Rick Shiels built his brand on authenticity. For years, the UK-based golf YouTuber prided himself on being a salt-of-the-earth northern lad whose voice was for the everyday golfer; offering honest equipment reviews, insightful instruction, and a genuine passion for the game. His transparency and down-to-earth approach made him one of the most trusted figures in golf media. But now, with his decision to sign with LIV Golf, many fans are questioning whether the bloke they once trusted has traded integrity for a lorry-load of cash.
A Career Built on Trust
Shiels’ rise to fame came through his commitment to unbiased golf content. Unlike some influencers who blurred the lines between sponsorships and reviews, he often made a point to disclose partnerships and maintain a level of independence. He was critical of flashy gimmicks, over-commercialisation, and the influence of big money in the sport.
Which makes his move to LIV Golf about as subtle as a shanked tee shot into the clubhouse windows. Which I'm sure he's done.
The Hypocrisy of Joining LIV
For years, Shiels distanced himself from controversy, rarely taking firm stances on golf’s biggest political debates. However, he subtly positioned himself as an advocate for the traditional golf fan - someone who valued the purity of the sport over the distractions of corporate greed.
His past skepticism of the excesses in professional golf makes his decision to align with LIV, an entity bankrolled by Saudi Arabia’s Public Investment Fund, all the more hypocritical. LIV Golf isn’t just another tour - it’s a disruptor that has divided the sport, drawing criticism for its money-first approach and its association with sportswashing.
Shiels' content often celebrated the accessibility and integrity of golf. LIV Golf, on the other hand, has been widely condemned for prioritising spectacle over substance, throwing obscene amounts of money at players while disregarding tradition and competitive merit. His decision to sign with them is the golfing equivalent of swapping your local lower league football team for Real Madrid because you just want to win and don't care how plastic and empty it all is and feels.
Fans Feel Betrayed
The backlash was immediate. Social media erupted with disappointment, with many longtime subscribers expressing their frustration over his decision. Some called it a betrayal, while others argued it was just another example of a once-relatable influencer losing touch with his audience. Some understood the decision and that it has its financial rewards but I think we can safely say he was doing alright for himself as is.
Shiels’ brand was built on relatability - he was the guy who played average courses (and some elite ones for good measure), tested clubs for real golfers, and seemed immune to the corporate machine that has consumed much of golf media. Now, by aligning himself with LIV’s money-driven model, he has alienated a large portion of the audience that made him successful in the first place.
The Bigger Picture
Rick Shiels isn’t the first high-profile figure to take LIV Golf’s money, and he certainly won’t be the last. But his case stings because of what he represented. Unlike Tour pros who faced the dilemma of legacy vs. financial security, Shiels wasn’t a struggling player looking for a payday—he was already thriving. His YouTube channel was booming, his sponsorships were lucrative, and he had a loyal fanbase.
So why sell out? The answer, unfortunately, is the same as it has been for others: money. No matter how much success someone has, the lure of massive financial gain can make them abandon their principles faster than a golfer blaming their caddy for a dodgy read.
Final Thoughts
Rick Shiels’ move to LIV Golf may be financially rewarding, but it comes at a steep cost: his credibility. The golf world is evolving, and influencers now hold just as much power as traditional media outlets. With that power comes responsibility—responsibility to stay true to the values that earned their audience’s trust in the first place.
Shiels once seemed different. He seemed above the lure of easy money, dedicated to growing the game the right way. But by joining LIV Golf, he has shown that, in the end, he’s just another figure willing to compromise his integrity for the highest bidder. A sell-out? Probably. A hypocrite? Almost certainly. A bloke rolling in cash while his fans shake their heads in disbelief? Definitely.
Call him, Rick $hi€l$.