LIV Golf and Google Cloud Tee Up a New Fan Experience

LIV Golf is joining The Masters and the PGA Tour to offer a more immersive fan experience to its viewers. As reported in Golfweek, the Saudi Arabia-backed league has partnered with Google Cloud and PMY Group, a full-service technology provider for sports and entertainment clients, to launch its “Any Shot, Any Time” fan experience. 

The new feature, which launches this summer in the LIV Golf Plus app, will give fans the freedom to watch specific golfers or teams or queue up customizable highlight reels. Although the service is similar to others offered by the PGA Tour and The Masters for some of their marquee events, LIV Golf promises to make its service even more expansive by including every round of the LIV Golf League Tournament.

Just what does this partnership mean for fans — and where can you watch LIV Golf and the new “Any Shot, Any Time” feature? We’ve got all the details below.

What is LIV Golf?

LIV Golf launched in 2022, under the backing of the Saudi Public Investment Fund, to provide direct competition to big-name events like the PGA Tour and the DP World Tour. “LIV” stands for “54” in Roman numerals, nodding to the unique format of the tournament, which has golfers compete over 54 rather than 72 holes. It also does away with the traditional halfway cut. This unique format squeezes each competition into just five hours, making it more digestible for fans than the all-day experience of watching PGA Tour rounds.

LIV Golf also incorporates a unique team-play element, with players contributing their scores to a team of four golfers. The season plays out over 12 tournaments from February through August, with the team and individual championships to follow afterward.

Given its backing by Saudi Arabia’s sovereign wealth fund, the league is not without its controversy. There are still disputes about whether LIV Golf participants are eligible for world rankings, but it has attracted big names such as Phil Mickelson, Dustin Johnson and Brooks Koepka.

Details on LIV Golf’s new partnership with Google Cloud

From the get-go, LIV Golf put a premium on innovation and sought to engage fans in new ways with its tighter broadcasts and its fan app, LIV Golf Plus. 

The app features replays, recaps, exclusive programs and live streams of LIV Golf tournaments. This summer, the app will take fans deeper into every event. 

The new “Any Shot, Any Time” fan experience, powered by Google’s generative AI and PMY’s expertise in crafting fan experience and leveraging data intelligence, will allow viewers to follow specific golfers or teams throughout the tournament. They’ll also have access to customizable highlight reels, 3D aerial views, advanced statistics and more. 

“Our partnership with PMY and Google Cloud enables the league and teams to develop a modern approach to maximizing technology to new levels in the game of golf we have never seen before,” said Bryson DeChambeau, captain of one of LIV Golf’s clubs, in a news release. “We always want to be better. We want to think outside the box and explore the impossible, and with Google Cloud, the impossible becomes reality.”

How to watch LIV Golf and LIV Golf Plus

Now, for the real question — how do you access all this exciting content? To stream LIV Golf events on TV, you’ll need access to your local affiliate for The CW. The Network holds exclusive broadcast rights for the league and will show all 14 of its Saturday and Sunday rounds from 1:00 p.m. to 6:00 p.m. ET. 

To get The CW, you’ll need a broadcast antenna or a subscription to one of the live TV streaming services that carry it: DIRECTV STREAM, Fubo, Hulu + Live TV or YouTube TV (availability varies by location.) If you choose one of these streaming platforms, you’ll be able to watch LIV Golf events from anywhere on your favorite devices.

To watch Friday tournament rounds, use the “Any Shot, Any Time” features or tune into any extra content, you’ll need the LIV Golf Plus app. You can watch for free on iOS, Android, FireTV, and LIVGolfPlus.com. For the best experience, consider streaming The CW with watching “Any Shot, Any Time,” on your mobile device or web browser.