Liv Golf Moves To New Office Space In N.Y. and Appoints Adam Harter As Chief Marketing Officer

Company

Location

About

LIV Golf is a professional men's golf tour established in October 2021, aiming to transform the sport with a more dynamic and spectator-friendly format. The name "LIV" stands for the Roman numeral 54, reflecting both the score achievable by birdieing every hole on a par-72 course and the tour's unique 54-hole tournament structure, which is shorter than traditional events. Financed by the Public Investment Fund of Saudi Arabia, LIV Golf is part of the country's Vision 2030 initiative to diversify its economy through sports investments. Led by former world number one golfer Greg Norman, the tour attracts top talent with innovative tournament formats and significantly higher prize money. LIV Golf has successfully signed prominent players, including Phil Mickelson and Dustin Johnson, and focuses on creating engaging events that enhance the entertainment value for spectators. The company also invests in global expansion, including a $300 million commitment to elevate golf in Asia.