LIV Golf, the Saudi-backed team-based golfing tour, has announced a new partnership with sports prediction platform Novig.
The tie-up will establish a “first-of-its-kind” player integration during golf’s spring major championship season.
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The partnership marks the first time a prediction market will activate at a live professional golf event.
As part of the agreement, Novig will also be featured on the left sleeve of seven LIV Golf players competing in the season’s first major championship window from April 9 to 12.
Novig branding will feature on the uniforms of golfers Dustin Johnson, Sergio Garcia, Jon Rahm, Cameron Smith, Tyrrell Hatton, Tom McKibbin, and Charl Schwartzel.
The deal also includes broader integration across LIV Golf’s social ecosystem, including a social-driven content series and player-focused content.
Ahead of the first major of the season, the iconic Masters Tournament that gets underway tomorrow, Novig will introduce real-time trading and prediction opportunities tied to the week’s biggest storylines and moments, with a particular focus on LIV Golf players.
Chad Biggs, LIV Golf executive vice president of global sponsorship and activation, said: “This collaboration demonstrates how we’re evolving traditional partnership models and creating new ways for brands to connect with the broader golf ecosystem.
“Our league is constantly evaluating how we can engage partners across our global calendar and deliver the best experience for our players and fans. We also have an untapped opportunity to align partners with some of the best players during some of the most-watched moments in golf.
“Novig’s commitment to this first-of-its-kind agreement speaks to their belief in innovation and transformative partnerships, and we’re excited to continue to grow this relationship.”
In terms of recent activity, LIV Golf partnered with fantasy gaming and AI visualization firm Beyond Sports for the launch of two new gamified experiences to support the league.
LIV Golf Fantasy will be a season-long fantasy platform for the competition, while LIV Golf X will serve as a gamified experience hub featuring information, games, prizes, and tailored content.
The breakaway golf series also extended its partnership with global financial services company Corpay and brought in luxury Swiss watch brand Rolex as a new sponsor.
The next event on the 2026 LIV Golf calendar will be in Mexico City from April 16 to 19.
This year’s schedule features 14 events across 10 countries and five continents, which includes the league’s first-ever event in South Africa in March, as well as stops in Adelaide, Hong Kong, Singapore, the USA, and the UK, among others.
