LIV Golf is aggressively pursuing sponsorship opportunities as it navigates a period of both growth and financial scrutiny, according to recent statements from league executives. The Saudi-backed circuit has secured $500 million in sponsorship revenue over the past 10 months, a figure highlighted by LIV Golf CEO Scott O’Neil, and is aiming to double the number of event title sponsors in 2026.
The influx of sponsorship dollars, including deals with major brands like HSBC, Salesforce, Qualcomm, and MGM Resorts, signals a shift in perception for the breakaway league. Initially met with hesitation from some sponsors following its launch in 2021, LIV Golf is now attracting significant commercial interest. The addition of Rolex as a hospitality-focused partner further solidifies this momentum, complementing the brand’s existing relationships with all four major golf championships, the PGA Tour, DP World Tour, LPGA Tour, Asian Tour, and Ladies European Tour.
Chris Heck, LIV Golf’s president of business operations, clarified that the $500 million figure represents secured revenue across multi-year deals, not just for 2025. Heck, who joined LIV from Aston Villa last summer, emphasized the league’s strategy of positioning itself as a “global” competition, opening up a “wide range of options and opportunities” geographically and at both the league and team levels. This strategy has already yielded title sponsorships for four events in 2026, including partnerships with mining firm Ma’aden and real estate developer Roshn Group for tournaments in the US and Riyadh, respectively.
Heck anticipates further expansion of the sponsorship portfolio, aiming to double the number of event title sponsors within the next year. “We are going to them in those individual markets by selling title sponsorships,” he stated. “We’ve sold four for this year. We expect that to increase. In the next 12 months we expect that to double.”
LIV Golf’s commercial approach mirrors that of Formula 1, according to Heck. “We follow a very similar path to F1,” he explained. “They clearly have a different model where they don’t necessarily own their tracks and they don’t control their cars specifically on inventory. But other than that, we are very consistent. We go to some of the same markets, they’re all over the world and have different time zones, which makes it a little bit tricky with television.”
Despite the positive momentum on the sponsorship front, LIV Golf continues to face questions regarding its long-term financial viability. Recent reports indicate that the league’s UK entity has accumulated losses exceeding $1.1 billion since its inception in 2021, with losses reaching $481.8 million in 2024 alone. O’Neil has acknowledged that the circuit will likely remain lossmaking for the remainder of the decade.
However, Heck dismissed concerns about the league’s future, stating that the narrative questioning LIV’s long-term prospects is “a bit irresponsible.” He pointed to the commitment of major sponsors like HSBC, Rolex, and Under Armour, all of whom have signed long-term deals, as evidence of confidence in the league’s potential. “You don’t get some of the best brands in the world chasing a false dream,” he asserted.
The league is also undergoing changes on the course, shifting to a 72-hole format in 2026, aligning itself with the PGA Tour and DP World Tour. This decision reportedly came under pressure from players. Despite these changes and ongoing financial questions, LIV Golf maintains its focus on its own business plan and is not actively influenced by the progress of potential unification talks with the PGA Tour and DP World Tour.
“We have a business model, a business plan and a business mission that we’re very much focused on,” Heck said. “What the others do? Listen, we’re rooting for golf and as the world’s golf league we’re excited for the future.”
LIV Golf is also expanding its operational footprint, doubling the size of its London office and establishing a larger presence in New York, both focused on sponsorship activities. This expansion reflects the league’s commitment to building a strong organizational culture and attracting top talent, mirroring the approach Heck successfully implemented during his tenure at Aston Villa.
