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LIV Golf Aims to Transform Experience into a Festival Atmosphere
In a bid to reshape the landscape of professional golf, LIV Golf, an emerging tour supported by Saudi Arabia, is drawing inspiration from the world of Formula 1 racing, aiming to create an inclusive atmosphere that attracts a diverse range of fans and entertainment options.
During a recent discussion at CNBC’s CONVERGE LIVE event in Singapore, LIV Golf CEO Scott O’Neil emphasized the importance of turning golfing events into more than just competitions. “The golf is who we are, but it’s really about the festival around golf that makes us different,” O’Neil stated, highlighting the initiative to provide a welcoming environment for families, couples, and friends alike.
O’Neil pointed out LIV’s approach of integrating various entertainment facets alongside the sport, exemplified by a recent event in Miami that featured a music festival, an art exposition, and a culinary celebration. The inaugural competition in Singapore, starting Friday, promises additional entertainment with a DJ scheduled to perform.
Drawing parallels to Formula 1, O’Neil noted that it is currently the only truly global sports league, and he described the environment surrounding an LIV event as reminiscent of the vibrant hospitality scene at a Formula 1 pit stop. This endeavor aims to cultivate an experience that appeals to a broader audience beyond traditional golf enthusiasts.
Having launched its inaugural competition in 2022, LIV positions itself as a competitor to the well-established PGA Tour, which has been synonymous with professional golf for decades. O’Neil revealed that approximately 30% of attendees at LIV tournaments are first-time visitors to golf events, with the average age being 15 years younger than that of competitors’ events. “In terms of reaching a new audience and introducing more people to the game, I think we’re a pretty interesting study, alright,” he asserted, underscoring LIV’s objective to modernize the sport and engage a younger demographic.
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