LIV Golf, the controversial golf tour backed by Saudi Arabia’s Public Investment Fund (PIF), has announced a multi-year partnership with collectibles firm Panini.
The deal makes Panini the exclusive trading card partner for the LIV Golf League.
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Panini – which has never made any sort of golf trading card up to this point – will now make the first-ever official trading cards for professional team golf.
Panini’s inaugural line will include physical trading cards featuring match-worn memorabilia and autographs from LIV Golf players.
The company plans to introduce the LIV Golf trading cards with its popular Prizm and Impeccable brands, as well as launching a LIV Golf Panini Instant card program where real-time cards will be released after tournaments, highlighting winning moments and memorable shots throughout the season, as well as LIV Golf Team sets.
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LIV Golf commissioner and chief executive Greg Norman said: “LIV Golf is thrilled to partner with Panini, a global brand committed to connecting with fans around the world through the love of sport.
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By GlobalData“Just as our league continues to innovate and bring professional team golf mainstream, our partnership will introduce new products to the market for millions of passionate fans and collectors to enjoy. As a former player, I’m particularly excited for our players and teams as we work with Panini to elevate their platforms in this space.”
Mark Warsop, chief executive of Panini America, added: “We have often thought about how to introduce some of our most popular trading card brands to golf, but the sport always had challenges. LIV Golf brought a whole new dynamic into the sport with its fresh, unique, and innovative approach.
“The team and league format aligns itself to something that did not exist that creates another level of collectability for fans.
“LIV Golf, with the world’s best players and how the league targets a younger consumer audience with their event tournament format, aligns perfectly with our brands.”
Earlier this month LIV Golf partnered with business payments firm Corpay as its official corporate FX provider.
Through the deal, Corpay’s Cross-Border business will manage LIV Golf’s corporate foreign exchange transactions and deliver solutions that manage currency exposure for international payments.
In January, meanwhile, sports protection services firm US Integrity and LIV Golf announced a formal partnership covering gaming integrity monitoring, compliance, and education.
This year’s LIV Golf League will feature 14 events in eight countries.
The series, which launched in 2022, has thus far managed to attract a selection of the world’s top golfers by paying them eye-watering sums.
