The breakaway LIV Golf setup has continued its growth, with the breakaway circuit opening new offices in London in addition to their inaugural headquarters at Centurion Golf Club opened in June 2022.
Phil Mickelson always predicted LIV Golf would continue to grow
The expansion of the LIV Golf setup seems unstoppable, with the renegade league announcing yet another new office opening – this time in London.
LIV made its debut at Centurion Golf Club in St Albans in June 2022 and has been on an upward trajectory ever since. The creation of the breakaway league sent shockwaves through the professional golf world when the PGA Tour decided to take a hard line against their newfound competitor by suspending members who chose to join the Saudi venture.
Despite maintaining its position at the pinnacle of professional golf alongside the PGA Tour, the American-based circuit revealed plans to reverse its stance on the Middle East by partnering with the Public Investment Fund of Saudi Arabia (PIF).
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This surprising turn of events followed an announcement by PGA Tour commissioner Jay Monahan that the circuit had reached an unexpected framework agreement with PIF. With LIV boss Greg Norman seemingly left out of the surprise deal, the future of the breakaway circuit in the rapidly evolving landscape remained uncertain.
However, more than a year after the shocking announcement, it seems LIV is here to stay, having once again expanded with the opening of new offices in London. The news was shared by LIV’s creative director Will Newell, who gave a sneak peek of the new headquarters in an Instagram post.
“New London office opens this week. Fit out by Echospace London,” Newell penned, signaling a strategic expansion for the controversial LIV Golf league as they bolster their presence with new digs in the UK, New York, and Florida. The move underscores their ambition to globalize the tour, a vision that’s playing out both on the greens and in their corporate strategy.
The renegade tour is set to host 14 events across eight countries, embodying the global aspirations long championed by LIV’s headline act, Phil Mickelson. Back in May, Mickelson shared his bullish outlook: “I think there’s a lot of things that are going to transpire over the next five or ten years.”
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“I’m very bullish and excited about what that means for LIV Golf. There’s also a lot of uncertainty. I think the thing that I do know is I think the quality of the players will continue to get better each year. I think that the ability and the sites that we move to throughout the world will continue to excite players and excite fans..”
“We’ll be going to more countries outside of the United States that really are starving for world-class professional golf, and we’ll have a lot more receptions like we had at Adelaide.”
With the grand opening of LIV’s swanky London headquarters, the countdown begins to their anticipated return to British turf. This year, the Saudi-funded tournament is set to tee off at the JCB Country Club on July 26, after a two-year stint at Centurion Golf Club.
