LIV Golf Here to Stay – Another Team Adds Apparel Sponsor

In the wake of the unspecified terms of the LIV-PGA Tour-DP World Tour combination, many have speculated that LIV would be left to wither and die now that the Saudi Public Interest Fund (PIF) accomplished it’s primary goal of gaining access to the countless businesses that work with the established golf leagues.

That, however, hasn’t occurred yet, and it appears less and less likely with each passing week.

 

 

 

 

 

 

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A post shared by 4Aces Golf Club (@4acesgc)

Dustin Johnson’s 4Aces Golf Club, who won the 2022 Inaugural LIV Team Championship with DJ, Pat Perez, Patrick Reed and Peter Uihlein on the roster, has just announced an apparel sponsorship with Extracurricular, a brand I’ve not heard of but is founded on strong roots. The brand was, in fact, founded by Chris Chris Rosaasen, who helped launch successful performance lifestyle brands like Rosasen and TravisMathew.

“Partnering with Extracurricular is an exciting step forward for our team,” said Dustin Johnson, 4Aces GC Captain who once spent 64 consecutive weeks as the number one golfer in the world. “Professional golfers understand the importance of having comfortable and functional apparel that allows us to focus on our game. But with 4Aces, we go further. We are ‘Obsessed with Better’ and Extracurricular apparel fits perfectly with our core principles of embracing the grind to deliver championship performance while looking stylish as we do it.”

 

 

 

 

 

 

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A post shared by extracurricular (@_excr_)

Extracurricular describes itself as something that “is the perfect mix of refinement and irreverence. Think Steve McQueen meets Woody Allen.Champagne meets PBR. Athleisure meets its much cooler, confident cousin.” And, for me at least, that catches my attention.

It is worth noting that this announcement isn’t probably news to the internet sleuths, as DJ has been featured on Extracurricular’s social media channels since LIV’s Mayakoba event, i.e., shortly after he and adidas announced they would be parting ways.

Further noteworthy is that this signals that brands are becoming increasingly more comfortable with the LIV product, and are confident that money spent on sponsorships offers value. Indeed, among other partnerships, Brooks Koepka’s Smash GC secured an apparel sponsorship with Bald Head Blues and Ian Poulter’s Majesticks GC secured a sponsorship with cryptocurrency exchange OKX.

While LIV critics may be quick to pick on the fact that the sponsors don’t have the same prestige as some other brands, there’s no disputing the fact that locking in a LIV sponsorship now may be an invaluable opportunity to get your foot in on the ground floor and then (hopefully) ride the elevator to the top once the merger works itself out.

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With two events left on the 2023 LIV calendar, I wouldn’t be surprised if a few LIV sponsorships are announced (along with a few more once the 2024 schedule is confirmed). Indeed, Brooks Koepka and Smash are uniquely positioned in that he is the only LIV golfer (as of this moment) that will be playing at the 2023 Ryder Cup. So if he has a strong showing, I wouldn’t be surprised if Smash GC isn’t just cheering about their captain winning.