LIV Golf strikes impressive partnership with luxury car brand for U.S.-based events

June 7, 2024

Ahead of its tournament in Houston, LIV Golf announced a new sponsorship deal with Maserati for three events.

LIV Golf added a massive sponsor to its resume on Friday for its LIV Houston event.

The Saudi-backed tour and its television partner, the CW Network, have teamed up with Maserati of North America for its next three events in the United States.

Maserati will be the vehicle partner this week in Houston, its third event of the season in the U.S. Maserati will also serve as a sponsor for its tournaments in Nashville, which is slated for the week after the U.S. Open on June 21-23, and in Chicago, scheduled for Sept. 13-15.

The luxury car brand will also receive additional exposure through the CW Network, which broadcasts the LIV tournaments.

This new partnership is massive for LIV Golf, even for a shorter period. Maserati is a global brand with a distinct logo. People know when they see one of its cars.

“This partnership is the perfect match,” said the head of Maserati North America, KellyMacDonald. “The LIV Golf brand shares our brand’s spirit of innovation and creates engaging, unique experiences for new and existing audiences to the sport. We are thrilled to highlight our latest performance, sports and super sports cars at these events while welcoming new golf fans to the Maserati family.”

In Houston, Nashville, and Chicago, Maserati will have displays and other branding on site. Pro-Am members will also have an opportunity to participate in a curated driving adventure. LIV and pro-am players will have drive routes to elevate the occasion even more.

The luxury brand will also be a part of other VIP hospitality options and concert experiences.

The cars that will be on-site are The GranCabrio Trofeo Spyder, the MC20 Cielo Spyder, the GranTurismo Trofeo, the GranTurismo Folgore EV coupe, and the Grecale Trofeo and Grecale Folgore EV SUVs.

“Maserati is synonymous with power, performance, elegance, and excitement—all attributes that align with the LIV Golf brand,” LIV Golf Senior Vice President and Head of Global Partnerships Monica Fee said.

LIV Golf is all about changing how people view golf. From its slogan, Golf but Louder, to how it hosts tournaments, it is not a traditional golf event.

Partnering with a brand like Maserati screams high-end and luxurious. While many cannot afford a Maserati, it will still give fans and others participating a unique experience that could help grow LIV Golf.