believes the disruption was a necessary wake-up call for the PGA Tour.
"They've definitely been a disruptor in the game of golf, he told Novak as quoted. "Sometimes things need a shakeup and if anything, I think it was a bit of a wake-up call for the PGA Tour to maybe focus a little bit more on the future."
He didn't shy away from criticizing LIV Golf's format, calling out the 54-hole structure, shotgun starts and team element, that he thinks still needs
But at the same time, acknowledged that the league had to launch with an imperfect product. McIlroy's broader message was clear that the PGA Tour must evolve or risk losing relevance.
"There are so many inbuilt advantages that the PGA Tour has over LIV (Golf) ... But at the end of the day, all of that stuff goes away -- the sponsorship deals and media rights -- if people aren't willing to watch and engage with the product you're putting out there."
And while he reaffirmed the PGA Tour's dominance, he also highlighted the growing desire among fans to see the best players compete together again.
"A lot of people that I talk to are outside of the golf world that just enjoy watch golf, would much rather all the best players be together again," the grand slam winner stated in the podcast released after his Open Championship battle in Scotland.
That sentiment is echoed by new PGA Tour CEO Brian Rolapp, who took office on July. Rolapp, a former NFL executive, has already emphasized the importance of "growing the Tour" and "moving on from a position of strength".
His relationship with LIV Golf CEO Scott O'Neil, dating back to their time at Harvard Business School, could be key in navigating future unification talks.
As McIlroy put it, "We just need to see the bigger picture and try to do what's best for the game of golf."
And with both sides inching toward common ground, that picture might finally be coming into focus.
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