Despite having deep pockets and attracting some big-name players, the Saudi-backed league has faced skepticism over its ties to the Saudi government. The traditional golf world has also pushed back, with the PGA Tour and DP World Tour imposing penalties on players who have defected to LIV Golf. The league has also faced a setback in its bid for Official World Golf Ranking points, which was rejected.
This has left LIV Golf scrambling to find ways to measure its players’ performance and credibility. Despite the controversies surrounding LIV Golf, the league has been making waves in the business world. With its unique format and high-profile players, LIV Golf has attracted the attention of several major brands. Here are 5 brand deals that are working out in the league’s favor.
1. Riyadh Air takes flight with LIV Golf partnership
LIV Golf just landed a major partnership with Riyadh Air, the new Saudi airline to launch later this year. The multi-year deal kicks in for the 2025 season and will give Riyadh Air some serious visibility across LIV Golf’s 14 global events, including on-course branding and TV broadcasts. The airline already has some big-name partnerships under its belt, like Atletico Madrid and Concacaf, and this deal is expected to be a game-changer. LIV Golf stars like Sergio Garcia, Bryson DeChambeau, and Dustin Johnson even showed up to celebrate the new partnership, which promises to deliver a best-in-class experience for golf fans worldwide. This partnership might additionally help in the travel of players reducing the wear and tear of a tight schedule possibly?
2. Callaway continues its partnership with Jon Rahm
Callaway made a significant move in the golf world by signing on as the official partner of Jon Rahm’s Legion XIII team, a major coup for LIV Golf. The news, which was initially reported by golf business analyst Joe Pompliano, sent shockwaves through social media, with golf news pages and podcasts quickly sharing the update. Rahm, who has been a loyal member of Callaway’s Tour roster since 2021, has been using the brand’s golf balls, equipment, and apparel, making the partnership a natural fit.
NEW: Jon Rahm confirms that his LIV Golf team @LegionXIIIgc have signed a sponsorship deal with Callaway Golf (via @JoePompliano) pic.twitter.com/5TTCvCoOqb
— NUCLR GOLF (@NUCLRGOLF) January 25, 2025
The brand is also said to be teaming up with other LIV players such as Bryson DeChambeau, signaling a growing trend of major sponsors backing LIV Golf teams.
3. LIV Golf lands major broadcast deal with FOX Sports
In a huge move for the sport, LIV Golf partnered with FOX Sports to broadcast its tournaments live across the FOX family of networks, with over half of the League’s schedule airing on FOX or FS1. The deal brought LIV Golf’s unique blend of individual and team competition to a broader audience, with all three days of tournament competition airing live. The partnership was hailed as a game-changer by LIV Golf CEO Scott O’Neil, who said it signaled the next phase of growth for the League. Brooks Koepka, captain of Smash GC, was also stoked, saying “Having FOX Sports on board is a huge win for LIV Golf… they know how to bring sports to life.” The deal was a major win for LIV Golf, which features a star-studded lineup of golfers, including Jon Rahm, Bryson DeChambeau, Phil Mickelson, and Dustin Johnson.
4. Primo Golf Apparel teams up with HyFlyers GC
Primo Golf Apparel partnered with HyFlyers GC, the LIV Golf team captained by Phil Mickelson, as the team’s official golf apparel sponsor. The partnership saw Mickelson and his teammates wear Primo’s products, including joggers, pants, quarter zips, vests, and traditional polos, in all competitive rounds at LIV events and major championships. Mickelson, who was introduced to Primo’s joggers after losing a match, fell in love with the product and praised its comfort and style. The entire HyFlyers GC team, including Brendan Steele, Cameron Tringale, and Andy Ogletree, wore Primo’s gear during the season opener at LIV Golf Riyadh. “I wasn’t sure I could pull off wearing the cool, fashionable joggers but I have fallen in love with them and the rest of Primo’s outstanding product line,” said Phil Mickelson
5. Bryson DeChambeau and Reebok
Reebok’s brand partnership is not stopping with only John Rham. Bryson DeChambeau and Reebok are teaming up in a major way – the iconic sports brand has signed a long-term partnership with DeChambeau and his LIV Golf team, Crushers GC, making Reebok the official apparel and footwear sponsor. This partnership marks Reebok’s return to the golf world, and they’re coming back strong with DeChambeau as the face of their new golf apparel and footwear line, including the Nano Golf shoe. The entire Crushers GC team will be rocking Reebok gear on the course in 2025, and fans will be able to get their hands on the official team kits in March. So, while yes, LIV Golf is dealing with its fair share of problems and hurdles its growth in the previous months is worth noting. So, if you are a LIV Golf fan what do you think of these new developments? Let us know in the comment section below!
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