LIV Golf Korea sees increase in strategic commercial partnerships and market engagements

Busan event celebrates South Korean culture through localized corporate and fan-focused experiential activations

Retail footprint expands with multi-day New Era pop-up activation in Seoul ahead of tournament week

BUSAN, SOUTH KOREA – LIV Golf today announced the expanded corporate partnership network supporting this week’s LIV Golf Korea 2026 event, highlighting the league's growing corporate presence in East Asia. Taking place from 28-31 May, at Asiad Country Club in Busan, the tournament showcases the league’s ability to generate a meaningful domestic corporate footprint through structured commercial partnerships and localized team activations celebrating Korean culture.

EXPANDED LOCAL PARTNERSHIPS AND MARKET ACTIVATION

LIV Golf Korea features a significant portfolio of local and regional suppliers and partners, including six regional event partners - five of whom are engaging with the League for the first time. The alignment with premier domestic brands underlines the market's strong appetite for consumer engagement and premium activations, as well as LIV Golf’s commitment to supporting business in its global markets.

Key local commercial integrations activating on-site include:

• Kolon Motors: Serving as the returning Official Automotive Partner and Official Luxury Vehicle Partner of LIV Golf Korea, Kolon Motors is supplying BMW vehicles for the tournament fleet, transporting players throughout the event and underscoring the strength of global partnerships built on excellence, innovation, and premium performance at the League’s world-class event this week in Busan The brand is also executing a 15m x 15m activation space featuring a BMW vehicle display alongside an on-course vehicle display at a selected tee box, a fan Hole-in-One challenge, and a Lucky Draw experience.
• Paradise Busan Hotel: Serving as the Official Hotel Partner of LIV Golf Korea, the premier integrated hotel resort company has established a 10m x 10m activation space with a premium interior tent setup, featuring a ‘PARADISE on Shot’ experience, a dedicated photo zone, and promotional giveaways including Majesty golf clubs and balls, hotel stay vouchers, and custom eco bags.
• Daesun: Operating as the Official Soju Partner of LIV Golf Korea, the brand is introducing local engagement via a 10m x 10m ‘Busan is Daesun’ branded booth featuring a Lucky Roulette experience and a fan photo zone, while serving a signature tournament cocktail featuring Soju and pineapple juice at concessions across the venue.

Additional prominent partners driving operations and supplier infrastructure include Bahri, Baeksong Holdings, DN Solutions, and DAOU Wine alongside a significant portfolio of internationally recognised global partners, such as Aramco, HSBC, Maaden, Riyadh Air, Rolex, ROSHN Group and Salesforce.

COMMERCIAL EVOLUTION OF KOREAN GOLF CLUB FRANCHISE

The tournament serves as a major commercial milestone for the newly rebranded Korean Golf Club franchise, highlighting the K-Golf culture that is the foundation of the team. The team introduces three entirely new corporate team sponsors to the LIV Golf ecosystem, showcasing embedded business equity.

The franchise has secured a multi-year, founding partnership with PLUS, a division at Hanwha Life, which stands as South Korea's oldest and leading life insurance company. Furthermore, the team is supported by AMAZINGCRE - a premium Korean golf wear brand recognized for engineering apparel around actual golfer movement that serves as the performance apparel partner - and the Busan Paradise Hotel, ensuring a deeply integrated local corporate network.

COMMUNITY REVENUE AND FAN ENGAGEMENT METRICS

Aligning with the league’s global objective to introduce localized market activations, LIV Golf’s commercial footprint extended into retail properties prior to tournament week. From

May 21-23, a public pop-up retail activation took place at the New Era Apgujeong store in Sinsa-dong, Gangnam District, Seoul. The supplier partner activation featured a putting challenge for custom prizes, opportunities to customize a LIV Golf Team x New Era Cap and Korean Golf Club t-shirts, and exclusive event t-shirts made available at New Era Apgujeong and New Era Busan Gwangbok stores. The pop-up featured a special photo and autograph session with Korean Golf Club Captain, Byeong Hun An, on Saturday, May 23, managed by spokesperson Kylie Kim, the Korean Golf Club’s Brand Strategist.

South Korean contemporary golf apparel brand WAAC (Win At All Costs), a LIV Golf apparel licensing partner, has launched an official merchandise collection for LIV Golf Korea 2026. Created in collaboration with traditional local artist Lee Ji-won, the nine-piece collection blends modern performance apparel with traditional Korean dancheong patterns and features WAAC’s signature character wearing a traditional gat hat. Tailored to the league's younger fan demographic, the limited-edition line is available on-site this week at Asiad Country Club, at Kolon Mall, and at premier regional retail destinations including Shinsegae Centum City and Lotte Busan.

As equity continues to build within the team franchise models, Korean Golf Club’s official performance apparel partner, AmazingCre, has expanded its commercial footprint with a series of high-visibility dedicated franchise retail activations leading into and during tournament week in collaboration with the full-Korean roster. Executed across select local department stores, these high-visibility activations feature exclusive Korean Golf Club team merchandise to bring the league's unique franchise model directly to regional shoppers. Additionally, the brand is anchoring this fan-facing retail strategy on-site at Asiad Country Club with dedicated pop-ups, offering fans the limited-edition Korean Golf Club x AmazingCre Collection, highlighting exclusive merchandise and apparel available in limited quantities exclusively on-site during the event.

On-site during event week, the commercial strategy emphasizes high-visibility fan engagement and structured hospitality. The Fan Village will feature a three-meter-tall Korean Golf Club White Tiger team logo positioned for fan photo opportunities and social sharing. Additionally, an exclusive on-course team hospitality experience will operate on the 9th green for invited guests and fans, featuring an adjacent dedicated merchandise structure to service regional stakeholders.

The layered corporate activations in South Korea reinforce LIV Golf’s overarching mission to expand the sport on a global level, bring new audiences to the game, and create fresh value within the international golfing ecosystem. As the league continues to redefine the fan experience through the unique lens of music, culture, and entertainment across five continents, the commercial integration in Busan highlights a constantly innovating property. LIV’s growing footprint in East Asia continues to develop its powerful foundation for a new era of players, corporate stakeholders, and fans worldwide.

Tickets and Event Information

Limited tickets for LIV Golf Korea 2026, taking place 28-31 May at Asiad Country Club, are still available at LIVGolf.com. Fans are encouraged to purchase now as inventory is limited. Premium Hospitality packages and corporate experiences are available here, with specialty-priced group tickets are also available for parties of 10 or more. Children aged 12 and under receive complimentary Grounds Pass admission (one per paying adult). For details on parking, transportation, accessibility, and daily logistics, visit LIVGolf.com. All LIV Golf tickets include same-day access to live concert performances including LIV Golf Korea’s After Play with Peggy Gou following Round 3 on 30 May. Additional ticket offerings for Saturday’s concert can be found here. For more on the 2026 schedule, visit LIVGolf.com/Schedule.