LIV Golf Expands South Asian Reach via Strategic Sony Pictures Networks India Alliance
MUMBAI — In a move that signals a major shift in the regional sports landscape, Sony Pictures Networks India has officially locked in the exclusive broadcast rights for the 2026 LIV Golf season.
The landmark agreement ensures that every one of the 14 scheduled events for the 2026 calendar will be available to millions of fans. Coverage will be split across a dual-platform strategy, airing live on the Sony Sports Network and streaming on the Sony LIV app.
This strategic expansion covers a massive geographic footprint, including India, Pakistan, Bangladesh, Sri Lanka, Nepal, Bhutan, Afghanistan, and the Maldives. By entering these territories, the league gains a critical foothold in one of the world’s most explosive sports media markets.
Rajesh Kaul, Chief Revenue Officer and Business Head for Sports and International at Sony Pictures Networks India, highlighted the league’s unique appeal. He noted that the signature shotgun start and high-action format deliver a dense viewing experience that fits neatly into a four-to-five-hour window.
Kaul emphasized that the addition of the league reinforces Sony’s commitment to world-class sporting experiences, positioning the property alongside other top-tier global sports assets.
For LIV Golf, the alliance is about more than just visibility; it is about legitimacy in a key growth region. Örjan Olsson, Senior Vice President for International Media Rights at LIV Golf, described Sony as one of the region’s most trusted broadcasters.
Olsson stated that combining linear television with a premium OTT distribution model materially enhances the league’s brand visibility and long-term strategic positioning in Central and South Asia.
This acquisition is not an isolated event but part of a broader strategy. It complements Sony’s existing rights to the DP World Tour, effectively making Sony the primary destination for premium golf in the region.
Will the unconventional format of LIV Golf successfully pivot the South Asian audience away from traditional golf? Or will it simply expand the total number of golf enthusiasts in the region?
The 2026 circuit will be a global odyssey, spanning 10 countries and five continents. This includes high-profile stops in Singapore, Hong Kong, and South Korea, ensuring a strong Asian presence throughout the season.
Fans can expect to see a powerhouse roster of talent, featuring the likes of Bryson DeChambeau, Jon Rahm, Dustin Johnson, and Sergio Garcia.
Which star player are you most excited to see on Sony LIV? Does the franchise-style team competition make the sport more accessible to you?
Ultimately, this deal underscores the rising influence of South Asia in the global sports economy and Sony’s ambition to remain a future-ready leader in sports media distribution.
Analyzing the Evolution of Golf Broadcasting in Asia
The partnership between Sony and LIV Golf represents a broader trend in sports media: the transition from passive viewing to “event-based” consumption. Traditional golf, often criticized for its slow pace and sprawling broadcast windows, is being challenged by LIV’s more compressed, action-oriented model.
By integrating with LIV Golf’s innovative format, Sony is targeting a younger, more digitally native demographic. The use of OTT platforms like Sony LIV allows for interactive features and on-demand highlights, which are essential for capturing the attention of Gen Z and Millennial viewers.
Furthermore, the South Asian market is currently experiencing a sports diversification phase. While cricket remains dominant, there is a growing appetite for global luxury sports. The synergy between a premium brand like Sony and the high-stakes environment of professional golf creates an advertiser-friendly ecosystem that appeals to high-net-worth sponsors.
Industry experts at SportBusiness suggest that the “fragmentation” of sports rights—where different leagues occupy different platforms—is actually driving higher engagement by forcing fans to seek out specialized content hubs.
Frequently Asked Questions
Who holds the LIV Golf South Asia broadcast rights for 2026?
Sony Pictures Networks India has secured the exclusive rights to broadcast and stream the 2026 LIV Golf season across South Asia.
Where can I watch LIV Golf in South Asia?
Viewers can watch events live on the Sony Sports Network (linear TV) or stream them via the Sony LIV OTT platform.
Which countries are included in the LIV Golf South Asia broadcast deal?
The agreement covers India, Pakistan, Bangladesh, Sri Lanka, Nepal, Bhutan, Afghanistan, and the Maldives.
How many events will be televised under the LIV Golf South Asia broadcast rights agreement?
All 14 events of the 2026 LIV Golf calendar will be broadcast live.
Which golfers will be featured in the 2026 LIV Golf season on Sony?
The season will feature elite stars including Bryson DeChambeau, Jon Rahm, Dustin Johnson, and Sergio Garcia.
Join the Conversation: Do you think the LIV Golf model is the future of the sport, or do you prefer the traditional tour format? Share this article with your fellow sports fans and let us know your thoughts in the comments below!
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