Sponsors Are Warming Up to LIV Teams

While approximately a year ago, sponsors, including Royal Bank of Canada (RBC), were quick to terminate sponsorships with golfers who departed for LIV. But following the very unexpected announcement of the unification of the PGA TOUR, DP World Tour, and LIV, many of those same sponsors are probably kicking themselves while LIV golfers are now free to shop themselves and their teams to new potential partners.

 

 

 

 

 

 

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A post shared by Majesticks GC (@majesticksgc)

Hot on the news of the announcement, OKX, the second largest crypto exchange by trading volume and a leading Web3 technology company, announced that it would be the first official global sponsor of Majesticks GC—one of LIV’s 12 current teams that is comprised of Captain Ian Poulter, Lee Westwood, Henrik Stenson, Sam Horsfield, and Laurie Canter.

It is worth noting that OKX isn’t a stranger to brushing shoulders with the PIF, as they were co-investors in the McLaren Formula 1 team until the PIF announced it would be selling its stake in the team.

 

 

 

 

 

 

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A post shared by OKX (@okx_official)

While OKX may be the first, it is certain that they will not be the last to jump on the post-merger announcement opportunity. Indeed, rumors have been swirling for weeks that Nike has been sniffing around Brooks Koepka’s Smash GC, and it logically follows that the merger’s “cleansing” effect may only accelerate discussions, as well as opening the doors for other teams and sponsors that have been hesitant about aligning themselves with LIV for fear of facing the TOUR’s ire.

The only thing that may slow down other brands from partnering with the LIV teams is the uncertainty of what LIV will look like after 2023. Following the release of the Framework Agreement, it appears that team golf will continue after this season, but whether it will be under the LIV banner—and, if not, how the teams may be affected—remains uncertain.

Cover Image Via Instagram