LIV Golf
LIV Golf operates a 14-event men's professional golf league with 13 four-player teams, combining tournament play with festival-style fan experiences, global sponsorship activations, and an owned digital ecosystem (mobile app, streaming, fantasy, loyalty, shop) under the LIV Golf and LIV Golf+ brands.
- Company typePrivate
- Founded2022
- HeadquartersLondon, United Kingdom
- Headcount251–500
- GTM typeB2C
- OfferingServices
What LIV Golf does
LIV Golf operates a men's professional golf league structured around 57 players organized into 13 four-player teams that compete across a 14-event global season (February–August) using a 72-hole, no-cut, shotgun-start format designed to compress elite competition into a festival-style event product. The league combines live tournament play with music headliners, fan villages, and a "Party Hole" concept, distributing awards through both an Individual Championship and a winner-takes-all Team Championship. The platform is supported by an owned digital ecosystem spanning the LIV Golf mobile app (iOS/Android), livgolf.com, livgolfplus.com streaming, a Fantasy contest, the LIV X loyalty program, and the LIV Golf Shop e-commerce store, plus integrations with Trackman radar performance data, Fever-powered ticketing, and Corpay cross-border payments.
Monetization rests on a multi-tier global sponsorship stack (Aramco, HSBC, Maaden, Riyadh Air, ROSHN, Salesforce as Global Partners; Bahri as Premium Partner; JCB as Presenting Partner; Official Suppliers including New Era, Panini, Trackman, Fever, Arena, Select Event Group, Corpay, DAOU), supplemented by ticketing (general admission and hospitality), merchandise, broadcast rights (multi-year Fox Sports deal in Year 2), and the Salesforce-co-developed Fan Caddie and Agent Caddie AI experiences. The International Series (10 Asian Tour-sanctioned events) functions as a feeder ecosystem. The league is privately held, headquartered in London and New York, was founded in 2022 with Saudi Arabia's Public Investment Fund as historical controlling backer, and is currently undergoing a fundamental restructuring after PIF announced funding withdrawal after the 2026 season.
LIV Golf firmographics
Firmographics- Name
- LIV Golf
- Legal name
- LIV Golf Inc and LIV Golf Ltd
- Website
- https://livgolf.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- LIV Golf operates a 14-event men's professional golf league with 13 four-player teams, combining tournament play with festival-style fan experiences, global sponsorship activations, and an owned digital ecosystem (mobile app, streaming, fantasy, loyalty, shop) under the LIV Golf and LIV Golf+ brands.
- Ownership category
- akta.pro rank
LIV Golf industry classification
Industry- Product category
- Professional Golf League
- NAICS
- Sports Teams and Clubs (711211), Spectator Sports (71121)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990), Services-Membership Organizations (8600)
- akta.pro primary industry
- Golf Tours & Professional Circuits (MPAKAAAK)
Keywords
Where LIV Golf is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
LIV Golf business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others
Revenue model
- Sponsorship and partnership revenue: Multi-tier partnership programme with Global, Premium, Presenting, Official Supplier, and Destination Partners; LIV reports $500 million in new sponsorship deals contracted over the last year and revenue doubling from 2024 to 2025.
- Media rights (broadcast and streaming): Year 2 of a multi-year media rights deal with Fox Sports; rights fees described as nominal relative to the league's overall economics. Streaming/discovery via the LIV Golf+ mobile app.
- Ticket sales (general admission and hospitality): Direct ticket sales via livgolf.com and Fever platform; tickets are non-exchangeable, non-refundable, with structured hospitality tiers for premium experiences.
- Merchandise sales: E-commerce via shop.livgolf.com selling team and event-branded apparel, hats, hoodies, polos and collectibles.
- LIV X loyalty and rewards engagement: Participants earn Points, Rewards, and Tier Benefits via the LIV X program; per the privacy policy LIV Golf treats the value of personal information processed as equivalent to the value of the rewards.
