[Picture: Getty]
[Photo: LIV Golf]
LIV Golf has announced HSBC as the league’s first financial sponsor in a multi-year deal while the banking and financial services giant will also support Bryson DeChambeau’s Crushers GC and the Majesticks team.
The agreement was revealed Thursday although HSBC is no stranger to golf, having been the naming rights sponsor of the former World Golf Championships-HSBC Championship, while the bank’s golf portfolio has included the Open Championship, the AIG Women’s British Open, the Abu Dhabi HSBC Championship, the HSBC Women’s World Championship in Singapore, and the CGA-HSBC China Golf Program.
The partnership with LIV will be rolled out immediately at this week’s LIV Golf Andalucía event at the famed Real Club Valderrama in Spain. HSBC’s involvement will then continue across all 14 tournaments on LIV Golf’s global calendar each year.
Interestingly, the deal includes team sponsorships for the Crushers GC, captained by two-time US Open champion DeChambeau, as well as the Majesticks GC, co-captained by Ryder Cup veterans Lee Westwood, Ian Poulter, and Henrik Stenson.
HSBC’s sponsorship also includes presenting rights for a new broadcast feature called “9 to Play,” which will air during every LIV Golf live broadcast which highlights key final-nine-hole moments.
Barry O’Byrne, HSBC’s CEO of International Wealth and Premier Banking, said the partnership aligned with the bank’s mission to open new opportunities in golf: “We are delighted to join forces with LIV Golf and are really excited to see what we can create together. HSBC has more than two decades of legacy in the sport and we can’t wait to bring another level of excitement to our clients and sport fans. We are looking forward to working with LIV Golf to continue to attract new audiences to watch and play the game. We are proud to continue to open up a world of opportunity for golf, both on and off the course and have LIV Golf alongside us on this journey.”
Added LIV Golf CEO Scott O’Neil said HSBC would also support LIV Golf’s community partnerships strategy, which focuses on opening up access to the sport for young players and creating financial literacy programs. LIV Golf has reported that 30 percent of attendees at its events have never before attended a professional golf tournament.
“HSBC’s track record in supporting and advancing the game of golf is inspiring and admirable, and we are proud to welcome them into LIV Golf’s growing roster of global partners… We appreciate HSBC’s confidence in supporting some of the world’s biggest stars as they introduce and showcase the sport and its opportunities to new audiences worldwide. Together, we have an opportunity to engage younger fans, connect through music, culture, and innovation, and inspire the next generation, unlocking meaningful potential for both our brands and the sport we love.”
HSBC’s partnership comes after the league signed deals with MGM, Salesforce, Qualcomm, Porsche, TikTok, Reebok, Callaway, PING, Aramco, Riyadh Air, Coupang Play, Treasury Wine Estates, Maaden, Castore, Greyson Clothiers, Asprey, AG1, Bahri, Caliente, Maestro Dobel, and others.
