Greg Norman makes 10 bold claims about LIV, takes shot at ‘tired’ golf facility

Greg Norman went to Instagram on Friday to celebrate LIV’s three-year anniversary in a post that made bold claims about LIV’s successes, attacked its critics and offered a clear statement about the league’s future.

The timing was interesting. Norman’s post came as the PGA Tour was holding its second round of the Tour Championship. It came a day after Rory McIlroy reiterated his wish for the tournament to find a common language with the Saudi PIF, LIV’s source of funding. And it came two days after Jay Monahan addressed the media about the state of the PGA Tour — and sidestepped questions about a potential truce with LIV.

Norman has positioned himself as a disruptor and a champion for players’ rights within professional golf; his post reflected that. He has also embraced his role as a controversial figure within the game; his defiant expression in a menacing black-and-white cover photo suggested as much.

Then the post:

“Today I celebrate 3 incredible years as CEO and Commissioner of our LIV Golf League. We have come so far in such a short period of time, managing all kinds of headwinds, obstacles and falsehoods, that I marvel at what we have achieved to date.”

Norman then listed 10 claims about LIV’s effect on the professional game, each followed by a praying hands emoji and LIV — basically saying, “thanks, LIV.”

The claims, as written by Norman:

– Players are now earning more money today than ever before;

– Player families, fans and teams are now a priority;

– Player health and welfare is now at its best ever in the history of professional golf;

– Additional player paths for them to compete;

– We brought exciting new energy and fun to a tired, monotonous sports culture with leading innovation and production;

– Golf is now viewed as a private equity asset class now all;

– Golf has now opened new untapped global markets;

– We have reduced the oldest age demographic in our sport from 67-1/2 to under 45;

– We are working more successfully with the global golf ecosystem, as promised;

– We partner with communities through our CSR (Corporate Social Responsibilities) initiative.

So how true are Norman’s claims? There is validity to some, especially the idea that LIV has given players more money. Top players who defected to LIV Golf were compensated with massive contracts, and the PGA Tour has responded with several initiatives aimed at dishing out more money to top pros. The tournament has also welcomed outside investment through the Strategic Sports Group (SSG), whose $1.5 billion investment has included a unique player capital program.

Other claims felt like clearer shots at the golf establishment, including the claim that LIV was a response to golf’s “tired and monotonous sports culture.” And while LIV THERE aiming its efforts at a younger demographic, Norman’s claims of an under-45 audience also speak to a failure to reach viewers through a traditional television broadcast. The league has younger viewers, but fewer of them.

LIV fans have praised the reimagined format for the game, which has emphasized team play, shortened tournaments to 54 holes, and reduced playing windows via the starting gun. They have brought star power to numerous golf-hungry markets, most notably their event in Adelaide in Australia, which has arguably been the league’s biggest success story to date. And the players are paid.

Opponents of LIV have denounced its source of funding; The Saudi Public Investment Fund is the main backer of the league, effectively making the players employees of the Saudi government as it tries to improve its standing with the world. Even golf fans have objected to the format. For the most part, however, they have resisted splitting the professional game — former PGA Tour majors Bryson DeChambeau, Brooks Koepka, Jon Rahm, Phil Mickelson, Dustin Johnson, Cameron Smith, Patrick Reed and Joaquin Niemann are among those who now play on one circuit entirely. different, united for only four degrees – and even then, only a few of them are qualified.

McIlroy expressed that view after his round Thursday at the Tour Championship.

“I think anybody who cares about golf should be frustrated,” he said, adding that the Tour isn’t putting out its best product because it’s missing those who left LIV.

“I go back to — even though I was on the wrong side of things, like US Open with Bryson and me (LIV Golf’s Bryson DeChambeau), you’ll only really get it four times a year at most. I think the game of golf deserves these kinds of things to happen more than just four times a year.”

Monahan emphasized that the Tour is moving full steam ahead, with or without a deal. But he, too, acknowledged the dominant perspective of fans.

“What we’re hearing from the fans and what we’re hearing from the players, ultimately we’re both in a position to reunite the best players in the world,” he said. “I think that’s a good and aspirational goal.”

But Norman’s post, which celebrated achieving what he called “my lifelong vision,” took a different tone. He thanked the LIV team and those who believe in the league’s business plan. He thanked his boss, including a photo with PIF governor Yasir Al-Rumayyan and praising his vision and “genius in identifying virgin space.” And he stated his intentions for the future of the league:

“LIV Golf belongs and LIV Golf is here to stay!”

Where does Norman’s vision clash with that of Monahan, McIlroy and Al-Rumayyan? This is what will define his fourth year, and all that will follow.

Dylan Dethier

Editor of Golf.com

Dylan Dethier is a senior writer for GOLF Magazine/GOLF.com. Resident of Williamstown, Mass. joined GOLF in 2017 after two years of struggling on the mini-tours. Dethier is a graduate of Williams College, where he majored in English, and he is the author of 18 in Americawhich details the year he spent as an 18-year-old living out of his car and golfing in every state.