LIV Golf, the controversial golf tour backed by Saudi Arabia’s Public Investment Fund (PIF), has 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.

Since launching in 2022, various high-profile music and entertainment acts have performed at LIV events. LIV has continually attempted to differentiate itself from golf’s other established tours by hosting concerts and other music acts around its tournaments.

Concerts West will now take over talent booking, artist management, show and venue planning, creative development, and technical production for those events.

The next LIV Golf tournament will take place in early April in Miami, Florida. Hip-hop icon Akon will perform there.

Greg Norman, the colorful commissioner and chief executive at LIV Golf, said: “Global leaders in sports, entertainment, and technology are embracing LIV Golf and recognizing how our game-changing league is connecting the sport with new audiences.”

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Earlier this month, a trio of LIV teams – Fireballs GC, Torque GC, and Stinger GC – announced LIV Golf’s first multi-team partnership deal with British apparel brand Stuburt.

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

This year’s LIV Golf League features 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.