LIV Golf, LPGA, and Ryder Cup Tee Up Next-Gen Tech Partnerships

LIV Golf has entered into a groundbreaking partnership with Salesforce in a move designed to redefine how the game is experienced on and off the course. Following the appointment of Salesforce as its global AI partner, LIV Golf will integrate the company’s digital labour platform, Agentforce, into its fan engagement tools, broadcast experiences and operational workflows.

At the heart of the collaboration is the “Fan Caddie,” an AI-powered companion that delivers curated content, interactive updates and tailored experiences to fans throughout tournaments. This tool will serve as a digital concierge, adapting to each user’s preferences and engagement habits to deliver timely highlights, behind-the-scenes content and strategic insights.

In parallel, the “Agent Caddie” will support broadcast teams with dynamic storytelling features. The AI tool will suggest optimal playing strategies, predict shot outcomes and surface contextual statistics in real-time, enhancing the narrative depth of the LIV Golf broadcast product. These innovations position LIV Golf at the forefront of next-gen sports broadcasting.

From an operational standpoint, the partnership aims to optimise LIV Golf’s internal workflows and commercial opportunities. Agentforce will provide real-time reporting on fan interactions, assist with event logistics and enable more targeted sponsor activations through advanced segmentation tools. The initiative reflects LIV Golf’s broader strategy to blend entertainment, sport and innovation in a cohesive, data-driven ecosystem.

Meanwhile, the LPGA has unveiled a separate multi-year partnership with financial technology firm Sage, which becomes the tour’s Official Finance Software Partner. The collaboration will focus on empowering players, many of whom operate as independent businesses, with the tools and knowledge to manage their careers both competitively and commercially.

The partnership will also help modernise the LPGA’s internal financial operations. With Sage’s cloud-based finance solutions, the tour aims to streamline decision-making, improve transparency and foster a high-performance culture behind the scenes.

Elsewhere in the world of sport-tech collaboration, The Ryder Cup has confirmed Motorola Solutions as its Official Safety Technology Supplier for the 2025 and 2027 events. The partnership will bring advanced two-way radios and AI-powered video security systems to Bethpage Black and Adare Manor, ensuring seamless communication and real-time monitoring for fans, staff and players.