LIV Golf Secures $500M in Sponsorships, Eyes Further Growth in 2026

The upstart golf league has attracted major brand partnerships as it expands its global footprint.

Published on Feb. 7, 2026

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LIV Golf has secured $500 million in sponsorship revenue across multi-year deals, signaling growing confidence from major brands in the emerging sports league. Key partnerships with Rolex, Salesforce, Qualcomm, MGM Resorts, and HSBC demonstrate LIV Golf's strategic positioning as a 'global' competition with localized sponsorship opportunities. The league is following a similar model to Formula 1, prioritizing worldwide events with tailored sponsorship packages. LIV Golf is also expanding its media partnerships and regional presence to drive further growth, though questions remain about its long-term financial viability.

Why it matters

LIV Golf's ability to secure significant sponsorship deals, even as a new entrant in the golf landscape, highlights the league's strategic approach to attracting investment and building brand recognition. Its global outlook and localized sponsorship model mirror successful strategies used by other emerging sports leagues, demonstrating LIV Golf's ambitions to become a major player in the industry.

The details

LIV Golf has secured $500 million in sponsorship revenue across multi-year deals, including partnerships with Rolex, Salesforce, Qualcomm, MGM Resorts, and HSBC. The league has focused on a 'global' competition model, offering localized sponsorship opportunities and targeting a wider range of brands. This approach, coupled with aggressive pursuit of sponsorships, has yielded results. LIV Golf is also following a similar strategy to Formula 1, prioritizing worldwide events with tailored sponsorship packages. The league is actively embracing the growing engagement of younger audiences with golf, particularly through fashion, music, and culture, hoping to attract brands seeking to connect with this demographic.

  • LIV Golf launched in 2021.
  • LIV Golf plans to double the number of title sponsorships for events in 2026.

The players

Chris Heck

LIV Golf President of Business Operations.

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What they’re saying

“You don't get some of the best brands in the world chasing a false dream.”

— Chris Heck, LIV Golf President of Business Operations (newsy-today.com)

What’s next

LIV Golf is expected to remain lossmaking for the rest of the decade, and the proposed merger with the PGA Tour and DP World Tour has stalled. However, the league is actively expanding its international footprint, with 14 events planned across 10 countries and five continents in 2026.

The takeaway

LIV Golf's ability to secure significant sponsorship deals, even as a new entrant in the golf landscape, highlights the league's strategic approach to attracting investment and building brand recognition. Its global outlook and localized sponsorship model mirror successful strategies used by other emerging sports leagues, demonstrating LIV Golf's ambitions to become a major player in the industry.