LIV Golf, the controversial golf tour backed by Saudi Arabia’s Public Investment Fund (PIF), and JCB, the construction and agricultural machinery manufacturer, have announced a multi-year title sponsorship deal.

Under the agreement, LIV’s third event in the UK will be titled LIV Golf UK by JCB and take place from July 26 to 28 at the JCB Golf & Country Club in Rocester, England, marking the final event outside the US for the 2024 season.

JCB will have a presence across the tournament, with its machinery featured around the grounds and activations in the fan village.

LIV Golf recently unveiled a major commercial tie-up with California-based sports and entertainment company AEG Presents.

Through a multi-year exclusive deal between the two parties, AEG Presents and its Concerts West subsidiary will be responsible for organizing musical acts and concerts around worldwide LIV events.

In late February, meanwhile, LIV announced a new tie-up with streaming platform Caffeine.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

This year’s LIV Golf League features 14 events in eight countries.