1 00:00:00,960 --> 00:00:03,160 Speaker 1: This is the Bloomberg Business of Sports show, where we 2 00:00:03,160 --> 00:00:05,280 Speaker 1: explored the big money issues in the world of sports. 3 00:00:05,320 --> 00:00:09,040 Speaker 1: I'm Scarlett Folk and Michael barr is off on the 4 00:00:09,039 --> 00:00:11,840 Speaker 1: show today, though, we are going to talk about Live Golf, 5 00:00:11,840 --> 00:00:13,720 Speaker 1: because not a week goes by where we don't talk 6 00:00:13,760 --> 00:00:16,799 Speaker 1: about Live Golf, the Renegade Golf league that has caused 7 00:00:16,840 --> 00:00:19,799 Speaker 1: so much consternation for traditional golfers and golf leagues. So 8 00:00:19,840 --> 00:00:22,280 Speaker 1: I want to bring in Jerry Smith, who is Bloomberg 9 00:00:22,280 --> 00:00:25,880 Speaker 1: News as media reporter, because he's been tracking this league 10 00:00:26,560 --> 00:00:28,960 Speaker 1: for a while now. And one of the things that 11 00:00:29,120 --> 00:00:32,600 Speaker 1: Live Golf did not have was any kind of broadcast agreement, 12 00:00:32,800 --> 00:00:35,279 Speaker 1: and it looks like it has scored a deal, that's right, 13 00:00:35,320 --> 00:00:36,720 Speaker 1: and this is a This is a big deal for 14 00:00:36,760 --> 00:00:40,559 Speaker 1: liv Golf. They launched last year and their tournaments in 15 00:00:40,600 --> 00:00:43,760 Speaker 1: the US we're not on TV. They were streamed on 16 00:00:43,800 --> 00:00:47,680 Speaker 1: YouTube and on their website, and that really limited the 17 00:00:47,680 --> 00:00:51,040 Speaker 1: audience that they could reach. And so now they've announced 18 00:00:51,040 --> 00:00:53,239 Speaker 1: the deal with the CW network, which a lot of 19 00:00:53,240 --> 00:00:57,840 Speaker 1: people don't associate with sports. Um Damian's laughing already. I 20 00:00:57,840 --> 00:00:59,360 Speaker 1: mean the c W used to be the w B. 21 00:00:59,440 --> 00:01:03,520 Speaker 1: I mean we're tough gossip girl, Scarlett. We're talking you know, Smallville, 22 00:01:03,560 --> 00:01:06,800 Speaker 1: We're talking you know, Vampire diaries. Different demographic than people 23 00:01:06,800 --> 00:01:10,480 Speaker 1: who watch golf. Right. What's interesting actually is that the 24 00:01:10,520 --> 00:01:13,800 Speaker 1: average viewer of the CW network is fifty eight years old, 25 00:01:13,840 --> 00:01:17,800 Speaker 1: which is similar to you know, the older audience for golf. 26 00:01:18,760 --> 00:01:21,840 Speaker 1: But yeah, this is UM the CW network. Just as 27 00:01:21,840 --> 00:01:25,480 Speaker 1: a little bit of background, it was owned by UM, 28 00:01:25,680 --> 00:01:29,959 Speaker 1: Paramount and Warner Media and then recently next Star Media, 29 00:01:30,040 --> 00:01:32,800 Speaker 1: the largest owner of local TV stations in the country, 30 00:01:32,880 --> 00:01:36,360 Speaker 1: bought a majority Steak. So they are, um, you know, 31 00:01:36,440 --> 00:01:40,280 Speaker 1: trying to revamp the CW network, and um you know, 32 00:01:40,280 --> 00:01:42,040 Speaker 1: one of the things that they wanted to do was 33 00:01:42,080 --> 00:01:44,200 Speaker 1: get into sports. And that makes a lot of sense 34 00:01:44,240 --> 00:01:49,080 Speaker 1: because every TV channel now is trying to find viewers 35 00:01:49,080 --> 00:01:51,720 Speaker 1: who are watching live and that's really people who watch 36 00:01:51,800 --> 00:01:53,760 Speaker 1: news and sports. Well, Joy, let's break it down here 37 00:01:53,840 --> 00:01:56,080 Speaker 1: live golf. We're gonna have fourteen tournaments in the new year. Right, 38 00:01:56,080 --> 00:01:58,080 Speaker 1: there's gonna be three days, right, so with fifty four 39 00:01:58,160 --> 00:02:01,960 Speaker 1: not seventy two holes, Right, it's gonna be Friday, Saturday, Sunday. 