LIV is currently undergoing a lot of changes following the PIF’s withdrawal. Recently, subscribers of the LIV Golf+ app noticed one of its premium features was missing. And no, it wasn't a technical issue but a planned deletion.

Two years back, LIV Golf launched the “Any Shot Any Time” feature on the LIV Golf + app. The feature was a revelation as it allowed viewers to watch any player of their choice, play every single shot live on their cellphones.

However, during the first round of LIV Korea, the viewers noticed the absence of the feature. It was announced that the rebel tour had cancelled the feature for the rest of the season.

A LIV spokesperson labelled the removal of the feature as a “strategic decision” as the league "evaluates its operations and production model". 

The spokesperson also clarified that the league has started working out a plan to refund the annual subscribers.

The “Any Shot Any Time” feature was available only to subscribers. They had to pay $59.99 a year or $8.99 per event to avail it.

The feature was built upon Google Cloud’s Vertex AI platform. It was the result of a partnership between the league and the PMY Group.

The goal was to “elevate the fan experience on and off the golf course while delivering personalized engagement unique to the sport.”

LIV had edged the PGA Tour in this aspect, and after a while, the PGA Tour launched its own version.

Currently, LIV is also planning a change in its structure and schedule from the following season.

LIV plans to undergo changes in its schedule and investment structure

Following the PIF’s backing out, LIV has started the process to raise fresh capital for the coming seasons. The team-based league is seeking around $350 million investment.

A reduced 10-event international schedule is being pitched to potential investors as opposed to the 14-event roster from the previous years. 

“We have to create a plan that’s a business plan—a business that works from a business standpoint, from a profit and loss standpoint,” O’Neil said at LIV Golf Virginia two weeks ago. “We are well on our way to that.”

O’Neil also stated earlier that the league will undergo a change in its investment structure, pivoting to a “diversified, multi-partner investment model.”

It's just a matter of time before we become certain about the future of LIV and its players, who were signed with lucrative contracts.

What are your thoughts on the deletion of the “Any Shot Any Time” feature by LIV? Share them in the comments.

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Written by

Avishek Sarkar

Edited by

Suyashdeep Sason