Written by
May 06 2024
- 4 MIN
CMO Press Release story image

Former PepsiCo Senior Executive Will Lead All League Marketing, Branding, and Fan Engagement Efforts

LONDON, NEW YORK, WEST PALM BEACH, FL – LIV Golf today introduced Adam Harter as LIV Golf’s new Chief Marketing Officer. In this role, Harter will lead all marketing activities, including developing the league and team brands, growing the size and engagement of the global fan base, delivering unique and dynamic marketing initiatives for LIV Golf and The International Series, and championing partnerships to continue advancing the sport of golf around the world. He reports to Commissioner and CEO Greg Norman and has officially started with the League.

Harter is an award-winning, forward-thinking marketing executive with more than 22 years of experience at PepsiCo where he honed his marketing skills across Brand Management, Innovation, Consumer Promotions, Strategy, Media and Entertainment. Most recently, as SVP of Media, Sports & Entertainment, he oversaw some of the most monumental sports and entertainment sponsorship deals in history, leading transformative deals with the NFL, NBA, NHL, and MLB, with esteemed athletes such as LeBron James, Kyrie Irving, Jeff Gordon and Dale Earnhardt Jr., and iconic sports teams and venues including the Dallas Cowboys, New York Yankees, and Madison Square Garden.

He also orchestrated groundbreaking partnerships through the production of “Uncle Drew”, the first feature film based on an advertising character and the Grand Clio Award-Winning documentary THE SHOW on Showtime.

“I’m thrilled to join LIV Golf at a dynamic period in the league’s history and the history of the sport,” said Harter. “LIV Golf is already well-known for its groundbreaking innovations for golf and driving global fan and partner engagement that is unique in the sports landscape. I can’t wait to build on LIV’s early success and continue developing global league and team brands that will be recognized around the world. LIV Golf’s future is extremely bright, and the opportunities are endless.”

In addition to his profound impact on the sports landscape, Harter's influence extends into the music industry. Notably, he led the legendary entitlement for the Pepsi Super Bowl Halftime Show and its execution for over a decade, collaborating with music icons such as Jay-Z, Beyoncé, Justin Timberlake, Jennifer Lopez, and Dr. Dre to deliver unforgettable performances that captivated audiences worldwide.

He has also formed strategic partnerships with globally renowned artists such as Katy Perry, Bruno Mars, and Beyonce, co-produced Mary J. Blige’s inaugural “Strength of a Woman Festival” and in 2016 successfully integrated Pepsi into a 3-episode story arc with the #1 show on television (Empire on FOX).

Harter’s focus on innovation, creativity, and a relentless pursuit of excellence has made him a frequent recipient of multiple prestigious awards, including Sports Business Journal’s Top 50 Most Influential in Sports, Billboard Power 100 Most Powerful People in Music, Beverage World’s Top 50 Disruptors, and AdAge Media Maven.

“Adam brings a unique, world-class set of skills and experience that will bolster LIV Golf’s ongoing work and create incredible new opportunities to develop our league and team brands,” said LIV Golf Commissioner and CEO Greg Norman. “The addition of executives like Adam will help expand and deliver on the league’s long-term goals as we continue to reach fans across the world in new and exciting ways. We’re building a strong foundation of leading professionals dedicated to growing our league. We are proud of our many accomplishments thus far, but the best is yet to come.”

The sport’s first truly global league, LIV Golf’s 2024 schedule features 14 events in eight different countries. With offices in West Palm Beach, New York and London, the league’s star-studded, international field features 14 major champions as well as many of the sport’s biggest names: Jon Rahm (Legion XIII), Brooks Koepka (Smash GC), Bryson DeChambeau (Crushers GC), Cameron Smith (Ripper GC), Dustin Johnson (4Aces GC), Phil Mickelson (HyFlyers GC), Sergio Garcia (Fireballs GC), Joaquin Niemann (Torque GC), Tyrrell Hatton (Legion XIII), Bubba Watson (RangeGoats GC), Talor Gooch (Smash GC), and many more. 

The LIV Golf League is owned and operated by LIV Golf Investments whose vision and mission is centered around making holistic and sustainable investments to enhance the global golf ecosystem and unlock the sport’s untapped worldwide potential.

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