When the LIV Golf professional men’s golf tour launched in 2022 as a rival to the PGA Tour, it set out to capture a younger, global fan base. The international league’s four-day, 72-hole format competitions, featuring both individual and team components, boast a festival-like atmosphere, with concerts and other events geared toward younger audiences.
“We definitely see interaction with younger fans, people who enjoy the cultural value around sport, as well as the event itself,” says Nick Connor, SVP of technology at LIV Golf.
The tour, financed by Saudi Arabia’s sovereign wealth fund PIF, is seeking to transform itself into an agentic enterprise as part of its efforts to further engage with those fans.