We’ve seen it all before — athletes teaming up with apparel brands, shoe companies, or top-tier equipment manufacturers. It’s the bread and butter of the sports business. But every now and then, a partnership comes along that feels… well, different. And this time? It’s burgers and birdies.
Bubba Watson’s LIV Golf team, the RangeGoats GC, just inked a tasty new partnership with Freddy’s Frozen Custard & Steakburgers — and yes, it’s as unexpected as it sounds. The deal, reportedly worth around $1.5 million, and as expected, the golf world has opinions — lots of them.
Some fans see this as a quirky but clever branding move. Others? They’re calling it a new low for LIV Golf. One fan summed it up best (and hilariously): “This is HUGE. Really, this could spring the @RangeGoatsGC to the top of the table, and really could alter the trajectory of LIV itself. Oh btw, wtf is Freddy’s Frozen Custard, is that seriously a real thing?”
Fair question. For those unfamiliar, Freddy’s is a fast-casual chain born in Wichita, Kansas, back in 2002. They’re famous for steakburgers, Vienna Beef hot dogs, crispy shoestring fries, and frozen custard that’s churned fresh daily. With over 550 locations across 36 states, it’s a big deal in the U.S. — but for LIV Golf’s international fanbase, this brand is brand new. But that’s not the only skepticism floating around.
“And just when I thought Bubba couldn’t sink any lower,” one user chimed in. Another fan remarked: “They’re buying Bubba at the Masters. Not the range goats.” That jab hits on a sore spot — Bubba’s planning to wear the Freddy’s logo at the Masters, a tournament steeped in tradition and famously resistant to flashy sponsorships. To some golf purists, it feels like commercializing an event that prides itself on its classic image.
LIV Golf’s @RangeGoatsGC has a new partnership with Freddy’s Frozen Custard & Streakburgers through the end of the 2025 season. Bubba Watson will wear the Freddy’s logo at @TheMasters next week pic.twitter.com/Joa4Q7mqaC
— Josh Carpenter (@JoshACarpenter) April 3, 2025
The partnership also drew sarcastic comments like: “Wow! That’ll really turn around LIV!” This likely reflects ongoing debates about LIV Golf’s impact on the sport. Critics argue that despite high-profile signings and sponsorships, the league has struggled to achieve the prestige and viewership of established tours.
Another said, “Their opponents are apparently….. Dis custard.” Yikes. It’s safe to say the internet isn’t impressed. But behind the snark, there’s a real debate brewing. One user made a sharp point: “The great thing about this… to link it to viewers… If LIV was doing good numbers then Freddy’s Frozen Custard wouldn’t get a look in. They don’t ask for viewership. Big companies do.”
That’s really the crux of the conversation. On one hand, Freddy’s partnership could be seen as a smart move to connect with younger fans and shake up golf’s buttoned-up image. On the other hand, some see it as a gimmicky distraction— another loud, quirky move masking LIV’s ongoing struggle to gain footing against legacy tours like the PGA.
But what does Bubba Watson think of this partnership?
For Watson, this isn’t just about logos and dollars — it’s a values-based partnership. “I’ve always been a big fan of their burgers and Frozen Custard Concretes.” he said, “They take pride in providing high-quality hospitality too, and it always shows when I visit any of their locations.” He’s not alone in the enthusiasm. Freddy’s CMO Erin Walter called the partnership a perfect fit: “Their dynamic and engaging approach to golf aligns perfectly with our commitment to fun, memorable experiences.”
With LIV making its U.S. season debut this week in Miami, RangeGoats players will debut the Freddy’s logo on their gear. The branding will continue to pop up at select markets through 2025, including at LIV’s Dallas event in June, where the players will take part in a fan activation at one of Freddy’s locations. Bubba will even sport the Freddy’s logo at the Masters, turning Augusta’s green jacket scene into something just a little more fast-food-flavored.
This deal also marks RangeGoats’ second team-wide commercial move since joining forces with Integrity9, a commercial acquisition agency. The team has also partnered with Minnesota-based Swannies Golf.
General Manager Randall Wells shared that the team is excited to help more people discover what makes Freddy’s so beloved. “We are excited to help even more people learn about Freddy’s so they can fall in love with their Steakburgers and Frozen Custard treats just like the rest of us.”
Whether you’re into the idea of burgers meeting bunkers, or think the combo is a bit too greasy for golf’s traditional image, one thing’s clear: this partnership is doing exactly what it was designed to — get people talking.
And that, for LIV Golf and Bubba Watson, might be the real win.
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