Bloomberg Business of Sports

Episode: Brooks Koepka Quits LIV Golf, US Sports Global Expansion

Date: January 2, 2026

Host(s): Michael Barr, Vanessa Perdomo (joins later)
Guests: Randall Williams (Bloomberg US Sports Business Reporter, guest co-host), Ann Liguori (golf journalist), Adam Minter (Bloomberg Opinion columnist), Jordy Liser (CEO, Jump Platforms)

Episode Overview

This episode delivers a deep dive into two major storylines in the sports business world:

1. Brooks Koepka’s departure from LIV Golf and its implications
2. The aggressive push for global expansion by US sports leagues

Interviews with industry insiders and entrepreneurs round out the episode’s analysis, discussing the ongoing changes in sports finance, technology, and international growth strategies.

Segment 1: Brooks Koepka Leaves LIV Golf – What It Means (01:45–13:17)

Key Points & Insights

• Brooks Koepka’s Exit:

  • First major star to officially leave LIV Golf.
  • Cited a desire to spend more time with family, but Ann Liguori suggests disenchantment with LIV and improved health played larger roles (03:28).
  • Previously, Koepka may not have joined LIV had he been fully healthy in 2022.

• Koepka’s LIV Tenure:

  • LIV’s first five-time individual winner.
  • Success tapered in 2025, with poor major performances and visible unhappiness.

• Impact on LIV Golf:

  • Described as a “huge blow” (05:23).
  • LIV struggling for sustainable revenue, despite $5 billion invested.
  • Potential for other stars like Bryson DeChambeau to leave, especially as big names are harder to recruit.

• The LIV-PGA Tour Relationship:

  • Prospects of a merger considered "dead"; PGA Tour fortified its own position with larger purses (07:03).
  • LIV players are still largely banned from the PGA Tour, creating tension about reintegration.

• Koepka’s Future:

  • PGA Tour has not clarified whether LIV defectors can return.
  • Major tournaments remain accessible to Koepka due to existing qualifications.
  • Possibility to play in the DP World Tour in Europe, but uncertainty remains.

• Industry Dynamics:

  • LIV now led by Scott O’Neill (ex-Sixers, Devils, MSG Sports), but relations with PGA are cordial at best.
  • At the PGA, focus is on commercial expansion and led by Tiger Woods’ competition committee, leaving LIV outside their strategic considerations.

Memorable Quotes

• “I can't even believe that [Koepka] went to LIV...he admitted that he might not have joined LIV at all had he been fully healthy and playing great golf at the time.” — Ann Liguori (03:28)
• “LIV's been struggling from the beginning. I mean, look, they've spent $5 billion in Saudi funding...they're not making money...Losing one of their biggest stars, Brooks Koepka, is a huge blow...” — Ann Liguori (05:23)
• “The PGA Tour...are extremely well paid. I don't think they feel like they have to merge with LIV. I don't think the PGA Tour feels there's anything to gain.” — Ann Liguori (07:03)
• “So as much as I'm sure they'd love to have Brooks competing...they're going to really have to come up with a decision that they're going to have to live with, not only for Brooks, but for anybody else who leaves.” — Ann Liguori (09:06)

Segment 2: US Sports Leagues’ Global Expansion (15:12–27:18)

Key Points & Insights

• Recent Moves:

  • NFL: Minnesota Vikings played games in Dublin and London on consecutive weeks.
  • U.S. leagues (NFL, NBA, NHL, MLB, NWSL) are investing heavily in international engagement and media strategies.

• Strategic Rationale:

  • “American fans aren’t enough for US Sports anymore. There’s a lot of global money out there.” — Michael Barr (15:50)

• NBA vs. NFL Overseas:

  • NBA positioned as the most international, with European talent feeding the draft and the league being very popular in Asia and China.
  • Adam Minter predicts the NBA will outpace the NFL in international expansion, at least in the medium term (17:09).

• Other Sports:

  • The National Women’s Soccer League (NWSL) eliminated its draft to align with international player movement norms (18:14).
  • Olympic basketball in 2028 seen as a “climax” moment, with international teams like France now being favorites due to talent like Victor Wembanyama (19:23).

• Major League Soccer (MLS):

  • MLS is aligning its schedule with the global football calendar, aiming to compete for younger international talent, not just aging legends like Messi (20:54–22:10).

