LIV Golf, the Saudi-backed professional golf league, has announced Riyadh Air as its latest official partner in a multi-year sponsorship deal. The agreement represents another major sports investment by Saudi Arabia’s Public Investment Fund (PIF) and reinforces the kingdom’s growing influence in international golf. This deal is part of a broader Saudi initiative to use sports as a vehicle for economic diversification and global brand expansion.
The partnership will see Riyadh Air become a global sponsor of LIV Golf, with its branding prominently featured at events, on digital platforms, and across the league’s international broadcasts. The deal positions Riyadh Air as an emerging global aviation brand, aligning its marketing strategy with Saudi Arabia’s Vision 2030 initiative to expand its presence on the world stage. Given the airline’s planned launch in 2025, this sponsorship will provide a high-profile platform for Riyadh Air to increase its visibility among international travellers, luxury consumers, and business professionals.
LIV Golf CEO Greg Norman welcomed the partnership, highlighting the shared ambition between LIV Golf and Riyadh Air to revolutionize their respective industries. “This collaboration underscores our commitment to delivering a world-class sporting product, while also contributing to Saudi Arabia’s broader economic and tourism goals,” Norman stated. The league, which has already made headlines for attracting elite players with lucrative contracts, sees this deal as another step toward securing long-term financial stability and credibility in the global golf market.
This sponsorship aligns with Saudi Arabia’s continued push to invest in premium global sports properties, following its involvement in Formula 1, football, and combat sports. The partnership provides Riyadh Air with exposure to golf’s affluent audience, further solidifying its brand positioning ahead of its scheduled launch in 2025. Saudi Arabia is already investing heavily in golf infrastructure, including the development of high-end courses and elite training programs, signalling its intention to become a major hub for the sport in the coming years.
With major names like Brooks Koepka, Cameron Smith, and Dustin Johnson competing in LIV Golf, the partnership with Riyadh Air signals continued confidence in the league’s commercial model. The deal is also expected to support Saudi Arabia’s ambitions of bringing premier golf events to the region, potentially including future LIV Golf tournaments hosted in the kingdom. In addition to sponsorship, LIV Golf has hinted at increased investment in grassroots golf initiatives, supporting youth academies and training programs across Saudi Arabia.
As the 2025 season approaches, LIV Golf’s growing commercial portfolio, backed by state-funded investments, positions it as a long-term disruptor in the professional golf space. The addition of Riyadh Air to its sponsorship ecosystem highlights the evolving dynamics of Saudi sports investment, where golf, football, and motorsports remain key priorities for expansion. With more partnerships expected in the coming months, LIV Golf’s financial model and influence on the sport continue to reshape the professional golf landscape, with Saudi Arabia at the forefront of this transformation.