July 30, 2025

LIV Golf UK “The Duels” Event

July 25 ushered in an unconventional spectacle at JCB Golf & Country Club: LIV Golf’s “The Duels.” Here, established pros paired with YouTube influencers—Bryson DeChambeau alongside Rick Shiels, Jon Rahm with Paige Spiranac—in nine-hole head-to-head matches. The goal? Bridge competitive golf with social-first entertainment.

Rather than a 72-hole grind, “The Duels” condensed drama into rapid-fire matches. Each pairing battled for both scoreboard bragging rights and interactive challenges—closest to the pin, trick-shot segments, and even sponsored obstacle activations like a JCB mini-excavator blocking ideal drives. Social media feeds exploded, with TikTok and Instagram Live streaming from on-course POV cameras.

While some purists scoffed—arguing it diminishes golf’s traditional rhythm—many praised the innovation. DeChambeau admitted the format tested his adaptability, forcing quick strategic shifts and creative shot-making. Shiels and Spiranac, representing a new audience, brought fresh commentary and humor that resonated with younger fans. Broadcast numbers showed a 40% uptick among viewers aged 18–34 compared to standard LIV events.

“The Duels” exemplifies how golf entities can diversify formats to grow audiences. Shorter, personality-driven events may not replace classic tournaments but can serve as gateways for nontraditional fans. Sponsors, seeing high engagement metrics, may allocate marketing budgets toward hybrid events that blend athletic performance with influencer reach.

LIV organizers are already teasing a similar format in Dubai this fall, potentially adding team-based challenges. If the UK experiment proves sustainable, we could see “Duels” formats across all tours, redefining how the sport monetizes content in the digital age.