By Andy Marston, Sports Pundit
LIV Golf’s third edition of The Duels has dropped and it might be the clearest sign yet that the league is finally cracking the YouTube code.
The Duels: Dallas features LIV stars like Bryson DeChambeau, Phil Mickelson, and Jon Rahm paired with top golf creators including Fat Perez, Grant Horvat, and the Bryan Bros.
The nine-hole team scramble, filmed ahead of LIV Golf Dallas, is available exclusively on DeChambeau’s YouTube channel (which now has over 2M+ subs).
This latest edition leans fully into platform-native style and feels purpose-built for YouTube, not TV, with banter, cart cams, and behind-the-scenes energy.
The format has gained serious traction: Dallas currently sits just shy of 2 million despite only going live on Tuesday (15th July) and previous Duels episodes from Miami and Virginia have also racked up millions of views.
Why It Matters:
This is LIV’s best attempt yet at bridging the gap between pro golf and YouTube golf and it works because it doesn’t try to make creators fit into LIV’s mould. This is juxtaposed to the PGA TOUR, who saw Grant Horvat recently turn down their invitation due to filming restrictions.
The creator economy is now the front door for younger golf fans. And while LIV might not win over golf’s traditionalists, their strategy gives them a much stronger shot at cultural relevance with Gen Z and Gen Alpha.
It also reframes what athlete media can be. Instead of rolling out on Netflix or Prime, LIV is letting talent (like Bryson) act as the distribution channel, building IP that sits outside the LIV brand but ultimately drives attention back to it.
LIV didn’t get this right out the gate. But The Duels are a clear signal they’re learning, adapting, and having fun with it.
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