What is LIV Golf Investments?

Greg Norman Liv Golf Investments

If you’ve had your finger on the pulse of professional golf, you will probably have heard the name LIV Golf Investments. 

What is LIV Golf Investments? 

LIV Golf Investments is a company set up to drive an expansion of the Asian Tour. 

It was founded in 2021, pledging to grow the game in Asia and provide more opportunities for Asian golfers. 

It is also the body behind the LIV Golf Invitational series - or to give it another name, the Saudi Golf League.

Who’s behind it? 

The company is being backed by the Saudi Arabian Government’s public investment fund, which is its majority shareholder. 

So far it's got group companies in the UK and USA, and plans to open Asian offices.

It's also brought several high-profile executives on board.

• Saudi golf league announces UK event

How much money are we talking about? 

Initially LIV promised to invest $200 million in the game, making it one of the biggest investments in the history of professional golf. 

That figure rose to $300 million at the same time as the company announced a series of 10 events – the International Series - to be held around the world, including one tournament in the UK. 

That has since been usurped by the creation of the LIV Golf Invitational, a series of eight events around the world worth a total $255 million in prize money.

Isn’t Greg Norman involved? 

That’s right. In October 2021 he was installed as the chief executive, and said the company would help the Asian Tour become a “powerful new force on the world golf stage”. 

He has regularly insisted he got involved because of his long-held mission of improving golf in Asia. 

• Turnberry "lined up" to stage Saudi Golf League event

Hasn’t it proved a bit controversial? 

Because of its perceived links to the Saudi government, LIV has faced accusations of “sportswashing” - that is, the act of using high-profile sporting events to improve one’s reputation. 

There are also fears over potential plans to fund a breakaway ‘super league’ to rival the PGA and DP World tours. 

However, those accusations have been refuted, with Norman saying he wants LIV to work “side by side” with other organisations within the game. 

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