- Prize money / player contract obligations (cost rather than revenue): An estimated $3 billion paid out to players through prize money and signing bonuses since launch; team franchise model is part of the league's commercial structure rather than direct revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | General admission and hospitality tickets sold per event via livgolf.com and Fever; hospitality tiers may carry bespoke T&Cs. |
| One time/ perpetual license | — | Merchandise priced per item via the LIV Golf Shop |
| Freemium | — | LIV X loyalty program — free to join with points/rewards |
| Other | — | LIV Golf Fantasy contest |
Go-to-market motion4 records
Distribution channels7 records
Marketing channels8 records
LIV Golf product offering
Product offeringCore offering
LIV Golf operates a men's professional golf league in which 57 players (including 5 Wild Cards) and 13 four-player teams compete across a 14-event global season held Thursday–Sunday from February to August using a 72-hole no-cut shotgun-start format. Revenue is generated through multi-tier global sponsorships, broadcast/streaming media rights, direct ticket sales, team- and event-branded merchandise, and engagement platforms including the mobile app, Fantasy contest, and LIV X loyalty program. The league also runs the Asian-Tour-sanctioned International Series pathway and the LIV For Good impact and sustainability platform.
Product overview
LIV Golf operates a single core product — the LIV Golf League, a men's professional golf league structured around 57 players and 13 four-player teams (4Aces GC, Cleeks Golf Club, Crushers GC, Fireballs GC, HyFlyers GC, Korean Golf Club, Legion XIII, Majesticks Golf Club, OKGC, RangeGoats Golf Club, Ripper GC, Southern Guards GC, Torque GC) competing over a 14-event season for two distinct competition modules — the Individual Championship and the Team Championship. The league platform is supported by several consumer-facing modules: the LIV Golf Mobile App (live coverage, replays, leaderboards and standings), the LIV X loyalty program, the LIV Golf Fantasy contest, and the official LIV Golf Shop. Beneath the league, the International Series is a 10-event sanctioned sub-product providing a pathway to the LIV Golf League, while LIV For Good is the company's standalone Impact & Sustainability platform.
Differentiator
Problem solved
Functional benefit
Brands
- LIV X: Loyalty and rewards program for eligible users, with Points, Rewards, and Tier Benefits
- LIV Golf Fantasy
- LIV For Good
- LIV Golf Shop
Products and services
- LIV Golf League Men's professional worldwide golf league in which 57 players (including 5 Wild Cards) and 13 four-player teams compete in a 14-event season for the Individual Championship and Team Championship, held Thursday–Sunday from February to August using a 72-hole no-cut format with shotgun starts. Tickets are sold direct to fans via livgolf.com and Fever, with broadcast/streaming on Fox Sports and LIV Golf+.
- LIV Golf Mobile App Mobile application for iOS and Android providing live round coverage, on-demand replays, leaderboards, standings, player/team following, fantasy and LIV X engagement, and original series content across the 14-event season.
- LIV X Loyalty Program Free-to-join loyalty and rewards program that enables participants to earn Points, Rewards, and Tier Benefits tied to engagement with LIV Golf events, content, and commerce; governed by LIV X Terms and Conditions.
- LIV Golf Fantasy Fantasy contest game built on the LIV Golf season in which users pick teams of LIV Golf players; participation subject to the LIV Golf Fantasy Terms & Conditions.
- LIV Golf Shop Official e-commerce storefront for team- and event-branded apparel, hats, polos, hoodies and collectibles for the 13 LIV Golf teams, with publicly listed unit pricing.
- International Series Set of 10 elevated events sanctioned by the Asian Tour that offer golfers from around the world a route to the LIV Golf League, greater prize money, and competition against elite-level fields at world-class destinations.
- LIV For Good Impact and sustainability platform organized around three pillars: Game (introducing 15,000 youth to golf annually), Community (impacting 400,000 youth through educational programs), and Planet (ISO 20121 and at least five sustainable event certifications per year).
Quantifiable outcome
- Revenue doubled from 2024 to 2025; $500M in new sponsorship deals contracted in the last year
- +4 more outcomes
Companies that use LIV Golf
Customer profileNamed customers11 records
Ideal customer profiles3 records
LIV Golf technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability9 records
Feature6 records
LIV Golf partnerships and signals
Strategic signalPartnerships
25 partnerships are on record, tiered flagship, core and minor.
- AramcoflagshipAramco is one of the world's leading integrated energy and chemicals companies and is a Global Partner of LIV Golf, including sponsoring the 'Aramco Power Play' driving-distance stat. Aramco states the partnership aims to push the limits of possibility and make a positive impact on players, fans and communities.
- HSBCflagshipHSBC is a Global Pillar Partner of LIV Golf and plays a strategic role in supporting the league's 'Potential, Unleashed' community partnerships, opening up opportunities and access for the next generation of golfers as well as financial literacy initiatives.