40 00:02:02,080 --> 00:02:05,560 Speaker 1: From what I hear see, the CW, the television network 41 00:02:05,640 --> 00:02:08,519 Speaker 1: is going to have the Saturday and Sunday events on TV, 42 00:02:08,680 --> 00:02:11,120 Speaker 1: but then they're gonna have their viewers go through the 43 00:02:11,160 --> 00:02:14,000 Speaker 1: app on Fridays to watch, Is that correct? That's right. Yeah, 44 00:02:14,040 --> 00:02:16,280 Speaker 1: So the first round will be on the CW app 45 00:02:16,639 --> 00:02:19,480 Speaker 1: and then the second two rounds will be on the 46 00:02:19,480 --> 00:02:22,600 Speaker 1: CW network. So this is really confusing. It's gonna be 47 00:02:22,600 --> 00:02:25,440 Speaker 1: a really interesting test case of just how popular this 48 00:02:25,520 --> 00:02:27,079 Speaker 1: leak is because we're going to see the numbers show 49 00:02:27,160 --> 00:02:29,519 Speaker 1: up in our face once you see people start downloading 50 00:02:29,600 --> 00:02:31,520 Speaker 1: and and all that stuff, right, I mean, I think 51 00:02:31,520 --> 00:02:34,720 Speaker 1: that's what people in the sports media world we're obsessing about. 52 00:02:34,800 --> 00:02:38,000 Speaker 1: Last year was you really couldn't figure out exactly how 53 00:02:38,000 --> 00:02:40,320 Speaker 1: many people were watching, and there wasn't an Apple's Apples 54 00:02:40,360 --> 00:02:43,560 Speaker 1: comparison with say, how many people are watching golf on 55 00:02:43,760 --> 00:02:47,640 Speaker 1: CBS or NBC, where they're measured by Nielsen. This was 56 00:02:47,720 --> 00:02:50,920 Speaker 1: measured on YouTube that count the viewers differently, so it 57 00:02:50,960 --> 00:02:53,280 Speaker 1: was hard to tell how many people were watching. It 58 00:02:53,320 --> 00:02:55,880 Speaker 1: was certainly a smaller audience than what the PGA Tour 59 00:02:56,000 --> 00:02:59,360 Speaker 1: has gotten. But now with the CW network will be 60 00:02:59,360 --> 00:03:01,160 Speaker 1: able to look at the Neilson ratings and see how 61 00:03:01,160 --> 00:03:03,520 Speaker 1: many people are tuning in. Why split it up that 62 00:03:03,600 --> 00:03:06,040 Speaker 1: way where they're going to stream on Friday and show 63 00:03:06,160 --> 00:03:08,240 Speaker 1: the tournaments live on Saturday and Sunday. You're paying a 64 00:03:08,240 --> 00:03:10,440 Speaker 1: lot of money for live sports, and the whole point 65 00:03:10,440 --> 00:03:13,239 Speaker 1: of live sports is appointment viewing. That's a good question. 