LIV GOLF 2024

DRIVING INNOVATION & ELEVATING EXPERIENCES AT LIV GOLF

 

    • Unified Data Platform

    • OPTIC

    • Master Technology Services

    • Gen AI for Fan Engagement

    • CTO as a Service

LIV Golf delivers tournaments in nine different countries across four continents globally, with each event offering a unique blend of elite golf, entertainment and culture to fans around the world. In March 2023, LIV Golf partnered with PMY Group to embark on a transformative journey to modernise its technology infrastructure and elevate the fan experience.

What began as an engagement for Event Technology Management and 'Chief Technology Officer as a Service' offering evolved into a comprehensive partnership.

Intelligence was integrated into every aspect of LIV Golf’s events, supporting their ambitious vision for the future.

Known for its innovative approach to professional golf tournaments, LIV Golf sought a partner that could align with its vision for technological advancement and focus on five main pillars:

  • Unified Data Platform Development hosted on Google Cloud which integrates various data streams, providing a comprehensive view of operations and enhancing decision-making processes.

  • OPTIC – Crowd & Venue Intelligence to understand the patron experience, journey, activations, crowd flow to make real time data driven decisions.

  • Gen AI and Fan Engagement leveraging Google Cloud’s Vertex AI, PMY introduced the “Any Shot Any Time” feature, a first-of-its-kind innovation in golf broadcasting. An Interactive player portal, dynamic event scheduling and personalised fan experiences.

  • Master Technology Services included seamlessly managing and integrating various technology service and providers into a unified solution, Ensuring that all technology services at events operate smoothly and meet the high standards set by LIV Golf and strategic planning for future events.

  • CTO-as-a-Service provided strategic leadership to guide LIV Golf’s technology roadmap. This role included technology strategy development, hands on advisory support, governance and cybersecurity and data protection.

This case study delves into how PMY’s partnership with LIV Golf and Google Cloud has revolutionised the sport through cutting-edge technologies and strategic initiatives.

OUTCOMES AND IMPACT

The collaboration between PMY and LIV Golf has generated benefits across several areas driving operational excellence, fan engagement, strategic growth, and robust governance.

Unified Data Platform Development Driving Operational Efficiency

  • Streamlined Operations: The implementation of UDP and AI solutions by PMY has significantly streamlined LIV Golf's operations. This has led to reduced operational costs and enhanced the overall efficiency of their events.

  • Data-Driven Scaling: Leveraging PMY’s real-time data solutions, LIV Golf has scaled rapidly, averaging more than one event a month. The ability to standardise processes and effectively manage multiple data sources has been pivotal in maintaining robust and resilient operations across all events.

Gen AI Driving Fan Engagement

  • Innovative Features: With innovations like the "Any Shot Any Time" feature and personalised fan experiences, PMY has set new benchmarks for fan engagement within the sports industry. This has been particularly evident in the successful adaptation and rollout of popular features such as the "Watering Hole" from Adelaide to other events.

  • Real-Time Insights: PMY’s data infrastructure provides LIV Golf with real-time insights into fan behavior, allowing for agile and flexible adjustments to enhance fan experiences and ensure a seamless event execution..

Technology Driven Insight and Partnerships Driving Strategic Growth

  • Technological Leadership: The strategic collaboration with Google Cloud has positioned LIV Golf at the forefront of technological innovation in the sports industry. This partnership facilitates future growth and development, aligning with LIV Golf’s vision to continually innovate and expand.

  • Scalability: By focusing on scalable solutions and understanding audience dynamics, PMY has enabled LIV Golf to drive higher margins and improve efficiencies, underpinning their rapid growth and the successful rollout of new events and innovations.

Master Technology Strategy driving Leadership and Governance

  • CTOaaS Framework: The establishment of the CTOaaS (Chief Technology Officer as a Service) framework has provided LIV Golf with strong governance structures and strategic oversight. This framework ensures long-term success and sustainability, supporting the ongoing implementation of innovative strategies and technologies.

  • Continuous Improvement: LIV Golf’s "plan, do, check, act" methodology, supported by real-time data from PMY, allows for continuous testing and refinement. This approach has been integral to their ability to adapt and optimise strategies swiftly, ensuring high standards and sustained operational success

As we look ahead, PMY's partnership with LIV Golf continues to set new benchmarks in sports technology, paving the way for even greater innovation and enhanced fan experiences in future seasons.

 
 
Catherine WilcoxEvent Technology