LIV Golf has confirmed a partnership with top golf YouTuber, Rick Shiels, ahead of the 2025 season opener in Riyadh next month.
Shiels, who boasts nearly three million subscribers, has emerged as a leading figure in the YouTube golf community in recent years and is the platform’s most-subscribed content creator.
The 38 year old from the North West of England initially shared tip videos as a PGA professional, but his channel has since evolved into a hub for hosting some of the sport’s biggest names.
Under the agreement, Shiels will continue to produce his regular content; ‘Break 75′, ’10 shot challenge’, ‘5 man scramble’ and ‘2 vs 2 matches’ alongside LIV players at every LIV event this season.
Additionally, LIV will launch a new initiative with Shiels aimed at encouraging children aged 3-5 to play golf, investing $50,000 per year into the project.
Shiels has previously collaborated with golf stars such as Rickie Fowler, Tommy Fleetwood, Ian Poulter, and Bryson DeChambeau, who has also gained popularity on YouTube with his own channel.
Following Friday’s announcement, the YouTuber will have unprecedented opportunities to collaborate with the LIV setup and its players, serving as an ambassador for the league in his new role.
LIV Golf’s Chief Marketing Officer Adam Harter has unveiled their latest strategic move to captivate a wider audience and enhance the sport’s appeal.
Harter said: “Rick’s creativity and passion for the game align perfectly with our mission to grow the sport and connect with a broader audience.
“Through this collaboration, Rick will give fans an inside look at the incredible courses we play around the globe, bring them closer to our players, and offer a unique perspective on what makes team golf so fun and compelling.
“Together, we’re opening new doors for fans and bringing them closer to the sport than ever before.”
This initiative by LIV Golf to venture into the YouTube sphere follows in the footsteps of their competitors at the PGA Tour, who have engaged with the platform throughout 2024.
In April last year, the PGA Tour launched a qualifying event aimed at YouTube’s most skilled golfers, offering a chance to compete in the Myrtle Beach Classic. Come August, the leading golf circuit hosted the Creator Classic just before their season-ending Tour Championship.
Eager to sustain a robust connection with the YouTube and influencer community, the PGA Tour has announced the creation of the Creator Council. This group brings together prominent golf content creators to narrow the divide between elite golf and the burgeoning YouTube scene.
The council’s inaugural members include Paige Spiranac, Bob Does Sports, Bryan Bros Golf, Erik Anders Lang, Fore Play/Barstool Sports, No Laying Up, Roger Steele, and Tisha Alyn, with anticipated changes to its line-up in the years ahead.
In an interview with Mirror Sports last year, professional golfer-turned-YouTuber Peter Finch suggested that there may be a link between the PGA Tour’s dispute with LIV and the growing popularity of golf content on YouTube.
“It could be a complete coincidence, or that could be a sign that people are tuning out of professional golf and watching more online content,” he stated.
“I think the connection between the players and the fans has eroded a little bit. The way LIV has taken a lot of the best players to their tour – you are a lot less likely to tune in if your favorite player isn’t in contention. And that has a knock-on effect.”
This article originally appeared on the US Mirror
