LIV Golf’s Impact on Social Media

LIV Golf is making waves in the world of golf. The new tour is financed by the Public Investment Fund, the sovereign wealth fund of Saudi Arabia, and they are getting some of the best players in the world to join. 

Jon Rahm, the #3 golfer in the world, recently announced that he is leaving the PGA Tour and signing with LIV Golf. Rahm’s announcement had quite a social media impact. LIV Glf had their single best day of media mentions for the year, making up 5.5% of the year’s mentions, their best day on Facebook, and their third best day on Instagram and Twitter.

This year, LIV Golf has grown its overall following by 80% on social media, with 406% growth on TikTok! LIV continues to attract big talent, and creating trendy social content with superstar players like Rahm, DeChambeau, Koepka, and Mickelson is creating positive growth. LIV now has over 2.3 million followers on social media after its second season of play.

LIV Reaching Young Fans on TikTok

Golf has had a resurgence since the COVID-19 pandemic. During the shutdown, golf was one of the only safe sports that could be played with social distancing. In 2021, “play increased by almost 6% nationwide”, which comes out to about “30 million rounds” of golf (National Golf Foundation Survey). Golf brands and leagues are trying to take advantage of this rise in the game amongst young people with increased social media content. 

LIV Golf has seen success reaching these young golf fans on TikTok with over 406% growth. Their fun and more relaxed style of tournament play with music playing around the course resonates with young fans. They outranked the PGA Tour, DP World Tour, and Ryder Cup this year in total TikTok video views with 193.6M! The tour focuses on funny and exciting moments from tournaments, insider views on players, and jumping on silly video trends. Check out some of the top TikTok videos below and in this Blinkfire playlist of posts.

Only time will tell if the LIV Golf tournament format and business model will keep growing and stick, but they are definitely reaching the younger generation of golfers on social media. Keep your eye on the world of golf as LIV Golf and the PGA Tour continue to battle for top players. Will a merger get done? What will the deal look like? Who will stay involved in shaping the future of the game at the professional level? Hopefully, all these questions will be answered soon and bring some more clarity to the future of the sport.

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