- Maaden (Saudi Arabian Mining Company)flagshipGlobal Partner of LIV Golf; presenting partner for events such as MAADEN LIV Golf Virginia. Maaden is the largest multi-commodity metals and mining company in the MENA region and exports to more than 50 countries.
- Riyadh AirflagshipGlobal Partner of LIV Golf. Riyadh Air is a PIF-owned digitally led, full-service airline planning to connect guests to over 100 destinations by 2030.
- ROSHN GroupflagshipROSHN is a PIF-owned multi-asset class real estate developer and a Global Partner of LIV Golf. Together they launch the 'ROSHN Rising Stars' program — the first of its kind to recruit and train up to 20 young Saudi golfers over six months with mentorship from LIV Golf players and professional coaches in collaboration with Golf Saudi.
- SalesforceflagshipSalesforce is a Global Partner of LIV Golf and a co-developer of 'Fan Caddie' and 'Agent Caddie' AI-powered experiences that help fans interact with the game, streamline tournament operations and deliver real-time storytelling across every channel.
- BahricoreBahri is a Premium Partner of LIV Golf; the Saudi-headquartered global leader in transportation and logistics connects markets across the Middle East, Asia, Europe and the Americas.
- JCBcoreJCB is the Presenting Partner for the LIV Golf UK event held at JCB Golf & Country Club in Staffordshire, England (opened 2018, adjacent to JCB World Headquarters).
- ArenacoreArena is an Official Supplier to LIV Golf, providing turnkey temporary infrastructure and integrated event solutions including temporary/semi-permanent structures, seating and interior fit-out.
- CorpaycoreCorpay Cross-Border is an Official Supplier enabling LIV Golf to manage international currency exposure and optimise financial transactions across the global schedule of events.
- DAOU VineyardsminorDAOU is an Official Supplier producing world-class Cabernet Sauvignon and Bordeaux-style wines, bringing a hospitality element to the LIV Golf event experience.
- FevercoreFever is a Marketing & Technology Partner and Official Supplier, powering the LIV Golf ticketing journey across markets and serving 100M+ users monthly on its discovery platform.
- New EracoreNew Era is an Official Supplier and the Official Cap of LIV Golf and its 13 teams, leveraging its century of sports apparel heritage.
- PaninicorePanini partnership marks the first-ever team golf trading card series and Panini's first entry into golf, creating collectibles around LIV's 13 teams.
- Select Event GroupcoreSelect Event Group provides industry-leading temporary structure solutions at all LIV Golf tournaments hosted in the USA, including all hospitality infrastructure on-site.
- TrackmancoreTrackman is an Official Supplier providing radar-based performance data technology used by professional players, coaches, club fitters, equipment manufacturers and broadcasting companies.
- Government of South AustraliacoreDestination Partner anchoring Adelaide as a flagship LIV Golf host market; region is famed for its coastline, wineries, culture and golf, and is already a favourite trip for LIV Golf's players, staff and fans from across the world.
- PLUS (a division of Hanwha Life)coreMulti-year founding partnership with Korean Golf Club (formerly Iron Heads GC), announced for the LIV Golf Korea 2026 tournament at Asiad Country Club in Busan.
- Fox SportsflagshipMulti-year US media rights agreement; LIV Golf is currently in Year 2 of this partnership. Rights fees described as nominal given low viewership.
- Discovery EducationcoreGlobal partnership co-producing innovative educational resources to help youth explore STEM subjects through golf.
- UN Refugee Agency (UNHCR)coreCo-developed the first 'Golf for Protection Playbook', which creates safe spaces and delivers sport-based programming that helps individuals and communities recover from trauma and rebuild a sense of stability.
- R&A (Women in Golf charter)minorGlobal and local partnership to support LIV Golf's 'Game' pillar and remove barriers for new golfers.
- Golf SaudiminorCollaboration partner on the ROSHN Rising Stars programme to recruit and train young Saudi golfers.
- Asian TourflagshipSanctioning partner for the International Series — a set of 10 elevated events offering golfers a route to the LIV Golf League, greater prize money and the chance to compete against elite-level fields at world-class destinations.
- Valderrama FoundationminorLocal partnership during LIV Golf Andalucia delivering youth golf instruction and marine conservation efforts alongside Fireballs GC.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
LIV Golf competitors and assessment
Company assessmentDirect peers
- PGA Tour: The dominant men's professional golf tour in the world and LIV's primary competitor. Both run elite men's professional golf competitions, compete for the same players and fans, and monetize through sponsorships, media rights, and ticketing — though PGA Tour uses a traditional stroke-play, season-long FedExCup model.
