Golf league. Showbiz DNA.
LIV wanted a spectacle, so it hired showrunners. The PGA TOUR hired golf people.
I don't golf but I know some boring people who do. The cardio-averse crowd who like their sporting endeavors slow, frustrating, and expensive.
LIV looked at golf and saw an opportunity for a spectacle. Take a sport with steady popularity and bring more excitement to the game. So they rustled up some petrodollars and went out and hired…a bunch of NBA/NFL/Premier League guys, ESPN and Sky TV-truck guys, IMG and CAA agent guys. That was about half the staff!
For good measure they added the few golf lifers they could find, pried loose from the PGA TOUR and friends with a giant bag of Saudi money.
Then came the audience problem and the imperative to find new fans. And who do you call when you need to expand the base? The person who tried that exact play at Bud Light. Alissa Heinerscheid took the No. 1 beer in America and decided it needed different customers. It got them, just far fewer of them. Bud Light lost about a quarter of its sales, pissed off Kid Rock, and slid to No. 3.
LIV saw that résumé and made her SVP of Corporate Strategy.
Time for another mulligan.
See it live. LIV Golf's genome, or LIV Golf against the PGA TOUR, on workforce.ai.
Ask the workforce your own question.
Every chart in this piece came straight out of the workforce.ai panel: 120 million careers, re-verified every two weeks. The beta is free. Leave your work email and you are in.
Already in? Sign in
Ask the workforce
Take the question further. Each one opens live in the chat with the panel behind it.
Where did LIV Golf staff go after leaving?Which sports leagues hire the most TV production people?How many PGA TOUR staff have worked there 10+ years?