LONG LIV GOLF
LONG LIV GOLF
2025
LIV Golf
From disruptor to destination — how a purpose-driven brand platform doubled attendance and drove 150% revenue growth in a single season.
From disruptor to destination — how a purpose-driven brand platform doubled attendance and drove 150% revenue growth in a single season.
The Context
When I joined LIV Golf in 2024, the league was approaching a pivotal moment. It had successfully disrupted professional golf - but disruption alone was no longer enough. LIV Golf had polarized the global golf fan and media communities, and its marketing had largely focused on promoting individual events. That approach had attracted early adopters, but it wasn't building a brand. A more aspirational marketing direction was needed — one that could unify the league's efforts, broaden its appeal, and mark a genuine shift toward a more welcoming phase of its existence..
The Challenge
Golf is a sport steeped in tradition. While millions play the game worldwide, that tradition can become an anchor - the sport has long been perceived as exclusive, inaccessible, and resistant to change.
LIV Golf was created to challenge that perception and welcome more people to the sport, yet the marketing challenge it was facing was more specific. The league had been communicating the WHAT - team-based golf, faster format, and a festival-like experience - without ever clearly articulating the WHY.
Without a magnetic brand purpose and unified communication architecture, marketing spend was fragmented, stakeholder alignment was difficult, and the league's commercial story was incomplete.
The Solution
LIV Golf needed a brand platform that answered that WHY — one that positioned the league not just as a disruptor, but as a genuine force for growing the game globally. That insight became the strategic foundation for everything that followed.
As the marketing lead throughout the project, I led internal teams and our agency partners from initial briefing through creative development and into campaign execution, and ensured the platform translated consistently across every event environment. I defined the measurement plan in partnership with our Insights & Analytics team, building in both brand health tracking and commercial metrics from the start. Before a single piece of creative went live, I led the socialization of the platform with internal leadership and external partners — ensuring the organization was aligned behind it before we asked fans to believe it.
The result was Long LIV Golf — a brand platform that gave the league a clear purpose, a unified voice, and a creative idea with the ambition to match. We launched it at scale: a fully integrated campaign, anchored by a placement at Super Bowl LIX and amplified through a series of sports and lifestyle media partnerships. It was a deliberate signal — not just to fans, but to the industry — that LIV Golf had entered a new era. The platform cascaded across paid media, owned channels, in-event experience, and broadcast, with consistent creative expression at every touchpoint.
The Impact
By the end of the 2025 season, event attendance had doubled year-over-year and revenue had grown 150% — results that reflected both the strength of the platform and the discipline of its execution. Brand tracking research confirmed what the numbers suggested: a 33% increase in attendance consideration and meaningfully improved understanding of the league's points of difference. Media sentiment, which had been a persistent headwind, shifted — coverage that had previously been predominantly critical became broadly favorable as the platform reframed the conversation around the sport's future. Most significantly, LIV Golf had become a proposition capable of attracting both new and existing golf fans.
The Takeaway
Promoting events and offers will generate transactions. Building a brand generates belonging. The Long LIV Golf platform worked because it gave audiences a reason to care — not just about what LIV Golf was doing, but about what it stood for. Without clearly communicating your WHY, you are limiting your business to a relationship that is transactional by nature and easy to substitute. That's the difference between marketing for an initial audience and marketing to build a fanbase.
LONG LIV GOLF
LONG LIV GOLF
2025
LIV Golf
From disruptor to destination — how a purpose-driven brand platform doubled attendance and drove 150% revenue growth in a single season.
From disruptor to destination — how a purpose-driven brand platform doubled attendance and drove 150% revenue growth in a single season.
The Context
When I joined LIV Golf in 2024, the league was approaching a pivotal moment. It had successfully disrupted professional golf - but disruption alone was no longer enough. LIV Golf had polarized the global golf fan and media communities, and its marketing had largely focused on promoting individual events. That approach had attracted early adopters, but it wasn't building a brand. A more aspirational marketing direction was needed — one that could unify the league's efforts, broaden its appeal, and mark a genuine shift toward a more welcoming phase of its existence..
The Challenge
Golf is a sport steeped in tradition. While millions play the game worldwide, that tradition can become an anchor - the sport has long been perceived as exclusive, inaccessible, and resistant to change.
LIV Golf was created to challenge that perception and welcome more people to the sport, yet the marketing challenge it was facing was more specific. The league had been communicating the WHAT - team-based golf, faster format, and a festival-like experience - without ever clearly articulating the WHY.
Without a magnetic brand purpose and unified communication architecture, marketing spend was fragmented, stakeholder alignment was difficult, and the league's commercial story was incomplete.
The Solution
LIV Golf needed a brand platform that answered that WHY — one that positioned the league not just as a disruptor, but as a genuine force for growing the game globally. That insight became the strategic foundation for everything that followed.
