AI Technology: Revolutionising the Fan Experience for LIV Golf

LIV GOLF’S DATA LED SUCCESS

In the ever-evolving landscape of sports and entertainment venues, AI technology is acknowledged as a game-changer in brand activation, engagement and enhancing the fan experience. Architecture, engineering, consulting, and related fields are also increasingly recognising the transformative potential of AI-driven solutions to enhance patron experience and optimise revenue streams.

In this article, we delve into these advancements in an interview with Paul Yeomans, CEO of PMY Group, and Gabriel Clark, Vice President of Event Operations and Workflow at LIV Golf at the 2024 APAC Venue Management Congress. LIV Golf has made waves in the sporting world by integrating cutting-edge technology into their events an effectively utilising unified data platforms and AI-driven technology to optimise the fan experience and their global event franchise.

PY: Tell us about LIV Golf – one of the most exciting and recognisable sports franchises in the world.

GC: Well, I joined in December 2021, and we had our first event in May 2022. In the 24 months since then, we’ve put on 29 global golf tournaments and still have seven more to go this season. The goal has been simple from the very beginning: build a golf series that puts the fans' enjoyment front and centre while maintaining the sport's credibility. Under Greg Norman’s leadership, we’ve driven innovation across every aspect of the business.

PY: How quickly has LIV Golf scaled to be where it is today?

GC: Capitalising on scalability is a key focus. We spend a lot of time looking at what we can standardise, where we can economise, and how best we can understand our audience to improve efficiencies and drive higher margins. We’re averaging more than one event a month, which requires a strong, robust, and resilient team across all areas.

One of the main takeaways is that access to and management of multiple data sources have been central to LIV Golf's rapid scaling. This data-driven approach has enabled fast growth and facilitated the rollout of popular innovations like 'The Watering Hole' from Adelaide to other LIV Golf events. PMY has been core to this success, providing the essential data infrastructure and analytics that allow us to scale effectively and maintain high levels of fan engagement across all our events.

PY: LIV Golf’s development is widely recognised as a disruptor. What have been the factors that have led to your success, really being able to lean in and really own that space? How does real-time data play a role?

GC: Real-time data has been a game-changer for us at LIV Golf. It informs every aspect of our operations, from fan engagement to backend logistics. We gather and analyse data on fan insights, sensor data, scoring, crowd intelligence, and fan zones, all integrated into a live dashboard. This enables us to be agile, flexible, and adapt our strategies quickly.

Our "plan, do, check, act" methodology allows us to continuously test and refine our approaches at each event, driving rapid scaling and innovation. A prime example is the successful rollout of the Watering Hole activation, which we adapted from Adelaide to other events based on real-time feedback. This data-driven approach ensures we deliver an exciting and seamless experience for our fans and optimises our overall operations.

PY: For leaders, owners, and operators of premium events, venues, and stadiums, what are the parallels between their worlds and yours at LIV Golf? If we thought of the golf course as a stadium for example…

GC: Operating golf events presents unique challenges compared to fixed stadium events. Each golf course has its own layout and logistical considerations, and the outdoor setting adds complexity with unpredictable weather. This variability requires meticulous planning and adaptability.

Like any event operator, we focus on flexibility, attention to detail, and strategic problem-solving to create a seamless experience. We handle all the same elements: parking, ingress, egress, connectivity, amenities, concessions, and security. Unlike fixed stadiums, we must plan, design, and build these elements at each greenfield site. Every location requires a unique site plan, from parking to fan activations and concerts. This meticulous planning ensures we deliver a consistent and high-quality experience for our fans.

PY: Let’s talk about AI. How is LIV using AI to enhance the fan experience?

GC: AI allows us to offer real improvements for the broadcast and fans at our events. We aim to put the event experience in the palm of the fans’ hands. From instant replays to real-time score updates, AI enables a dynamic, personalised experience. Our partnership with Google has been instrumental in this, allowing us to create a fully curated experience for each fan, tailored to their preferences and behaviours.

AI technology is redefining the landscape of brand activation and engagement in sports and entertainment venues. Venues can now offer precise, data-driven insights into brand exposure, fostering stronger partnerships with sponsors and driving revenue growth. As demonstrated by LIV Golf, the future of sports and entertainment is bright, with AI leading the charge in creating unforgettable experiences for fans. For more infrormation on the partnership between LIV Golf, Google and PMY, click here.