LIV Golf

AEG Presents and LIV Golf reveal multi-year partnership to deliver golf fans entertainment

LIV Golf and AEG Presents have announced an exclusive multi-year partnership that will see AEG Presents and its subsidiary, Concerts West, book musical acts and produce live concerts for LIV Golf events around the world. The agreement further strengthens the golf brand’s “fan-first” event experiences that feature live performances by some of the biggest names in music and deliver one-of-a-kind golf events for audiences of all ages.

“We couldn’t be more thrilled to join forces with LIV Golf to bring world-class entertainment to this exciting new golf league,” commented Mark Norman, senior vice president of global touring of Concerts West, the subsidiary of AEG Presents. “This felt like such a natural fit for us, and to sit right at the intersection of sports and music will enable us to super-serve an audience that’s looking for an elevated experience at events and tournaments.”

“We are proud to partner with AEG Presents, one of the biggest live entertainment companies in the world,” said LIV Golf commissioner and CEO Greg Norman. “Global leaders in sports, entertainment and technology are embracing LIV Golf and recognising how our game-changing league is connecting the sport with new audiences. Through this partnership, the league’s fan-friendly tournament experiences and ‘Golf, But Louder’ ethos will reach new levels of excitement as we deliver even more value for fans in 2024 and beyond.”

Since launching the golf series in 2022, legendary entertainers and award-winning artists including Zac Brown Band, Tiësto, Nelly, Sebastián Yatra, Alesso and many more have performed for LIV Golf fans. Beginning this spring, AEG Presents/Concerts West will book musical acts and execute concert production for LIV around the globe, including talent booking, artist management, show and venue planning, creative development and technical production.