DAZN’s latest partnership with LIV Golf isn’t just about expanding access—it’s about locking premium golf behind a paywall. LIV Golf+, now available on DAZN in over 200 markets, offers free, ad-supported content, but the real action will soon be reserved for those willing to pay.
This follows the Netflix and Amazon Prime model: lure viewers in with free content, then push them towards a paid subscription for exclusive features. While fans can enjoy limited access, those wanting premium coverage—including LIV Golf’s ‘Any Shot, Any Time’ technology—will have to cough up.
Engagement at a cost?
Scott O’Neil, LIV Golf’s CEO, calls this “a significant platform to engage a truly global audience.” But does ‘engagement’ mean making golf fans pay more to follow their favourite players?
DAZN CEO Shay Segev openly admits the strategy: “LIV Golf+ on DAZN will sit within our extended free content offering, creating an ecosystem similar to Amazon Prime and Netflix.” In other words, expect free access to be just a teaser before the real content goes behind a subscription.
WHAT IS SCOTT O’NEIL’S BACKGROUND?
Is this the future of sports broadcasting
As LIV Golf fights for legitimacy in the golf world, this partnership doubles down on a digital-first, pay-to-watch approach. While some may argue that this is the future of sports broadcasting, others will see it as yet another barrier to access.
Golf has always prided itself on being a sport for everyone, from weekend amateurs to seasoned pros. But with elite tournaments increasingly shifting to paid platforms, are we seeing the sport become a playground only for those willing to pay? Traditionalists may argue that this shift risks alienating the next generation of fans who simply won’t pay to watch.
Will fans embrace the new model, or will this strategy backfire, pushing viewers back to traditional golf broadcasts? The battle for how we watch golf has only just begun.
by Alex Gallemore
