LIV Golf Adelaide 2025 unpacked
A look inside LIV Golf Adelaide's pre-promotion activity, new partnerships and the economic and non-economic benefits the event delivers to South Australia
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LIV Golf Adelaide attracts some of the world’s best golfers and attention from across the globe. In just a few years, it’s cemented itself in Australia’s landscape of major international sporting events.
Here’s a look inside the event’s pre-promotion activity, new partnerships and the economic and non-economic benefits that it delivers to South Australia.
The SA Government is showing an appetite to build its economy and global profile through its major sports event portfolio, and LIV Golf is a key part of the plan
Here’s why…
Economic benefits
Major Events and Festivals such as LIV Golf are a significant driver for South Australia’s economy, generating more than $472 million in tourism expenditure annually.
The “Major Events Fund” has been set up by the SA Government to secure, support and/or develop new major events for the state.
It aims to:
Drive economic growth
Underpin confidence among businesses & consumers
Make SA a more attractive place to live, work, visit and invest
LIV Golf fulfills the above criteria, and its economic impact is on the rise.
Golf tourism is lucrative, and the average domestic and international golf traveler spends significantly more per trip than non-golf travelers in Australia
In 2024, LIV Golf Adelaide welcomed 94,000+ fans and contributed $71.1m to SA’s economy. This was up 10% on the inaugural event in 2023 which it attracted 77,000+ fans, and contributed $65m to the SA economy.
Additional 2024 stats:
9,145 visitor nights in Adelaide, staying an average of 3.86 nights
41% of ticket purchasers were from out-of-state
97% of fans who originated from outside of SA specifically traveled to Adelaide for the event
In 2025, LIV Golf Adelaide is anticipating a record-breaking 100,000+ fans to attend.
Non-economic benefits
Although the economic impact is often the key measurement of success, it's recognised by SA Premier, Peter Malinauskas that the benefit goes far beyond this:
“The real power with these events, comes from having the international media, and the national media all training their focus on our city and our state”
The elite sporting event attracts some of the world’s best golfers, while broadcasting Adelaide and South Australia around the world.
In 2024, LIV Golf Adelaide had a broadcast global household reach of 500m+ across 80 territories
Many of the world’s biggest golfers have social media followings in the millions, and they’re being encouraged by the golf industry to be more active on these platforms (more to come)
The event has attracted world-renowned entertainment acts and personalities across the past 2 years and the names will only get bigger in 2025 and beyond
The LIV Golf Tournament event is a “breakthrough” tournament and SA are trying to breakthrough
The resounding success of LIV Golf Adelaide in previous years has helped to position SA’s reputation as one of the best places to host blockbuster events, and its looking to go bigger and better again in February 2025.
Related: How negotiations for major sports events take place behind the scenes
Adelaide is getting behind LIV Golf...
The city is proving that size doesn’t always matter - sometimes, it’s a competitive advantage.
It's leveraging its population size to create an all-encompassing "LIV Golf city takeover" - a festival-like atmosphere that would be much harder to achieve in larger cities such as Sydney and Melbourne.
Adelaide is on a mission to achieve record-breaking attendance
Previous attendance:
2023: 77,000+
2024: 94,000+
In 2025, organisers expect 100,000+ fans across the 3-day event, setting a new LIV record.
To help achieve this, a national marketing campaign has been in full swing since September, driving interest, anticipation and ticket sales for the event.
Activity worth noticing:
An outdoor advertising campaign across Australia (Over 40% of fans and guests are coming from outside South Australia)
High-profile announcements generating earned media coverage including:
Major music acts such as FISHER, Dom Dolla and the Jungle Giants
Mick Fanning becoming the 2025 Adelaide Ambassador
The introduction of new family-friendly initiatives (alongside the SA Premier, Peter Malinauskas) such as transforming the 6th hole into a ‘Family Fairway’
Now, with tournament week here, the city is going all-in
From the moment fans touch down at Adelaide Airport, the LIV Golf experience begins.
