LIV Golf, founded by Greg Norman, has been developing for over two years with the goal of challenging the PGA Tour.

The emergence of LIV Golf has prompted the PGA Tour to respond by increasing prize money and launching new initiatives, including a significant $3 billion deal with Strategic Sports Group to retain players.

Prominent golfers such as Jon Rahm, Bryson DeChambeau, and Dustin Johnson have joined LIV Golf, with Rahm recently winning the 2024 individual championship.

Looking ahead, LIV Golf's 2025 season is scheduled to kick off on February 6 in Saudi Arabia, with additional events planned in Australia, Hong Kong, and Singapore.

A notable crossover event is set for December 17, featuring LIV's Brooks Koepka and DeChambeau competing against PGA Tour stars Rory McIlroy and Scottie Scheffler.

Ongoing negotiations between LIV Golf and the PGA Tour regarding a potential merger of their commercial businesses have yet to reach a conclusion, despite expectations for an agreement by the end of the previous year.

Recent discussions between PGA Tour officials, including Tiger Woods, and representatives from Saudi Arabia's Public Investment Fund (PIF) have not yielded significant progress.

Reports indicate that the PIF is seeking a new CEO to potentially replace Greg Norman, who currently holds the dual roles of CEO and commissioner.

Despite the slow progress in negotiations with the PGA Tour, LIV Golf is actively expanding its executive team by hiring new leaders in marketing, finance, and events management.

LIV Golf faces challenges in gaining acceptance among traditional golf fans, as evidenced by low television ratings and difficulties in promoting its unique format.