66 00:03:13,520 --> 00:03:17,800 Speaker 1: They didn't say that exactly what the rationale, but right, 67 00:03:17,840 --> 00:03:19,480 Speaker 1: I mean, there's a couple of thoughts. One is just 68 00:03:19,560 --> 00:03:22,320 Speaker 1: that they might have had programming um already lined up 69 00:03:22,360 --> 00:03:24,440 Speaker 1: for Friday's on the TV channel and so they just 70 00:03:24,480 --> 00:03:27,200 Speaker 1: didn't have shelf space for the golf. Uh. They also 71 00:03:27,320 --> 00:03:29,440 Speaker 1: are you know, could be looking to grow the c 72 00:03:29,680 --> 00:03:32,680 Speaker 1: w app um. You know, it's not uh an app 73 00:03:32,720 --> 00:03:36,800 Speaker 1: that I was aware of before this. Uh, so many 74 00:03:36,840 --> 00:03:40,520 Speaker 1: people are focusing on the big streaming services Netflix, HBO, Max, 75 00:03:40,840 --> 00:03:43,360 Speaker 1: uh c w app I wasn't aware of. But that 76 00:03:43,400 --> 00:03:45,960 Speaker 1: could be an opportunity for them to grow that service. 77 00:03:46,280 --> 00:03:48,520 Speaker 1: We've talked about this before. Jerry Live stole all the 78 00:03:48,600 --> 00:03:50,800 Speaker 1: villain villains from the p g A. Right, they took surgery, 79 00:03:50,960 --> 00:03:53,080 Speaker 1: they took Phil Nichols, and they took them all. So 80 00:03:53,520 --> 00:03:55,200 Speaker 1: talk to me. You know, what are you hearing about 81 00:03:55,200 --> 00:03:58,080 Speaker 1: this new Netflix full swing? You know, because The timing 82 00:03:58,080 --> 00:04:00,600 Speaker 1: couldn't be more perfectly. Back to back up what's Netflix. 83 00:04:01,200 --> 00:04:03,440 Speaker 1: So that's like Drive to Survive, same creators of Drive 84 00:04:03,480 --> 00:04:05,520 Speaker 1: to Survive. They've got Full Swing, which is going to 85 00:04:05,560 --> 00:04:09,360 Speaker 1: follow certain golfers. And I don't think it's it's specific 86 00:04:09,400 --> 00:04:10,720 Speaker 1: just to the p G A. I think they're gonna 87 00:04:10,720 --> 00:04:14,120 Speaker 1: follow live golfers also. So this CW deal carries a 88 00:04:14,160 --> 00:04:17,559 Speaker 1: lot more significance because apparently this could change the face 89 00:04:17,600 --> 00:04:20,520 Speaker 1: of professional golf much the same way Drive to Survive 90 00:04:20,600 --> 00:04:23,279 Speaker 1: did for a Formula one, if I'm not mistaken, right, Jerry, Yeah, 91 00:04:23,279 --> 00:04:26,400 Speaker 1: that's really interesting. So in February, Netflix is going to 92 00:04:26,480 --> 00:04:30,799 Speaker 1: release this docuseries that was filmed last year and it follows, 93 00:04:31,080 --> 00:04:34,720 Speaker 1: you know, several big name professional golfers and the first 94 00:04:34,760 --> 00:04:37,719 Speaker 1: of all, the filmmakers just really got extremely lucky that 95 00:04:37,800 --> 00:04:41,599 Speaker 1: they have happened to be filming this documentary during the 96 00:04:41,600 --> 00:04:45,720 Speaker 1: most tumultuous year of golf maybe ever. Um. You know, 97 00:04:45,800 --> 00:04:48,080 Speaker 1: they have released some some footage of it even though 98 00:04:48,120 --> 00:04:50,880 Speaker 1: it's not out on Netflix. Yeah, and I mean they've 99 00:04:50,920 --> 00:04:53,599 Speaker 1: got um the dirty politics of golf. Yeah, they got in. 100 00:04:53,640 --> 00:04:56,800 Speaker 1: They got great access to players on both the PGA Tour, 101 00:04:57,000 --> 00:04:59,919 Speaker 1: and and apparently Live Golf and Brooks Kepta being one 102 00:05:00,000 --> 00:05:03,720 Speaker 1: of the live golfers that is featured. So yeah, it's 103 00:05:03,720 --> 00:05:07,360 Speaker 1: gonna be really interesting. And to your point, that's something 104 00:05:07,440 --> 00:05:11,000 Speaker 1: that Formula one saw was they had this docuseries