James Dunkley, Majesticks GC Team Principal: ‘The Business Behind LIV Golf; What It Really Takes To Run A Franchise’ (Ep.91)

What is the world of LIV Golf really like? Cutting through all the noise and the image portrayed of a league propped up by PIF money incapable of supporting itself, is there another side? That’s what we take a look at with this week’s guest James Dunkley, Team Principal of Majesticks Golf Club, one of the 13 teams that compete on the tour.

There is no denying the controversy that LIV caused when it was established, disrupting the world of golf and the established tours, taking some of the biggest stars of the game on big money and changing the format. But going beyond that, and most importantly the short term financial commitments it has required, what is the long term ambition, and how does this model fit into the broader game to co-exist with the sport’s other key organisations and tournaments while also tackling some of golf’s biggest challenges: ageing fanbases, stale formats, financial distribution outside of the top players.

James takes us through the running of a team consisting of huge personalities and profiles like Ian Poulter, Lee Westwood and Henrik Stenson, the importance of creating a winning organisation, and why much of this tour is completely misunderstood by many. I won’t lie this opened my eyes to a side of LIV I hadn’t previously considered or appreciated, and I think it’ll surprise you too.

Timestamps:

00:00 Intro

04:24 How do the teams work

07:40 Reviving a stale sport

11:00 Building a community & youth programs

13:20 Inside Majesticks GC operations

16:15 Why team golf is so exciting

21:00 Relegation & Recruitment

25:00 Building audience & identity

30:00 Path to profitability

42:44 $1.1 Billion in losses & long-term vision

49:20 LIV's unique fan experience

52:00 How LIV changed the way players compete

On today’s show we discuss:

Inside the LIV Golf Model:

• How LIV’s $1.1 billion investment is building a long-term global sports property.

• Breaking down the commercial structure: team equity, prize money, sponsorship, and central funding from the PIF.

• How initiatives like Little Sticks are teaching life skills and values to tens of thousands of kids through golf

Media, Broadcast & Growth:

• How LIV Golf secured massive broadcast reach with Fox Sports, ITV, and global partners and why timing is everything.

• The challenge of changing golf’s viewing experience: more shots per hour, better storytelling, and making broadcasts easier to follow.

• Why accessibility, not exclusivity, will define the next era of golf media

The Future of Golf:

• How LIV, the PGA Tour, and the DP World Tour can coexist and why collaboration is key for the health of the sport.

• What the next five years of LIV’s expansion will look like: more team-based events, geographic franchises, and a clearer media presence.

• Why Dunkley believes golf’s “civil war” will give way to a stronger, more connected global game

A huge thank you to our amazing partners on the show:

Stryde

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