The Saudi-backed LIV Golf Tour has announced a new tech-focused partnership with consumer relations management platform Salesforce.
That company will serve as the global AI partner of the golf league.
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As part of the tie-up, the series will utilize Salesforce’s digital labor platform, Agentforce, to enhance fan engagement, player experience, broadcast innovation, and business operations.
To amplify LIV’s fan engagement efforts, the two parties will launch the Fan Caddie, a tool that will deliver personalized, real-time LIV Golf updates, curating content, highlights, and tournament experiences based on location, preferences, and behaviors.
Salesforce will also create the Agent Caddie tool to enhance golf broadcasts and digital content in real time. Features include predictive shot outcomes, optimal golf strategies, contextual stats, and narrative cues directly in LIV Golf broadcasts.
The Agentforce platform will additionally support LIV to “optimize” tournament operations and sponsorship, allowing the series and its partners to “unlock new commercial opportunities through advanced audience segmentation, smarter sponsorship alignment, and real-time impact reporting.”
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By GlobalDataLIV Golf and Salesforce are also exploring how Agentforce can support players directly, such as assisting with personalized wellness tracking, and providing real-time performance insights and recommendations.
Denise Taylor, head of product and technology at LIV Golf, has said: “At LIV Golf, innovation drives everything we do — from the fan experience to the way we support our players and grow the game.
“Our partnership with Salesforce marks a major step forward. With Agentforce, we’re bringing the power of AI technology to the forefront of sport, creating a more connected and engaged future for our fans, players, and the fantastic game of golf.”
Ariel Kelman, Salesforce chief marketing officer, added: “LIV Golf is reimagining what the future of sport can be, and with Agentforce, we’re helping bring that vision to life.
“The Fan Caddie, an immersive second screen experience, will offer fans deeply personalized content, experiences, and recommendations. The Agent Caddie agent will enhance the broadcast, providing rich, predictive insights directly to fans and commentators.”
In terms of recent LIV Golf commercial activity, the league brought in DAOU Vineyards as a partner in April for the next three years.
Saudi Arabian mining company Maaden and the Riyadh Air airline are pillar partners for the series – LIV is owned by the Saudi Public Investment Fund – while Bahri (transportation and logistics) and JCB are the series’ presenting partners.
The 2025 LIV Golf schedule has seven events remaining, with this weekend’s Virginia tournament then followed by an event in Dallas between June 27 and 29.
The season concludes with the LIV Golf Championship in Michigan between August 22 and 24.
Meanwhile, the Ladies’ Professional Golf Association (LPGA) has agreed a new multi-year partnership with Sage, the business management solutions company.
That firm will serve as the LPGA’s official finance software partner.
Through the agreement, Sage will be the presenting sponsor of a content series following LPGA athletes. The golf body will also have access to Sage solutions within its operations.
Mary Salter, LPGA chief financial officer and treasurer, said: “Their solutions will help us streamline operations, enhance decision-making, and continue to foster a high-performance environment. This partnership reinforces our commitment to the business side of sports, where effective financial management is key to achieving long-term success.”
The LPGA expands Sage’s growing North America sports sponsorship portfolio, which also includes Major League Baseball.
In late May, the LPGA elected experienced golf executive Craig Kessler as its new commissioner to succeed Mollie Marcoux Samaan.
