LIV Golf makes new move to challenge PGA after offering ‘mouth-watering’ fees

The seemingly unstoppable expansion of the LIV Golf setup continues, with the rebel league announcing the opening of yet another new office – this time in London.

LIV made its first appearance at Centurion Golf Club in St Albans in June 2022 and has been on a steady rise ever since, offering “mouth-watering” fees to their golfers.

The formation of the breakaway league sent tremors through the professional golf world when the PGA Tour decided to take a firm stance against their newfound rival by suspending members who opted to join the Saudi venture.

Despite holding its position at the top of professional golf alongside the PGA Tour, the American-based circuit revealed plans to reverse its stance on the Middle East by partnering with the Public Investment Fund of Saudi Arabia (PIF).

This unexpected twist followed an announcement by PGA Tour commissioner Jay Monahan that the circuit had reached an unforeseen framework agreement with PIF. With LIV boss Greg Norman seemingly left out of the surprise deal, the future of the breakaway circuit in the rapidly changing landscape remained uncertain.

However, more than a year after the startling announcement, it appears LIV is here to stay, having once again expanded with the opening of new offices in London. The news was shared by LIV’s creative director Will Newell, who gave a sneak peek of the new headquarters in an Instagram post.

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“New London office opens this week. Fit out by Echospace London,” Newell penned, indicating a significant expansion for the contentious LIV Golf league as they enhance their UK, New York, and Florida presence. This move highlights their drive to take the tour worldwide, aligning with their on-course and corporate strategy ambitions.

The insurgent tour plans to hold 14 events in eight countries, reflecting the international goals fervently pursued by LIV’s marquee player, Phil Mickelson. In May, Mickelson expressed his optimistic stance: “I think there’s a lot of things that are going to transpire over the next five or ten years.”

“I’m very bullish and excited about what that means for LIV Golf. There’s also a lot of uncertainty. I think the thing that I do know is I think the quality of the players will continue to get better each year. I think that the ability and the sites that we move to throughout the world will continue to excite players and excite fans..”

“We’ll be going to more countries outside of the United States that really are starving for world-class professional golf, and we’ll have a lot more receptions like we had at Adelaide.”

With the unveiling of LIV’s posh new London base, the anticipation builds for their return to British greens. This year, the Saudi-backed event is poised to launch at the JCB Country Club on July 26, following two years at Centurion Golf Club.

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