Growing a new global sporting platform from scratch
The Challenge
Fifty were appointed at LIV Golf’s launch to build and engage a completely new set of fans for their upcoming global challenger series. This involved understanding golf lovers across the world, the LIV “haters”, and new groups of fans present in other sports that LIV wished to engage with their reinvention of the game.
The Solution
Fifty’s technology allowed us to understand LIV and its primary rival, the PGA tour, as well as a range of other US challenger sports, all of which have a variety of different fan compositions. By understanding the make-up of each sport, and taking into account the commercial and positioning objectives of LIV Golf, we were able to identify key fan groups that existed across the target markets.
Within existing golfing fans, we identified two primary groups critical to driving viewers and fans to the broadcast, as well as winning over the longer term ambitions of the LIV Golf property. In addition, we identified 3 new significant growth opportunity Audiences. New "future" fans that other challenger series where resonating with, but golf in its traditional form was struggling to engage.
The Results
Across 8 events in 2022 and 7 in 2023, a continuously evolving campaign strategy addressed key audiences to take the LIV Golf ticket sales campaign to market. This activity reached 500m people and engaged over 10m of them, leading to over $10m in gross ticket sales.
Across its first ever season LIV was able to achieve approximately 4x brand awareness than the Laver Cup (tennis's new challenger sport), 17x more than the Big3 and 18x more than SailGP.
