​Jon Rahm’s response to a hypothetical question about investing his own money into LIV Golf hasn’t done the league many favors. As LIV seeks fresh investment and new commitments from big-name players, the golfing world remains unsure about what the future holds for the venture, especially with the Public Investment Fund of Saudi Arabia poised to step away at the season’s end. Scott O’Neil faces an uphill fight convincing potential backers to part with substantial sums the league is trying to raise, and the challenge is steep. The sheer scale of the money behind the PIF initially persuaded some of the game’s biggest stars to leave the PGA Tour, and LIV’s formation did shake the sport to its core. Yet that upheaval hasn’t translated into a sustained momentum that could rival the PGA Tour; in recent years, LIV’s forward motion has stalled.
It’s telling that the PIF, despite its vast wealth, did not see enough benefit to continue underwriting the league indefinitely. A sustained push to bring in new investors hinges on LIV presenting an exciting, credible vision in which the sport’s biggest players show unwavering belief in the league’s potential. National Club Golfer has noted that Jon Rahm has earned nearly $97 million in prize money from LIV events, while reports indicate he received around $300 million when he jumped from the PGA Tour. Of course, Rahm isn’t obligated to reinvest that money into LIV. But with LIV reportedly seeking $350 million in fresh funding, one might expect a player of Rahm’s stature to consider contributing if he truly believed in the league’s long-term prospects.
Yet Rahm has publicly distanced himself from involvement in seeking new investment for LIV, a stance highlighted by Golf Digest. When asked before the Scottish Open whether he would be willing to invest if LIV approached him, Rahm offered a measured, non-committal reply rather than a decisive yes. “Something I’ve learned in life, never say never. I’m not going to say absolutely no to anything that can happen in the future,” he said. That kind of reply, while courteous, falls short of the bold commitment LIV would relish as it pursues potential financiers.
What LIV needs from its marquee players is a clear show of confidence: a public, unequivocal declaration that the league has a bright, viable future and that they are prepared to back that belief with their own money. Such a public stance would be a potent signal to prospective investors, suggesting that the sport’s most influential athletes are aligned with LIV’s trajectory and are ready to share the risk and reward. Instead, Rahm’s demeanor appears notably relaxed, giving the impression that his place in the LIV ecosystem is secure regardless of what happens next. To observers outside the circle, Rahm seems to operate with an implicit assurance that he will always have a place to compete, regardless of LIV’s immediate fortunes.
As LIV continues to pursue heavy funding, the absence of a strong, explicit endorsement from its top players could hinder their efforts to attract new capital. The league remains pursued by a mix of excitement and skepticism, with investors weighing the potential for growth against the uncertainties that come with a relatively unproven model in the long term. Rahm’s cautious stance underscores a broader reality: even among LIV’s biggest names, there is not yet a universal willingness to put personal wealth on the line to fund the league’s ambitions. Until that changes, LIV’s path to sustaining a robust, investable future will remain uncertain, with the optics of leadership and commitment playing as much a role as the numbers behind the deals.