Salesforce and LIV Golf announce strategic partnership to power new era of fan and player experiences with Agentforce

SAN FRANCISCO, LONDON AND NEW YORK – Salesforce, the #1 AI CRM, and LIV Golf, have announced a strategic partnership that brings Agentforce, Salesforce’s digital labor platform, to the groundbreaking global golf league. This collaboration will help LIV Golf scale its global business infrastructure and operations with intelligent, autonomous AI agents to amplify fan engagement, player experience, and broadcast innovation.

Fueling a New Standard in Sport with Agentforce

Leveraging the full power of Salesforce, which brings together apps, data, agents and metadata in a single, deeply unified platform—LIV Golf will embed secure, trusted AI technology to:

• Supercharge Fan Engagement | Introducing The Fan Caddie powered by Agentforce
  With a shared vision to push the boundaries of sport and technology while serving LIV Golf’s vibrant/growing global fanbase, Salesforce and Agentforce will deliver dynamic, real-time LIV Golf updates tailored to each fan’s journey–curating content, highlights, and tournament experiences based on location, preferences, and behaviors. For example, the Fan Caddie will provide golf enthusiasts an immersive second screen experience within the LIV mobile app where they will receive shot-by-shot breakdowns, real-time updates on player stats and standings, support with ticket and merchandise requests, and recommended content that best aligns with the fan’s personal preferences.

• Enhancing Golf Broadcasts and Digital Content in Real Time | The Agent Caddie powered by Salesforce
  Agent Caddie will deliver predictive shot outcomes, optimal golf strategies, contextual stats, and narrative cues directly in LIV Golf broadcasts – enabling richer, more data-driven live coverage.

• Optimize Tournament Operations and Sponsorship
  From equipment logistics to staff coordination, Agentforce will optimize the operational engine behind LIV Golf events, helping to make every tournament smarter, faster, and more responsive. With limitless digital labor, LIV Golf and its partners will unlock new commercial opportunities through advanced audience segmentation, smarter sponsorship alignment, and real-time impact reporting.

• Elevate Global Expansion Efforts
  With events spanning the globe, Agentforce will help LIV Golf scale smarter by coordinating international operations, localizing fan engagement, and surfacing insights to drive global growth.

• Empower Player Experience On and Off the Course
  LIV Golf and Salesforce are also exploring how Agentforce can support players directly, such as assisting with personalized wellness tracking, and providing real-time performance insights and recommendations.

“LIV Golf is reimagining what the future of sport can be, and with Agentforce, we’re helping bring that vision to life,” said Ariel Kelman, Chief Marketing Officer, Salesforce. “The Fan Caddie, an immersive second screen experience, will offer fans deeply personalized content, experiences, and recommendations. The Agent Caddie agent will enhance the broadcast, providing rich, predictive insights directly to fans and commentators.”

“At LIV Golf, innovation drives everything we do — from the fan experience to the way we support our players and grow the game,” said Denise Taylor, Head of Product and Technology, LIV Golf. “Our partnership with Salesforce marks a major step forward. With Agentforce, we’re bringing the power of AI technology to the forefront of sport, creating a more connected and engaged future for our fans, players, and the fantastic game of golf.”

“We are excited about a long, impactful future ahead for LIV Golf, buoyed by our ability to welcome and engage a broader, more diverse global audience,” said Bryson DeChambeau, Crushers GCCaptain. “We are proud to welcome Salesforce into our growing family of partners, who will help us reimagine and amplify the golf experience through our shared goals of making the game more connected, inclusive and innovative.”

Click here to learn more about the LIV Golf and Salesforce partnership.