Equipment manufacturers and the LIV Golf

In the past even news emerged of a lawsuit brought by Adidas against the Saudi League due to similarities found in the logos.

by Andrea Gussoni
Equipment manufacturers and the LIV Golf
© Getty Images Sport - Cliff Hawkins / Staff

Speaking of the relationship between large equipment manufacturing companies and LIV Golf, in the past even news emerged of a lawsuit brought by Adidas against the Saudi League due to similarities found in the logos.

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Now it appears that recent developments in the dispute between the PGA Tour and LIV Golf also have some implications for equipment manufacturers.
It is clear that the players who chose to sign with LIV Golf already had existing contracts, some of which have been terminated.

Only one manufacturer, PING, participated in the launch of the Saudi League, attending the first match at the Centurion Club in June 2022 and participating in several other tournaments over the past two years.
He has not terminated his current contracts, as evidenced by the logo on the cap of the fresh back-to-back winner at the AfrAsia Bank Mauritius Open, Louis Oosthuizen.
But the real turning point came with Jon Rahm's move to LIV Golf.

As is now well known, last year Spanish golfer Jon Rahm signed an extension to his contract with Callaway. This deal also includes an equity stake in the Topgof Callaway brand, establishing Rahm as the company's flagship brand ambassador.

In the press conference in which the contract renewal was announced, Rahm himself declared that Callaway will follow him in his career. This decision cannot go unnoticed by the company's competitors, considering that Callaway represents a quarter of the world market.

Taylor Made Golf, owned by Korea's Centroid Investment Partners, and Titleist, a duo of companies, Fila Korea, Ltd. and Mirae Asset Private Equity, will have to reconsider their strategy and carefully evaluate the developments that will follow the negotiation between PGA Tour and PIF.

LIV Golf, also known as Super Golf League is a professional golf circuit. It was founded in 2022, with the sponsorship of the Public Investment Fund (it is the sovereign wealth fund of Saudi Arabia)1. The circuit rivals the PGA Tour (United States) and the DP World Tour (Europe), offering substantially higher prize money.2​3​ The name LIV refers to the total number of holes to be played in each event (54 in Roman numerals, corresponding to 3 rounds of 18 holes), as opposed to the usual 72 holes (4 rounds of 18 holes) in other tours. Alternatively, 54 is the score obtained by making a birdie on each hole on a par 72.2 course.

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