LIV Golf

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.

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

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

• Professional golf league
• Golf tournament organization
• Sports entertainment events
• Golf broadcast media
• Team franchise sports

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others

Revenue model

1. 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.
2. 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.
3. 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.
4. Merchandise sales: E-commerce via shop.livgolf.com selling team and event-branded apparel, hats, hoodies, polos and collectibles.
5. 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.
6. 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

Go-to-market motion4 records

Distribution channels7 records

Marketing channels8 records

Core 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

Named customers11 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability9 records

Feature6 records

Partnerships

25 partnerships are on record, tiered flagship, core and minor.

• AramcoflagshipGTM or Marketing PartnerAramco 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.
• HSBCflagshipStrategic or Co-development PartnerHSBC 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)flagshipGTM or Marketing PartnerGlobal 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 AirflagshipGTM or Marketing PartnerGlobal 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 GroupflagshipStrategic or Co-development PartnerROSHN 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.
• SalesforceflagshipTechnology or IntegrationSalesforce 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.
• BahricoreGTM or Marketing PartnerBahri 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.
• JCBcoreStrategic or Co-development PartnerJCB 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).
• ArenacoreImplementation/ SI/ Consulting PartnerArena 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.
• CorpaycoreTechnology or IntegrationCorpay 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 VineyardsminorGTM or Marketing PartnerDAOU is an Official Supplier producing world-class Cabernet Sauvignon and Bordeaux-style wines, bringing a hospitality element to the LIV Golf event experience.
• FevercoreChannel Partner/ Reseller/ DistributorFever 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 EracoreOEM/ Whitelabel/ Licensing PartnerNew Era is an Official Supplier and the Official Cap of LIV Golf and its 13 teams, leveraging its century of sports apparel heritage.
• PaninicoreOEM/ Whitelabel/ Licensing PartnerPanini 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 GroupcoreImplementation/ SI/ Consulting PartnerSelect Event Group provides industry-leading temporary structure solutions at all LIV Golf tournaments hosted in the USA, including all hospitality infrastructure on-site.
• TrackmancoreTechnology or IntegrationTrackman 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 AustraliacoreGTM or Marketing PartnerDestination 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)coreGTM or Marketing PartnerMulti-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 SportsflagshipChannel Partner/ Reseller/ DistributorMulti-year US media rights agreement; LIV Golf is currently in Year 2 of this partnership. Rights fees described as nominal given low viewership.
• Discovery EducationcoreStrategic or Co-development PartnerGlobal partnership co-producing innovative educational resources to help youth explore STEM subjects through golf.
• UN Refugee Agency (UNHCR)coreStrategic or Co-development PartnerCo-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)minorStrategic or Co-development PartnerGlobal and local partnership to support LIV Golf's 'Game' pillar and remove barriers for new golfers.
• Golf SaudiminorStrategic or Co-development PartnerCollaboration partner on the ROSHN Rising Stars programme to recruit and train young Saudi golfers.
• Asian TourflagshipStrategic or Co-development PartnerSanctioning 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 FoundationminorStrategic or Co-development PartnerLocal 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

Direct 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

• Xx.com/livgolf_league
• Facebookfacebook.com/LIVGolfInv
• LinkedInlinkedin.com/company/liv-golf

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries13 records

Funding overview

Funding rounds6 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LIV Golf