LIV Golf has agreed a commercial and technological partnership with Salesforce – by far its most significant sponsorship agreement to date.
The multi-year arrangement will see Salesforce branding appear at LIV events, starting with caddie bibs and on-course signage at this weekend’s tournament in Virginia.
Meanwhile, Salesforce’s array of portfolio of software and services used to transform the circuit’s backend infrastructure, player-facing services, and fan-facing digital activities. Salesforce is best known for its cloud-based customer relationship management (CRM) software, but has since branched out into other areas, such as data analytics and artificial intelligence (AI).
At the heart of this partnership is Agentforce, Salesforce’s digital labour platform, which will be used to make it easier for LIV to manage tournaments across the world.
Agentforce will help manage everything from equipment logistics through to staff coordination, while LIV will also benefit from new commercial opportunities enabled by audience segmentation, localised fan engagement, and real-time data insights. LIV hopes the rollout will ensure greater efficiency and scalability as it expands into more geographies.
LIV and Salesforce also plan to see how Agentforce can support players directly through real-time performance insights and recommendations, as well as personalised wellness tracking.
Salesforce’s technology will also be used to enhance LIV’s official mobile application and make it an indispensable second screen for fans watching at home or at the course. ‘Fan Caddie’ takes into account user location, stated preferences, and observed behaviours to deliver content and statistics, video highlights and other tournament experiences, such as ticket and merchandise requests based on this analysis.
Meanwhile, LIV’s live broadcast operation will benefit from ‘Agent Caddie’, which will integrate predictive shot outcomes, optimal strategies and contextual strategies into the global feed. Both Fan Caddie and Agent Caddie are expected to debut later this season.
“At LIV Golf, innovation drives everything we do — from the fan experience to the way we support our players and grow the game,” said Denise Taylor, head of product and technology at LIV Golf. “Our partnership with Salesforce marks a major step forward. With Agentforce, we’re bringing the power of AI technology to the forefront of sport, creating a more connected and engaged future for our fans, players, and the fantastic game of golf.”
“LIV Golf is reimagining what the future of sport can be, and with Agentforce, we’re helping bring that vision to life,” added Ariel Kelman, chief marketing officer at Salesforce.
Elsewhere in golf, the Ladies Professional Golf Association (LPGA) has become British software firm Sage’s latest North American partner. The SMB accounting, financial, human resources (HR) and payroll technology specialist is the new official finance software partner of the LPGA as part of a multi-year deal.
Finally, Motorola Solutions has been appointed official safety technology supplier of the 2025 and 2027 Ryder Cups. The firm will provide critical communications and video security technology for both tournaments, including two-way radios and AI cameras for organisers, and specialised radios for both US and European teams to communicate with one another on the course.
Credit: https://www.sportspro.com/news/liv-golf-salesforce-tech-ryder-cup-motorola-lpga-sage-june-2025/
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