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<\/p>\nAs the new LIV Golf season tees off in Riyadh, the all-Brit franchise has unveiled a new brand that, its team principal tells The Drum, is bold and brave and will help LIV become a leader in growing the next generation of sports fandom.<\/p>\n
There was a time when golf brands were built like their clubhouses \u2013 oak-panelled, steeped in tradition and largely immune to change. That time, increasingly, is over, as LIV Golf proved when it launched its assault on the PGA\u2019s monopoly four years ago.<\/p>\n
As sport fragments into faster formats, creator-led content and always-on fandom, the teams that thrive aren\u2019t just competing on courses, courts and pitches. Today, they\u2019re all ultimately competing for culture. And that\u2019s the lens through which LIV Golf\u2019s Majesticks Golf Club has unveiled its new identity for 2026 \u2013 an identity that swaps generic team aesthetics for something sharper, prouder and deliberately more recognisable.<\/p>\n
Classic red, white and blue. A modern shield. A bulldog motif. And an all-British playing line-up.<\/p>\n
For Majesticks GC team principal James Dunkley, it\u2019s less refresh and more declaration of intent. And, as he tells The Drum, the move wasn\u2019t sparked by a desire to simply look different. It started with a harder question: who are we, really?<\/p>\n
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\u201cWe kind of embarked on this piece of work to identify who we were,\u201d he explains. \u201cThe common themes were about being pioneers, being defiant, being brave. One of the quotes from the research was: \u2018Tell me \u2018no\u2019 and we can be motivated.\u2019 That gave us a really clear brand identity.\u201d<\/p>\n
From logo to logic<\/p>\n
In other words, the logo came last. After three seasons in the league, Majesticks had equity, but not genuine clarity. The original brand was recognizable but, in Dunkley\u2019s view, didn\u2019t fully express the mindset of a team that had jumped early into a challenging and often controversial new golf format and helped build a startup sports property from scratch.<\/p>\n
\u201cThis evolution of the brand is about authenticity and purpose,\u201d he says. \u201cAligning our visual identity with our roots, our values and the makeup of our team allows us to tell a clearer, more powerful story.\u201d<\/p>\n
That story now leans into British sporting heritage without tipping into pastiche. The shield nods to tradition, but is stripped back and modern. The colour palette echoes the Union Jack and the talent line-up \u2013 former world number one Lee Westwood, Europe\u2019s Ryder Cup hero Ian Poulter, exciting young pro Laurie Canter and three-time DP Tour winner Sam Horsfield \u2013 balances experience with emerging talent.<\/p>\n
And in a league built on teams (Legion XIII, Crushers GC, Fireballs GC and 4 Aces to name a few) rather than individuals, distinctiveness matters. Dunkley is blunt about the commercial rationale. For him, it\u2019s about instant recognition on the practice range, stronger recall in research and, ultimately, stronger merchandise sales and memberships.<\/p>\n
\u201cI think one of the measures of the rebrand\u2019s success will simply be: are we instantly recognizable when the team is out there?\u201d he says. \u201cIf you walk across the driving range, you\u2019ll know instantly it\u2019s Majesticks hitting balls.\u201d<\/p>\n
\n Want to go deeper? Ask The Drum<\/p>\n
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The bigger shift \u2013 sport as entertainment property<\/p>\n
But this isn\u2019t just a golf story. It\u2019s part of a broader recalibration across sport. Traditional formats still matter, but they\u2019re no longer the only show in town. Newer properties are experimenting with pace, presentation and personality \u2013 from the short-form theater of pro snooker shootouts, where players are on the clock, to the influencer-fuelled energy of football\u2019s Baller League, which is taking Europe and the US by storm.<\/p>\n
Each is chasing the same prize \u2013 younger audiences who expect sport to feel closer, louder and more shareable. Dunkley sees LIV playing a similar role for golf.<\/p>\n
\u201cThe LIV Golf live experience is extremely different from the traditional live golf experience,\u201d he says. \u201cThere\u2019s music playing, it\u2019s far less intimidating and much more festival-like. It\u2019s just more accessible for families and for people who are newer to the game.\u201d<\/p>\n
It\u2019s the Twenty20 cricket analogy all over again: shorter, punchier formats that act as an on-ramp, not a replacement. Hook people in with entertainment, deepen the relationship through content and then monetize it through commercial partnerships and sponsorships, which go full circle to fund the whole show.<\/p>\n
For brands, this seismic shift in sport opens new doors. A franchise team with a defined identity, a content engine and a membership base starts to look less like a tournament sponsor and more like a media platform.<\/p>\n
Content first, broadcast second<\/p>\n
That\u2019s where Majesticks\u2019 strategy gets interesting. The tournament is just one touchpoint. The real battle is for attention between the actual events.<\/p>\n
\u201cJust having live broadcast of the tournaments and not being able to lift the curtain and show people who you are is simply not enough any more,\u201d Dunkley says. \u201cContent is massive for us.\u201d<\/p>\n
Social introduces the team. Longer-form video builds fandom. Behind-the-scenes access, preparation rituals and raw reactions become the connective tissue. In other words, it\u2019s personality over polish.<\/p>\n
For commercial partners, that\u2019s gold dust. A challenger AI brand or tech player can plug into an ongoing narrative rather than a single logo placement.<\/p>\n
\u201cI think the bigger thing is having a clear identity that people want to be associated with,\u201d Dunkley adds. \u201cBrands that are pioneering or challenger-minded align naturally with us.\u201d<\/p>\n
Building a golf club without a course<\/p>\n
Perhaps the most telling metric isn\u2019t broadcast reach or even trophies. It\u2019s community. Majesticks talks about itself as a \u201cgolf club without a golf course,\u201d with around 50,000 members and regular physical and digital events. That language feels less PGA, more startup.<\/p>\n
It\u2019s also a clue to where sports brands are heading \u2013 away from one-way spectatorship and towards belonging. Fans don\u2019t just watch. They join, interact, buy, comment, show up. The rebrand, then, is less about aesthetics and more about giving that community a flag to rally around. A moment that makes sense<\/p>\n
With LIV entering its fourth full season, broadcast deals expanding (LIV Golf is now available on TNT and Discovery+ in the UK and Ireland) and with the early turbulence settling, this feels like the point where teams can move from \u2018new\u2019 to \u2018established.\u2019 From insurgent to institution. Majesticks\u2019 identity \u2013 proud, defiant, unmistakably British \u2013 mirrors that transition.<\/p>\n
It\u2019s a signal that the franchise doesn\u2019t just want to exist inside a disruptive league. It wants to outlast it. In the end, that\u2019s the bigger takeaway for marketers watching from the sidelines. Sport isn\u2019t just rights and reach any more. It\u2019s story, symbolism and community architecture.<\/p>\n
Get those right and the badge becomes more than decoration. It becomes shorthand for everything a fan \u2013 or a sponsor \u2013 wants to belong to. For Dunkley\u2019s Majesticks, the shield is just the start.<\/p>\n","protected":false},"excerpt":{"rendered":"As the new LIV Golf season tees off in Riyadh, the all-Brit franchise has unveiled a new brand…\n","protected":false},"author":2,"featured_media":462435,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[566],"tags":[64,63,755,85],"class_list":["post-462434","post","type-post","status-publish","format-standard","has-post-thumbnail","category-golf","tag-au","tag-australia","tag-golf","tag-sports"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/462434","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=462434"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/462434\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/462435"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=462434"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=462434"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=462434"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}