on 105 00:05:11,160 --> 00:05:16,279 Speaker 1: Netflix and it ended up boosting the audience on ESPs. People, 106 00:05:16,720 --> 00:05:19,080 Speaker 1: you know, they watched the documentary on Netflix, they start 107 00:05:19,160 --> 00:05:23,200 Speaker 1: to get an attachment with the characters, and then they 108 00:05:23,200 --> 00:05:25,520 Speaker 1: tune in live to watch the sporting event. So I 109 00:05:25,560 --> 00:05:27,960 Speaker 1: think both the PGA Tour and Live Golf are hoping 110 00:05:28,000 --> 00:05:32,080 Speaker 1: that this um Netflix documentary will get more people watching 111 00:05:32,400 --> 00:05:33,960 Speaker 1: their tournaments on But this is a little bit of 112 00:05:34,040 --> 00:05:37,640 Speaker 1: dumb luck because it was just a documentary documentaryans hooking 113 00:05:37,680 --> 00:05:40,560 Speaker 1: up with individual golfers, some of whom were in love golf, 114 00:05:40,600 --> 00:05:42,960 Speaker 1: some of whom were in the PGA, and it all 115 00:05:43,080 --> 00:05:45,600 Speaker 1: just kind of worked out timing wise. It seems extremely 116 00:05:45,640 --> 00:05:48,360 Speaker 1: fortunate timing wise to to uh, you know, as a 117 00:05:48,400 --> 00:05:51,839 Speaker 1: documentary filmmaker to be following the sport of golf last year. 118 00:05:51,920 --> 00:05:54,120 Speaker 1: So I'm extremely excited to watch it when it comes 119 00:05:54,120 --> 00:05:56,440 Speaker 1: out in February. And it is all about timing, right, Jerry, 120 00:05:56,480 --> 00:05:58,080 Speaker 1: Because I think what's going to be most interesting for 121 00:05:58,080 --> 00:06:00,880 Speaker 1: me is the duration of this contract that has just 122 00:06:00,920 --> 00:06:03,240 Speaker 1: signed with the c W. Right, we don't know a 123 00:06:03,320 --> 00:06:05,120 Speaker 1: multi year deal that they didn't say it could be 124 00:06:05,120 --> 00:06:08,080 Speaker 1: two years, right, So I think, you know, that's going 125 00:06:08,120 --> 00:06:10,080 Speaker 1: to be a very key point here because clearly the 126 00:06:10,200 --> 00:06:13,480 Speaker 1: numbers should reflect some pretty significant growth and exponentially at that. 127 00:06:13,600 --> 00:06:16,520 Speaker 1: And so yeah, if it's a shorter term deal, you know, 128 00:06:16,320 --> 00:06:18,279 Speaker 1: you live can go and remarket this to the proper 129 00:06:18,520 --> 00:06:21,240 Speaker 1: to the proper suitors. But you know, just taking things back, 130 00:06:21,320 --> 00:06:24,520 Speaker 1: Jerry March Arizona. You know it's Mexico, right, is the 131 00:06:24,520 --> 00:06:26,200 Speaker 1: first live tournament coming up? Is this going to be 132 00:06:26,200 --> 00:06:29,240 Speaker 1: in place for February? Their first tournament that they've announced 133 00:06:29,279 --> 00:06:33,159 Speaker 1: is in late February in Mexico, And they have not said, 134 00:06:33,520 --> 00:06:36,240 Speaker 1: uh what necessarily whether the TV deal is going to 135 00:06:36,320 --> 00:06:39,919 Speaker 1: be um announced or the TV broadcast will be for 136 00:06:40,000 --> 00:06:43,599 Speaker 1: that tournament, but it seems like that is their intention. 