As the marketing lead throughout the project, I led internal teams and our agency partners from initial briefing through creative development and into campaign execution, and ensured the platform translated consistently across every event environment. I defined the measurement plan in partnership with our Insights & Analytics team, building in both brand health tracking and commercial metrics from the start. Before a single piece of creative went live, I led the socialization of the platform with internal leadership and external partners — ensuring the organization was aligned behind it before we asked fans to believe it.
The result was Long LIV Golf — a brand platform that gave the league a clear purpose, a unified voice, and a creative idea with the ambition to match. We launched it at scale: a fully integrated campaign, anchored by a placement at Super Bowl LIX and amplified through a series of sports and lifestyle media partnerships. It was a deliberate signal — not just to fans, but to the industry — that LIV Golf had entered a new era. The platform cascaded across paid media, owned channels, in-event experience, and broadcast, with consistent creative expression at every touchpoint.
The Impact
By the end of the 2025 season, event attendance had doubled year-over-year and revenue had grown 150% — results that reflected both the strength of the platform and the discipline of its execution. Brand tracking research confirmed what the numbers suggested: a 33% increase in attendance consideration and meaningfully improved understanding of the league's points of difference. Media sentiment, which had been a persistent headwind, shifted — coverage that had previously been predominantly critical became broadly favorable as the platform reframed the conversation around the sport's future. Most significantly, LIV Golf had become a proposition capable of attracting both new and existing golf fans.
The Takeaway
Promoting events and offers will generate transactions. Building a brand generates belonging. The Long LIV Golf platform worked because it gave audiences a reason to care — not just about what LIV Golf was doing, but about what it stood for. Without clearly communicating your WHY, you are limiting your business to a relationship that is transactional by nature and easy to substitute. That's the difference between marketing for an initial audience and marketing to build a fanbase.
LONG LIV GOLF
LONG LIV GOLF
2025
LIV Golf
From disruptor to destination — how a purpose-driven brand platform doubled attendance and drove 150% revenue growth in a single season.
From disruptor to destination — how a purpose-driven brand platform doubled attendance and drove 150% revenue growth in a single season.
The Context
When I joined LIV Golf in 2024, the league was approaching a pivotal moment. It had successfully disrupted professional golf - but disruption alone was no longer enough. LIV Golf had polarized the global golf fan and media communities, and its marketing had largely focused on promoting individual events. That approach had attracted early adopters, but it wasn't building a brand. A more aspirational marketing direction was needed — one that could unify the league's efforts, broaden its appeal, and mark a genuine shift toward a more welcoming phase of its existence..
The Challenge
Golf is a sport steeped in tradition. While millions play the game worldwide, that tradition can become an anchor - the sport has long been perceived as exclusive, inaccessible, and resistant to change.
LIV Golf was created to challenge that perception and welcome more people to the sport, yet the marketing challenge it was facing was more specific. The league had been communicating the WHAT - team-based golf, faster format, and a festival-like experience - without ever clearly articulating the WHY.
Without a magnetic brand purpose and unified communication architecture, marketing spend was fragmented, stakeholder alignment was difficult, and the league's commercial story was incomplete.
The Solution
LIV Golf needed a brand platform that answered that WHY — one that positioned the league not just as a disruptor, but as a genuine force for growing the game globally. That insight became the strategic foundation for everything that followed.
As the marketing lead throughout the project, I led internal teams and our agency partners from initial briefing through creative development and into campaign execution, and ensured the platform translated consistently across every event environment. I defined the measurement plan in partnership with our Insights & Analytics team, building in both brand health tracking and commercial metrics from the start. Before a single piece of creative went live, I led the socialization of the platform with internal leadership and external partners — ensuring the organization was aligned behind it before we asked fans to believe it.
The result was Long LIV Golf — a brand platform that gave the league a clear purpose, a unified voice, and a creative idea with the ambition to match. We launched it at scale: a fully integrated campaign, anchored by a placement at Super Bowl LIX and amplified through a series of sports and lifestyle media partnerships. It was a deliberate signal — not just to fans, but to the industry — that LIV Golf had entered a new era. The platform cascaded across paid media, owned channels, in-event experience, and broadcast, with consistent creative expression at every touchpoint.
The Impact
By the end of the 2025 season, event attendance had doubled year-over-year and revenue had grown 150% — results that reflected both the strength of the platform and the discipline of its execution. Brand tracking research confirmed what the numbers suggested: a 33% increase in attendance consideration and meaningfully improved understanding of the league's points of difference. Media sentiment, which had been a persistent headwind, shifted — coverage that had previously been predominantly critical became broadly favorable as the platform reframed the conversation around the sport's future. Most significantly, LIV Golf had become a proposition capable of attracting both new and existing golf fans.
The Takeaway
Promoting events and offers will generate transactions. Building a brand generates belonging. The Long LIV Golf platform worked because it gave audiences a reason to care — not just about what LIV Golf was doing, but about what it stood for. Without clearly communicating your WHY, you are limiting your business to a relationship that is transactional by nature and easy to substitute. That's the difference between marketing for an initial audience and marketing to build a fanbase.