Turning a profit might be the biggest challenge for LIV Golf at the moment. After suffering a $1.4 billion loss in its first four seasons, the Saudi-based promotion is struggling to make a positive turnover. They are unable to attract the viewership to drive the numbers up, but Bryson DeChambeau is still doing his best to promote the product.

As Joe Lemire revealed on Sports Business Journal, “At the Hong Kong tournament next weekend, HSBC is backing an activation in which Bryson DeChambeau will hit golf balls into Victoria Harbor in a hole-in-one challenge.”

The $292.5 billion financial institution, HSBC, has an exclusive partnership with LIV Golf to host the Hong Kong event. It’s a part of the deal that makes them the global banking and financial organisation partner for the Saudi-based league.

Being one of the most popular golfers on the LIV Golf roster, DeChambeau’s involvement in the challenge gives the league and the sponsor a lot of exposure. This is not the first time a major brand has associated itself with DeChambeau to promote its product.

Back in January 2026, GooglePixel teased its new Quick Share feature with iPhone owners by making the Crushers GC captain interact with a fan owning an Apple product.

Scott O’Neil also had a positive take on the future of LIV Golf. While they may not be profitable, the CEO still believes they are on the right track to change that. LIV Golf has retained Citi for team investments. They are also still aligned with Creative Artists Agency for their media rights, corporate sponsorship deals, and brand partnerships.

“We are focused on building asset value as 13 teams and turning them into real businesses,” LIV Golf EVP/Head of Team Business Operations Katie O’Reilly told the media. Each team has its own sponsorship deals with various brands to help them financially.

Other than the growth in their product, LIV Golf has also opened doors to sell stakes within the organization. Back in January 2026, reports revealed that the PIF-funded promotion was looking for partners to take over portions of their franchises. O’Neil has also been making deals with new venues to expand the business and help the league gain more attention to increase profitability.

O’Neil’s efforts over the last few months have proven to be fruitful. LIV Golf has also seen a rise in viewership recently.

Bryson DeChambeau & Co. may finally be experiencing growth in LIV Golf in 2026

The 2026 season may prove critical for the future of LIV Golf. With an OWGR status and the 72-hole format, they are now competing with the other leagues in the world. And the recent results reflect that.

LIV Golf Adelaide 2026 delivered positive results for the league. Anthony Kim’s win at The Grange drew a lot of fans to the course. 115,000 spectators were on the golf course attending the tournament to watch the 40-year-old win.

The ticket sales had gone up by 45% this year. Premium ticket sales that can cost around $2,000 increased by 20%. The LIV EVP/Head of Events, Ross Hallett, reported that 30% of the spectators had attended their first-ever pro golf event. That is not only great for LIV Golf but also for the sport in general.

These numbers show how the PIF-funder promotion is succeeding, even if it’s not profitable at the moment.