The world of golf content has just witnessed a groundbreaking moment. Rick Shiels, one of the most influential golf YouTubers and content creators, has inked a multi-year deal with LIV Golf. This partnership represents a significant shift in how professional golf leagues engage with their audiences, leveraging Shiels’ massive online presence to promote LIV’s unique brand of team-based, global tournaments.
The Collaboration: details and implications
Shiels’ partnership with LIV Golf will see him attending all 14 events of the 2025 LIV Golf League, where he will create exclusive content tailored to his audience. Known for his approachable style and innovative formats, Shiels is expected to provide fans with behind-the-scenes access to LIV events, player insights, and course experiences. His signature series, including “Break 75” and “10 Shot Challenge,” will likely evolve to feature LIV players and venues.
The partnership also includes new formats specifically designed for LIV, such as team-focused challenges and interactive matches. This marks a departure from Shiels’ typically independent content and indicates a deeper alignment with LIV’s efforts to rebrand golf as an entertainment-driven, team-based sport.
While exact financial terms of the deal remain undisclosed, industry insiders speculate that such a high-profile collaboration could be worth several million dollars annually. For Shiels, this not only represents financial security but also an opportunity to elevate his content with access to LIV’s players, courses, and global infrastructure.
Why LIV Golf turned to Rick Shiels
LIV Golf’s decision to partner with Rick Shiels is a strategic move aimed at expanding its audience. With over 2.5 million YouTube subscribers and a loyal following of amateur golfers, Shiels has built a brand that combines golf instruction with entertainment. His influence transcends traditional golf media, making him an ideal ambassador for LIV’s disruptive approach to the sport.
Adam Harter, LIV Golf’s Chief Marketing Officer, explained the significance of the partnership, stating: “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.”
LIV Golf’s partnership with Shiels signals a broader effort to position itself as more than just a golf league—it aims to become a lifestyle brand that appeals to both avid golfers and casual fans.
The value for Rick Shiels
For Rick Shiels, this partnership is a massive win. Beyond the financial benefits, the deal provides him with unparalleled access to some of the most exciting names and venues in golf. This collaboration allows him to expand his content in ways previously unavailable to independent creators, including in-depth features on LIV players, team dynamics, and exclusive course previews.
Additionally, the deal reflects Shiels’ growing influence within the golf industry. It legitimizes content creators as key players in promoting professional golf, bridging the gap between traditional media and the new wave of digital-first storytelling.
Shiels expressed his excitement about the collaboration, stating, “Partnering with LIV Golf provides an incredible opportunity to take my content to the next level. From playing with some of the best golfers in the world to showcasing their courses and teams, I can’t wait to share this journey with my audience.”
A strategic gamble for LIV Golf
While this partnership has generated excitement, it also raises questions about its long-term impact. LIV Golf has faced criticism for its breakaway league format and funding sources, which have sparked controversy in the golf world. Aligning with Rick Shiels, a figure who commands respect across the golf community, could help LIV soften its image and reach an audience that has been hesitant to embrace the league.
At the same time, LIV’s focus on entertainment and accessibility aligns well with Shiels’ mission to make golf more relatable. By integrating his content with LIV’s events, the partnership has the potential to attract younger audiences and casual fans, areas where traditional golf struggles to gain traction.
The future of golf content and fan engagement
This collaboration between Rick Shiels and LIV Golf highlights a broader trend in sports: the rise of influencer-driven content as a powerful tool for fan engagement. Shiels’ authentic approach and connection with everyday golfers make him a unique asset for LIV, which is trying to redefine how fans interact with the sport.
If successful, this partnership could set a precedent for other leagues and creators, further blurring the lines between professional sports and digital content. For now, all eyes are on Rick Shiels as he embarks on this new chapter, bringing fans closer to the action and showcasing the future of golf through his lens.
Rick Shiels signing with LIV Golf is more than just a content deal—it’s a reflection of the changing dynamics in how sports are marketed and consumed. As Shiels brings his innovative content to the LIV stage, the partnership has the potential to redefine golf content, fan engagement, and the role of digital creators in professional sports. For both parties, the deal represents a bold step forward, promising to reshape the way golf is experienced worldwide.