A new model for golf
- ClientLIV Golf Investments
- Services RenderedDeal Sourcing, Due Diligence, Investor Relations, Operational Modelling, Commercial Modelling
It takes guts to break through centuries of tradition, but it took more than that for 54 to reimagine one of the most storied sports of them all. It took unincumbered ambition and intimate knowledge of the game at the very highest level to ensure the dream became a reality. The result was a new product which stole the world’s attention.
54 started with a vision of positively disrupting the world of golf. As aspiring professional-golfers-turned-marketers, each of its founders wanted more for the sport than blue blazers and aging demographics. A short way into the 54 story, the opportunity arose to pen a new blueprint for the game at the top level; one which would yield more value for players, fans and brand associated with the sport.
The challenge was to conceptualise a new product that, by addressing the preferences of the modern sports fan, could unlock untapped value in the game.
$2bn Investment stewardship
Over a period of three pre-launch years, 54's leadership worked tirelessly to attract investment interest in the concept, while simultaneously refining the blueprint through a process of due diligence.
The competitive, operational and commercial models for the league were each developed and refined by 54 ahead of its launch at LIV Golf - London in June 2022. 54 was also responsible for player recruitment and contract negotiations, attracting some of the biggest names in the sport to LIV Golf League. Thereafter, 54's commercial, events and marketing teams were each engaged to make LIV Golf League a reality.
54 continues to help LIV Golf realise its full commercial potential with the recruitment of new partners to this day, while its event operations, guest management and marketing experts lead delivery programmes at all events outside of the US, including the record-breaking LIV Golf - Adelaide.
"The love of the game, wanting to grow it to a global market and be part of a team, be a captain and hopefully being a leader to teammates, it is something that is so, so special."
Almost 100,000 confirmed attendees to LIV Golf Adelaide 2024
$5m per event in on-site F&B, merch and hospitality sales
On 9 June 2022, after more than four years of strategic development, LIV Golf League launched with LIV Golf - London event at Centurion Club. It was a moment that will echo through history.
Since that day, LIV Golf events have been hosted around the world, with an ever-strengthening roster of players, including global stars Jon Rahm, Dustin Johnson, Phil Mickelson, Cam Smith, Brooks Koepka and Bryson DeChambeau, combining to produce a new brand of golf.
In just two seasons, LIV Golf has shown remarkable growth and success in tracking towards its foundational goals of bringing more value to all parties vested in golf on a global basis.
International viewership numbers continue to grow among ever-younger audience groups and across diverse mediums, technological innovation is delivering greater fan engagement to the LIV platform than enjoyed by its equivalents and numbers of new players into the game continue to be buoyant.
