Bloomberg Business of Sports LIV Golf Plans to Sell Stakes in Franchises for First Time
Jan 30, 2026
Amy Trask, former Oakland Raiders CEO and CBS Sports analyst. Cedric Cornelius, Tennis Australia’s commercial chief driving fan-first innovations. Randall Williams, Bloomberg sports reporter covering LIV Golf business moves. They discuss LIV Golf selling team stakes, its growth and ranking strategies, the Australian Open’s festival-style fan experiments, and NFL coaching and roster storylines in quick, punchy segments.
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Revenue Now, Profitability Later
- Randall Williams says LIV Golf is not yet profitable but is generating revenue and cash flow.
- He frames profitability as a medium-term expectation given the league's startup phase and investment backing.
Player Moves Don’t Tell Full Story
- Player movement shows mixed outcomes: some stars return to PGA while others choose LIV for format and pay.
- Williams says LIV's signings and brand partnerships, like Rolex, signal legitimacy despite retention challenges.
Merger Talks Remain Unresolved
- The PGA–LIV talks have lingered for years with unclear prospects for a merger or partnership.
- Williams compares the stalled talks to a multi-year sale and says outcomes remain uncertain.
