New Harris Poll results show younger U.S. golf fans are more open to the startup LIV Golf tour, and LIVGolfInv's controversial Saudi backing is not discouraging fans from watching
Golf’s civil war arrived in the United States this week, as the LIV Golf series makes its American debut at Pumpkin Ridge outside Portland, Oregon. With, LIV has doubled the number of elite players it featured since its inaugural event just three weeks ago in London.
But the real fight for golf’s future is better exemplified by the likes of Eugenio Chacarra, who was the world’s No. 2 amateur golfer before, and James Piot, the 2021 U.S. Amateur champion who joined LIV prior to its debut last month. LIV has already engendered its share of controversy, not least for its support from the Saudi Arabian sovereign wealth fund, but the most striking aspect of the PGA Tour-LIV showdown, according to new data from the Harris Poll, is the generational split between the two organizations.
Years in the making, LIV started in June, drawing golfers in part with the promise of guaranteed pay, while the PGA Tour only pays out those who make the cut. It is able to do that because of its near bottomless source of cash: the government of Saudi Arabia, which has a horrendous human rights record, including killing Washington Post journalist Jamal Khashoggi.
Younger Americans are more aware of, more interested in and more open to the LIV tour, according to our polling — and the split is sharp. So while 40% of those 45 years old and younger are familiar with LIV, as opposed to 35% of the overall population, that figure falls to 27% among those aged 55 and over. And while 55% of U.S. adults familiar with the league plan to watch an LIV event, that number rises to more than 7 in 10 among those aged 18-34.
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