LIV Golf has struck its latest blow to the sport’s establishment by securing a free-to-air television deal in the UK. ITV will screen 41 rounds from 41 tournaments of the Saudi Arabian-backed rebel tour in what marks a stark change for golf in the UK broadcast market.

The BBC’s gradual withdrawal from showing live golf means Sky essentially controls all coverage of the PGA Tour, DP World Tour and majors. It had been widely assumed there was no appetite for free-to-air golf in this market. However, LIV surprisingly announced it had bucked the trend just as its 2025 season teed off in Riyadh. Round two of that event will be the first to appear on ITV.

Niall Sloane, director of ITV Sport, said: “This is an exciting time for LIV Golf as we look ahead to the innovative 2025 season. This partnership delivers free-to-air coverage for fans in the UK and we are delighted to welcome LIV Golf to ITV Sport.”

With ITVX the primary platform for LIV, selected live broadcasts will also be shown on ITV1 and ITV4. A weekly highlights show, produced by LIV, will air on ITV4. LIV concluded a similar deal with Fox Sports in the US.

LIV’s Ron Wechsler said: “Our partnership with ITV represents a major milestone as we strive to bring LIV Golf to every corner of the world. With a premier sports broadcaster like ITV, we can ensure that more fans than ever will be able to access the excitement of the LIV Golf experience and connect with the world-class players, teams, and stories that make us a truly standalone global sports league.”

In a positive week for LIV, the US Open had already announced it will offer an exemption to a player via the tour’s own standings. It is expected the Open Championship will follow suit for Portrush this July.