LIV Golf talk turns to tough road to finding sponsors, especially in U.S.

LIV Golf is close to a time-buy agreement on FS1. The Saudi-backed property is trying to convince advertisers to sponsor it. Industry experts advise brands to be careful about the risks and benefits of associating with a disrupter brand like LIV. The only risk brands that have traditionally sponsored golf are interested in is demonstrating that they are averse to it, according to Matt Manning, CEO at MKTG. He has clients including longtime PGA Tour sponsor FedEx. Justin Zambuto, senior vice president of sponsorships and partnerships at 160over90, advises brands on their objectives and what would success look like.

LIV Golf is looking for sponsors. It's a tough road to find sponsors in the U.S. because of the political and moral implications of doing business with LIV. There are also commercial complexities. Some people disagree about Liv's utility as a marketing platform. Ideaquest founder Eric Bechtel reckons Livo will get challenger brands that can't compete on a bigger scale. If Liva signs more golfers like Cam Smith, the PGA and LIFV will have to talk.