A complete airport takeover, combined with city-wide advertising ensures that fans are immersed well beyond the golf course.
Tactics include:
Multiple LED illumination towers strategically placed throughout the city
Large format projection on 65 King William Street
The famous 8m LIV Golf branded inflatable golf ball
Mobile LED truck
Tram wraps and high-impact outdoor billboards
Pubs and golf clubs across the state decked out with LIV-branded collateral
The footbridge and railway station lit up in LIV’s signature green and blue
View more images here
In addition, a number of activation sites are being set up throughout the week to engage fans, and transform popular precincts into immersive entertainment zones.
These include:
Player signing sessions
Shuttle bus DJ booths
Photo surfboard moment
Night-time activations including a silent disco and virtual driving range
The eye-catching ad-campaigns, earned media coverage and experiential activity is going a long way to helping the tournament achieve its desired attendance record.
Earlier this week it was reported that GA tickets for Friday are sold out, and Tickets (+hospitality) are almost sold out for Saturday and Sunday. *By the time you read this it could be the case.
It’s not just the city getting behind the event, so are partners…
LIV Golf recently announced a collection of major Australian and global partners for LIV Golf Adelaide 2025
Here’s a look at who they are, and how they’re planning to activate.
BYD (Official Automotive Partner)
A global leader in new energy vehicles, BYD is set to unveil its cutting-edge electric luxury SUV, the BYD SEALION 7
Accor Hotel Group (Official Hotel Partner)
Providing premium accommodation for all players, families, caddies, tournament officials and staff.
Pirate Life Brewing (Official Beer Partner)
A beer brand founded locally in Adelaide, which has been involved since the events inception. Fans can look forward to the return of the PL x LIV Golf special-edition brew and flagship South Coast Pale, alongside the debut of Pirate Life’s South Coast Crisp Lager.
Suntory / Canadian Club & Suntory -196
Canadian Club (Official Dark Spirit Partner) has the naming rights to the concert stage that’s set to play host to some of the biggest names in music including Dom Dolla, FISHER and The Jungle Giants. Suntory -196 (Official Partner) will feature prominently within the bar and activation spaces.
South Ave (Official Partner)
The proud SA brand known for its zero-sugar, low-calorie beverages is building a vibrant bar activation and simulator near the concert area.
Entain (Official Betting Partner)
Ladbrokes (powered by Entain) is planning to roll-out a number of activations that add to the fan experience, including the “Ladbrokes 2 for $2MILLION SHOT” which will give two fans the chance to win up to $2m for a hole in one.
Drummond Golf (Official Tournament Partner)
Australia’s largest golf retailer is celebrating its 50-years. It's showcasing its dedication to supporting golf in the community and growing the game in Australia through its partnership.
La Roche-Posay (Official Sunscreen Partner)
La Roche-Posay will be providing fans with complimentary skin checks, free sunscreen samples and sunscreen stations throughout the course.
South Australian Tourism Commission (Official Destination Partner)
Leveraging LIV Golf’s global audience to highlight the state’s vibrant culture, stunning landscapes and world-class tourism offering.
SkyCity Adelaide (Official Entertainment Venue Partner)
Hosting an on-course party zone and free interactive activities across SkyCity venues.
Thomas Foods International (Official Supplier of Premium Meat & Seafood)
The family business with a proud South Australian heritage and global operations is a feature of the world-class hospitality menus.
Other recent LIV Golf partnerships worth noticing:
Riyadh Air became a global partner as part of a multi-year deal
Castore signed a multi-year partnership with Majesticks GC
Reebok announced a long-term partnership with Bryson DeChambeau and Crushers GC
Want to collaborate with Notice?
Do you have some news, insights & data, a press release, or an idea that you’d like to share? Or want to explore a collaboration on an article?
If you’d like to collaborate with Notice in any way, reach out to Matt on LinkedIn here or via email:
E: matthew.hughes@noticesports.com.au
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