137 00:06:43,680 --> 00:06:46,440 Speaker 1: I'm sure Live Golf is excited about this yeal with CW, 138 00:06:46,520 --> 00:06:48,960 Speaker 1: but it doesn't end there, does it. They're also looking 139 00:06:49,000 --> 00:06:51,400 Speaker 1: to sign others to make sure that they could be 140 00:06:51,480 --> 00:06:53,800 Speaker 1: broadcast outside the US as well. What do we know 141 00:06:53,839 --> 00:06:57,000 Speaker 1: about their efforts to land other deals. Yeah, I mean 142 00:06:57,040 --> 00:06:59,600 Speaker 1: they had a lot of success, more success than I 143 00:06:59,640 --> 00:07:02,159 Speaker 1: think any but he expected in getting golfers to join 144 00:07:02,200 --> 00:07:05,679 Speaker 1: the league last year. Um camp Smith, Phil Nicholson, Brooks, 145 00:07:05,720 --> 00:07:09,520 Speaker 1: kept Bryson Deshambo being probably the four biggest names. Um, 146 00:07:09,560 --> 00:07:12,920 Speaker 1: so they're still they say, they're still looking to get 147 00:07:12,920 --> 00:07:17,920 Speaker 1: more players to Uh yeah right, Um no, Jerry. Seriously though, 148 00:07:17,920 --> 00:07:19,720 Speaker 1: if I do need to watch Vampire Diaries, I mean, 149 00:07:19,720 --> 00:07:21,119 Speaker 1: and I can't watch it on the c W anymore 150 00:07:21,120 --> 00:07:22,880 Speaker 1: because they're airing a live golfing and where do I 151 00:07:22,960 --> 00:07:26,400 Speaker 1: go for them? Um? Now, Jerry, thank you so much. 152 00:07:26,400 --> 00:07:27,680 Speaker 1: I mean I think I think it's gonna be a 153 00:07:27,680 --> 00:07:29,800 Speaker 1: hell of a season, right, I think I'm really excited 154 00:07:29,800 --> 00:07:31,720 Speaker 1: for this Netflix. It's gonna be a lot of fun. Yeah, 155 00:07:31,760 --> 00:07:34,080 Speaker 1: me too. I think you've managed to convinced me that 156 00:07:34,120 --> 00:07:37,000 Speaker 1: it's worth watching a documentary about golfers on Netflix. I 157 00:07:37,040 --> 00:07:39,200 Speaker 1: would not have wanted to watch this otherwise, So it's 158 00:07:39,200 --> 00:07:41,360 Speaker 1: going to be it's gonna be Incredibers on Netflix just 159 00:07:41,400 --> 00:07:44,640 Speaker 1: does not It's not like I don't see is on there. 160 00:07:44,680 --> 00:07:46,960 Speaker 1: I heard Phee, now mickle Roy. They got everybody on 161 00:07:47,040 --> 00:07:48,680 Speaker 1: it's gonna be a fun fund. Are there any female 162 00:07:48,680 --> 00:07:52,120 Speaker 1: golfers in live golf? There's not. No. Well, I guess 163 00:07:52,120 --> 00:07:54,160 Speaker 1: it's not surprising given that it's a league backed by 164 00:07:54,160 --> 00:08:00,800 Speaker 1: Saturday Fund. Had to throw that in there. Okay. Jerry Smith, 165 00:08:01,360 --> 00:08:03,640 Speaker 1: Bloomberg Media reporter, thank you so much for coming on 166 00:08:03,680 --> 00:08:06,280 Speaker 1: and sharing your reporting. Really appreciate it. Okay, thank you. 167 00:08:06,880 --> 00:08:09,640 Speaker 1: This is the Bloomberg Business of Sports podcast. I'm Scarlett 168 00:08:09,640 --> 00:08:12,160 Speaker 1: Food here with Damien sass Hour. Be sure to follow 169 00:08:12,240 --> 00:08:15,720 Speaker 1: us and catch us every Monday, Wednesday and Thursday where 170 00:08:15,720 --> 00:08:18,160 Speaker 1: we explore the world of money and sports. Also, you 171 00:08:18,160 --> 00:08:20,440 Speaker 1: can follow me on Twitter at Scarlet Folk and I'm 172 00:08:20,440 --> 00:08:22,960 Speaker 1: on Twitter at the sas Hour. You're listening to Bloomberg 173 00:08:22,960 --> 00:08:25,640 Speaker 1: Business of Sports on Bloomberg Radio around the world.