The LIV Golf League and Caffeine, a streaming platform, have announced a new broadcast partnership for live Friday action.
In addition to the CW app, LIV YouTube channel, and LIV Golf Plus offering opening-day coverage, fans of the 54-hole event will now have an additional way to watch Jon Rahm and company compete.
Caffeine’s viewership, according to LIV, is “younger” and “more diverse” than “many traditional broadcast platforms,” making it “uniquely suited as a streaming partner” for the circuit, which this week is hosting LIV Golf Jeddah. Anthony Kim’s return was recently revealed.
“We’re excited to partner with LIV Golf to expand distribution of its tournament content and help it reach new viewers as the tour continues to grow,” stated Ben Keighran, CEO of Caffeine, in reference to the new relationship.
“This partnership is a thrilling time as Caffeine is reinventing live sports streaming by utilizing our platform to help leagues and marketers find, engage, and communicate with ardent fans on a large scale.
As well as showing live Friday coverage, LIV’s agreement with Caffeine will include the broadcast of the league’s Club 54 Pre-Round and Post-Round shows, the Fairway to Heaven podcast, Mic’d Up features, LIV Films, and LIV Lessons.
Reacting to the news, LIV Golf’s chief media officer – Will Staeger – said: “We’re thrilled about this new partnership with Caffeine that continues our efforts to expand streaming options for LIV Golf’s Friday live coverage while introducing the league to a next-gen audience.
“By distributing our Friday coverage across multiple platforms – including LIV Golf Plus, the LIV Golf YouTube channel, The CW App and now Caffeine – cord-cutters, sports and entertainment viewers, and digital fans on the move can watch our top-level competition coverage on Fridays anywhere they like, on any device, live and on-demand.”
The PIF-backed league says it has seen “significant growth in viewership” over the course of the first two events this season, with “the average audience on The CW Network broadcasts seeing growth of 77% (Mayakoba) and 60% (Las Vegas).”
Combined with LIV Golf Plus and its YouTube channel, LIV claims its total viewership so far in 2024 has represented “a 173% and 317% year-over-year increase, respectively.”
In the USA, LIV’s competition will continue to air on The CW channel, The CW App and LIV Golf Plus at the weekend. For those outside of the US, LIV tournaments can be viewed on LIV Golf Plus or the LIV Golf YouTube channel.
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