LIV Golf checks in Riyadh Air deal

LIV Golf has revealed a multi-year partnership with Riyadh Air, taking effect from the 2025 season.

The new Saudi airline, which is set for launch later this year, will benefit from significant promotion across the London-headquartered golf league’s 14 global events across nine countries, including on-course branding.

Riyadh Air will also receive prominent brand visibility during TV broadcasts of the Saudi-backed golf series.

The deal sees the airline add to its growing partnership roster, which also includes Spanish football giants Atletico Madrid, the WTA Finals, and North, Central and South American football’s governing body, Concacaf.

To celebrate the new partnership, a number of LIV Golf stars attended the launch event, including Sergio Garcia, Bryson DeChambeau, Dustin Johnson, Joaquin Niemann, and Jon Rahm.

The 2025 LIV Golf season gets underway today, with its opening event in Riyadh running until 8th February.

“We are incredibly excited to partner with LIV Golf, a league that is transforming the sport of golf with its exciting format and commitment to growing the game globally,” said Tony Douglas, CEO at Riyadh Air.

“This partnership aligns perfectly with our values of innovation, excellence, and community engagement, and the growth plans for both organizations are hugely positive for the future.”

Scott O’Neil, CEO at LIV Golf, added, “This partnership shares a commitment to delivering a best-in-class experience for golf fans around the world.

“We both have a bold vision and ambitious plans with a long runway of success ahead.”

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