- DP World Tour: The men's professional golf tour for Europe and a direct competitor for elite men's players (and historically a LIV partner through the International Series pathway). Operates a similar stroke-play model and competes for tournament dates, sponsorships, and player loyalty.
- Asian Tour: The men's professional golf tour across Asia and LIV's sanctioning partner for the International Series — a 10-event elevated pathway offering a route to the LIV Golf League. Comparable product offering (men's professional golf tournaments) with regional focus.
- LPGA: The leading women's professional golf tour globally. Operates the same fundamental product (season-long elite professional golf tour) and competes for sponsorship, media rights, and fan attention in the professional golf category.
- PGA Tour Champions: The senior men's professional golf tour operated by the PGA Tour, offering comparable product (elite professional golf competitions with contracted players) and competing for the same sponsor and media rights inventory.
Broad incumbents
- Formula 1: Global motorsport property that pioneered the entertainment-led, festival-format sports model LIV is emulating. Comparable in operating a global season of premium live events, multi-tier sponsorship activation, and bundling sport with destination entertainment — but anchored by far higher media-rights economics.
- UFC: TKO Group-owned combat sports property with comparable team-franchise-like athlete model, heavy reliance on contracted star talent, and event-driven monetization. Demonstrates the entertainment-first positioning LIV is pursuing in golf.
- Topgolf: Largest golf-entertainment venue operator in the world, blending golf with food/beverage/music in a festival-style format. Comparable entertainment-meets-golf positioning and a complementary competitor for casual-golf fan attention and sponsorship dollars.
- The R&A: Governing body of golf outside the US and organizer of The Open Championship. Comparable on hosting elite men's professional golf events at iconic venues (LIV's Valderrama, Royal Troon-adjacent markets) and a partner through R&A's Women in Golf Charter — competing for premium dates and global prestige.
Emerging players
- TGL (TMRW Sports): Tech-forward team golf league launched by TMRW Sports (Tiger Woods/Rory McIlroy) in 2025. Directly competes for golf-fan attention and sponsorship inventory with a tech-infused, short-format team product — a more direct competitive threat in the team-golf category than traditional stroke-play tours.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights6 records
Customer concentration
LIV Golf social profiles
Digital presenceLIV Golf compliance and trust
Trust signalCompliance7 records
LIV Golf financial estimates
Financial estimateRevenue estimate
Valuation estimate
LIV Golf leadership team
Management profileNumber of profiles
Profiles9 records
LIV Golf subsidiaries and ownership
Company hierarchySubsidiaries13 records
LIV Golf funding detail
Funding detailFunding overview
Funding rounds6 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LIV Golf M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about LIV Golf
What does LIV Golf do?
LIV Golf operates a men's professional golf league in which 57 players (including 5 Wild Cards) and 13 four-player teams compete across a 14-event global season held Thursday–Sunday from February to August using a 72-hole no-cut shotgun-start format. Revenue is generated through multi-tier global sponsorships, broadcast/streaming media rights, direct ticket sales, team- and event-branded merchandise, and engagement platforms including the mobile app, Fantasy contest, and LIV X loyalty program. The league also runs the Asian-Tour-sanctioned International Series pathway and the LIV For Good impact and sustainability platform.
Is LIV Golf a public or private company?
LIV Golf is a private company. It is classified as state government owned and is currently operating.
When was LIV Golf founded?
LIV Golf was founded in 2022. It employs 251 to 500 people.
Where is LIV Golf based?
LIV Golf is headquartered in London, United Kingdom, in the Europe region.
How does LIV Golf make money?
Six revenue lines are on record. Sponsorship and partnership revenue is the primary driver. The others are media rights (broadcast and streaming), ticket sales (general admission and hospitality), merchandise sales, LIV X loyalty and rewards engagement and prize money / player contract obligations (cost rather than revenue).
Who are LIV Golf's main competitors?
Direct peers on record are PGA Tour, DP World Tour, Asian Tour, LPGA and PGA Tour Champions. Broad incumbents are Formula 1, UFC, Topgolf and The R&A. TGL (TMRW Sports) is listed as an emerging player.
Does LIV Golf have an API?
No public API is recorded for LIV Golf.
What industry is LIV Golf in?
LIV Golf's product category is Professional Golf League. Its primary akta.pro industry code is MPAKAAAK, Golf Tours & Professional Circuits. Its NAICS code is 711211 and its SIC code is 7990.