• NHL & MLB:

  • NHL views overseas games as long-term investments, hoping to build audience and loyalty even if not immediately profitable (22:26).
  • MLB is focusing on Asia (Japan, Korea) and Latin America, aiming for growth via showcasing international stars and capitalizing on global interest during events like the Olympics (24:10).

• College Sports:

  • Discussion highlighting how bowl games are still lucrative vs. college basketball, despite confusion and controversy over playoff selection (25:20).

Memorable Quotes

• “If you had to bet, I think you'd have to bet on the NBA simply because it's an international game. Some of the best players in the league are coming out of Europe anyway.” — Adam Minter (17:09)
• “What it says about the game is it's become a global game...the global game is saying, we've arrived. We deserve an equal role on the stage.” — Adam Minter, on the Olympics and the state of basketball (19:23)
• “They're...taking the long view and really they have no choice. If they want to grow, they're going to have to be growing outside of the U.S. as well as within North America.” — Adam Minter on NHL strategy (22:26)

Segment 3: Reinventing the Fan Experience – Jump Platforms (29:07–40:28)

Key Points & Insights

• Jump Platforms Overview:

  • Unified platform for ticketing, merchandising, and engagement—everything handled by teams, not third-party vendors.
  • Aims to bring the technological sophistication seen in consumer tech (like airline and e-commerce apps) to the sports industry.

• Market Problem:

  • Sports teams have a “Frankenstein tech stack” with disjointed tools for ticketing, merch, etc.; Jump aims to unify the fan experience (32:17).
  • Originally spurred by Mark Laurie and Alex Rodriguez (owners of the Timberwolves), who sought a true next-generation platform for team ownership.

• AI and Future Tech:

  • AI enables massive workflow improvements—instantaneous campaign setup, automation across departments.
  • Unified data stack makes personalization, engagement, and automation possible, unlike legacy systems (36:23).

• The Engagement Model:

  • Even the most loyal fans can spend/engage more if presented with the right content and experiences (merch, ticket packages, events).
  • Personalized, data-driven engagement—tailoring offers and experiences by fan’s history and preferences.

Memorable Quotes

• “The legacy way of running a sports team is a collection of a bunch of point solutions. ...like the Frankenstein tech stack that runs a sports team.” — Jordy Liser (32:17)
• “The promise of AI on the B2B side ...someone could write up that idea...hit enter into the system, and all the workflows can happen...You can get 90% there in about 20 minutes as opposed to four weeks.” — Jordy Liser on how AI changes business (36:23)
• “The idea for me as a fan, there’s always more that I would want to do and get into if I was shown the right content and the right offers at the right time.” — Jordy Liser (39:17)

Timestamps for Key Segments

• 01:45 — Start of episode; show introduction
• 02:38 — Brooks Koepka leaves LIV Golf; Ann Liguori joins
• 05:23 — Discussing LIV’s struggles and blow of Koepka’s exit
• 07:03 — State of LIV-PGA merger; impact on player movement
• 09:06 — What’s next for Koepka and the future of LIV
• 15:12 — US sports international push; Randall Williams on NFL in Dublin/London
• 16:03 — Adam Minter joins; “American fans aren’t enough”
• 17:09 — NBA’s international prospects and Olympic projections
• 18:14 — NWSL's draft change and global talent recruitment
• 20:54 — MLS aligning with European football calendar
• 22:26 — NHL’s global games as long-term play
• 24:10 — MLB’s international focus and growth in Asia/Latin America
• 25:20 — College bowl structure and viewership
• 29:07 — Vanessa Perdomo and Jordy Liser introduce Jump Platforms
• 32:17 — The tech “Frankenstein” in sports; why unified solutions matter
• 36:23 — AI-powered workflow and personalization
• 39:17 — Deepening fan engagement through data

Notable Moments & Tone

• Candid analysis: Experts are frank about industry struggles, such as LIV Golf’s business challenges and rivalry with the PGA.
• Forward-looking optimism: Much discussion focuses on innovation (AI, unified platforms, international growth).
• Playful banter: The show's tone is friendly and conversational; jokes about Snoop Dogg’s business acumen and Detroit sports add levity.

Summary

This episode expertly blends sports business news and strategic foresight with accessible commentary. From Koepka’s high-profile exit from LIV Golf and its ripple effects, to the globalization race led by the NBA and other US leagues, to the next-gen reinvention of the fan experience, the episode provides listeners with not just updates but the context and big-picture implications behind the headlines.

Recommended for anyone looking to understand the business forces transforming global sports in 2026.