Greg Norman admits being ‘surprised’ by LIV Golf captains’ approach to the concept

LIV Golf has successfully introduced the team golf format and is set for yet another season. The breakaway tour’s business model has admittedly been based on the ‘franchises.’ The teams, sold to prospective owners, are grown as individual franchises with facilities of their own and come together to play on the Greg Norman-led circuit.

Interestingly, the 13 teams’ captains also have a stake in the franchises they lead. According to reports, all team captains, excluding two believed to not have the deal, own 25% equity ownership in their teams. The remaining 75% was retained by LIV Golf until sold. While the concept seems appealing for captains, it also received some flak from around the golf world during its inception.

Norman has now come out to state that the skippers were very accepting of the team concept when introduced. The LIV Golf CEO admitted being ‘surprised’ by the team captain’s’ ‘overall acceptance and willingness’ to join in on the new circuit’s franchise format.

Greg Norman said in an interview with Bob Harig, as quoted by Sports Illustrated:

“What has surprised me is the overall acceptance and desire and willingness of our team captains and our other team members who want the team concept. We want to grow our teams. All of a sudden, I would go back to the 26th tournament, which would have been about May of this year, and the light bulb went off in the captains’ heads.

"They saw the opportunity that lay ahead of them with growing their franchise and finally realized it.”

It is pertinent to note that none of the 13 teams have been sold to a prospective owner. Currently, all players on the circuit’s 54-man field receive prize money paychecks after each event.

Notably, the top three individual players are paid from a $20 million purse, while the top three teams get paid from a separate $5 million purse for the team competition.

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Greg Norman concerned about LIV Golf’s TV deal situation

While lauding the LIV Golf League’s format and players, Greg Norman also addressed its disappointing position on the network (TV) deal. The CEO admitted that his breakaway circuit is ‘falling short’ due to a lack of a good deal that “creates uncertainty in the marketplace.” He revealed that companies have kept the tour on hold.

He noted that the lack of a concrete deal caused issues on the ‘scheduling and venue’ front.

Greg Norman said:

“Where we’re falling short is due to the headwinds in not getting a network deal. That creates uncertainty in the marketplace. (Companies say) let’s see what happens. That rolls into sponsorship. We have an enormous number of big corporations who are talking to us and would be very keen to come on.

"Again, the question is what is going to happen with the deal? Whether it happens or it doesn’t is going to set the marketplace at ease. When we know what’ll do and the marketplace will know how to navigate the situation. But the headwinds continue from a scheduling and venue perspective as well.”

It is pertinent to note that LIV Golf’s inaugural season in 2022 was available via streaming on YouTube and the circuit’s website. In 2023, the tour signed a two-year deal with the CW Network for weekend broadcasts. LIV is yet to announce if the CW deal will be extended in 2025.

Interestingly, Greg Norman's LIV Golf contract also ends in 2025 and the CEO's future remains uncertain at the moment.