LIV Golf, the golf tour backed by Saudi Arabia’s Public Investment Fund (PIF), has today unveiled a new partnership with Google Cloud, the internet giant’s cloud computing service, and technology solutions company PMY Group.
Under a multi-year agreement, Google Cloud will serve as a technology partner of the golf circuit.
LIV Golf will begin unveiling a series of advancements in fan engagement, real-time data and statistics streaming, course and event mapping, and customizable experiences for fans and broadcast viewers.
The parties claim the partnership will “help elevate the fan experience on and off the golf course and deliver personalized engagement unique to the sport.”
LIV will roll out a new ‘Any Shot, Any Time’ feature in mid-2024 on the LIV Golf Plus platform which it says will create “a highly innovative live broadcast experience.”
Fans will be able to select which golfers, teams, or groups they want to watch at any given time, as well as searchable and customizable on-demand highlight reels from any round of any LIV tournament.
In addition, LIV Golf will launch a Companion App — powered by Google Cloud’s AI technologies — which will provide fans with features such as 3D aerial overviews of each venue, advanced real-time statistics, virtual caddy views, and customized competition recaps.
The app will also launch later this year.
Matt Renner, president of Google Cloud, said: “LIV Golf has been associated with innovation from its inception. As the technology partner of choice for LIV and other PMY clients, we are thrilled to help them create more engaging fan experiences with our generative AI tools and cloud platform.”
LIV Golf commissioner and chief executive Greg Norman added: “This is a game changer for golf and most importantly, for the fans. We are proud to have Google Cloud on board as a technology partner of LIV Golf as we accelerate our league’s digital transformation with the pre-eminent brand in this space.
“Working with Google Cloud and other world-class partners, our advanced approach to technology and innovation will revolutionize golf as we bring the sport into the future.”
Google Cloud has partnerships with several sports organizations including Major League Baseball and the English Football Association, as well as the SoFi Stadium.
This year’s LIV Golf League will feature 14 events in eight countries. In November, the competition revealed the calendar for its 2024 regular season, with the tour set to visit Las Vegas in the US for the first time.
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.
LIV recently agreed a new two-year media rights deal in Spain with Movistar Plus, the pay-television operator owned by Telefonica.