LIV Golf and Beyond Sports Launch New Gaming Platforms to Enhance Fan Engagement
LIV Golf and Beyond Sports, a Sony group company, have officially launched LIV Golf Fantasy and LIV X, two new gaming platforms designed to redefine global golf fandom through gamification and interactive engagement. The platforms aim to increase accessibility for new fans and deepen connections with the sport for existing enthusiasts.
Expanding the LIV Golf Experience
The collaboration marks Beyond Sports’ first venture into the golf market, signaling a strategic expansion for the Sony-owned company. These innovative gaming experiences are built around LIV Golf’s League, Teams, individual events, and its 14-event international season. The goal is to blend world-class competition with entertainment and culture to grow the game worldwide. Sony states the platforms are designed to make the game more accessible through low-friction playables and inclusive gaming formats.
LIV Golf Fantasy: A New Way to Play
LIV Golf Fantasy is a free-to-play, season-long fantasy game designed to extend fan engagement throughout the entire season. It is built to be accessible to both new and lifelong golf fans. LIV Golf highlights the game’s dynamic competition format.
LIV X: A Digital Engagement Hub
LIV X functions as a digital engagement hub, offering fans quizzes, polls, and daily games. Players can earn points to unlock tiered benefits and redeem rewards through a loyalty platform. This platform aims to provide a premium digital experience, encouraging fans to engage with League and player content and build deeper connections throughout the season.
Industry Reaction
Denise Taylor, Chief Technology Officer at LIV Golf, emphasized the importance of technology in driving fan engagement. “It makes the sport more interactive, fosters social connections, and provides entertainment for our fans and passionate golfers worldwide,” Taylor said. Sony likewise noted this is just the start of a multi-year effort to find more opportunities for golf fans to engage with the action.
Formula E and Levy Merchandising Partner for Global E-commerce
In a separate development, Formula E has appointed Levy Merchandising as its exclusive global e-commerce supplier and licensed product rights holder. Launching during Formula E’s Season 12, the multi-year agreement will see Levy Merchandising manage the all-electric motorsport series’ global digital retail operations, including an exclusive fanwear collection. Both organizations share a commitment to social and environmental standards, aligning with Formula E’s B Corp certification and Levy’s sustainable supply chain initiatives. LIV Golf reports this partnership focuses on a “fan-first” philosophy.
Chelsea FC Honors History with New Clothing Range
Chelsea Football Club has unveiled a new clothing range honoring its decades-long bond with the Chelsea Pensioners of the Royal Hospital Chelsea. The range features designs incorporating the historic Percy the Pensioner figure and the Pensioners’ scarlet uniform. A percentage of the profits will be donated to the Royal Hospital Chelsea, which provides lifelong care to former soldiers. The connection between the club and the hospital dates back to Chelsea’s earliest days.
Emirates GBR and Howden Strengthen SailGP Partnership
The Emirates Great Britain SailGP Team has expanded its relationship with Howden, elevating the insurance group to a tier 2 global partner for the next two years. This upgraded agreement underscores Howden’s commitment following a successful first year, during which Emirates GBR won the Season Championship, the Impact League, and topped the points leaderboard. The partnership also focuses on environmental stewardship and social impact, with Howden supporting STEM education initiatives.
Optasia Championships Partners with TENZING
The 2026 Optasia Championships has named TENZING as an official partner. TENZING will supply its natural energy drink to spectators and players throughout the tournament and receive on-site branding and digital activation across the PSA’s channels. The partnership aligns with the energy and intensity of professional squash and TENZING’s focus on sustainability and natural performance.