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LIV Golf Secures $500M in Partnerships, Expands Global Footprint

LIV Golf Secures $500M in Partnerships, Expands Global Footprint

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概要

 LIV Golf is charging ahead in 2026 with bold sponsorship deals and a global push, even as merger talks with the PGA Tour stall. LIV president of business operations Chris Heck, speaking to SportsPro, revealed the league secured 500 million dollars in partnership revenue last year across multi-year agreements, including heavyweights like Rolex, HSBC, Salesforce, and Qualcomm. Heck plans to double title sponsors this year, already locking in four such deals like Ma'aden in the United States and Roshn Group in Riyadh, while drawing parallels to Formula One's worldwide model. He dismissed doubts about LIV's future as irresponsible, pointing to long-term commitments from top brands that believe in its vision.

Shifting to a full 72-hole format from its prior 54-hole events, LIV aims to align more closely with traditional tours while embracing youth culture through fashion, music, and social media. CEO Scott O'Neil, in an Al Arabiya interview covered by Golf Monthly, called LIV the strongest field in international golf and set sights on Official World Golf Ranking recognition beyond just the top ten finishers. O'Neil emphasized a non-United States focus, with events in nine countries, positioning LIV as the dominant global league outside America's orbit. Merger discussions with the PGA Tour and DP World Tour continue but show no end in sight, as each pursues separate commercial paths.

Kicking off the season, LIV Golf Adelaide runs February 12 to 15 at The Grange Golf Club, where all 13 teams compete, including Australia's Ripper GC led by captain Cameron Smith. Expect festival vibes with live music from acts like Peking Duk and FISHER, fan zones, and free public transport. Ripper House returns on-course as a team hub, blending viewing decks, simulators, and merch.

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