LIV Golf

LIV Golf launched with the ambition of doing to professional golf what T20 did to cricket: a faster format, team-based structure, and a commercial model built around entertainment rather than tradition. The younger, mobile-first audience it needed to recruit were as likely to follow sport through short-form video as a broadcast schedule, so were not going to be won over by a website that looked and felt like every other golf property online.

As a start-up, there was no legacy platform to modernise but everything needed to be built from scratch. And 12 franchise teams with their own brand identities needed a digital presence distinct enough to build genuine fandom within one ecosystem.

Liv Golf came to UNRVLD to design and build the entire digital ecosystem: fan experience, ecommerce, ticketing, streaming, team franchise destinations and mobile app, at the pace of a live sporting season, for an audience in more than 180 countries.

UNRVLD designed and built LIV Golf's digital ecosystem as an interconnected platform on a composable stack leveraging Contentful for content, Vercel and Next.js for delivery, Shopify for commerce and Bynder for assets.

A design system was developed in collaboration with the LIV Golf brand team to feel nothing like traditional golf online, with a digital-first visual language closer to a lifestyle or entertainment brand. Bold colour, big type, clear space and photography replaced the data-heavy, heritage-led layouts typical of the category.

We built independent websites to give each of the 12 teams a first-class fan experience and the tools to establish their own digital presence, connect with audiences and grow their owned fanbases. Each carries its own visual identity, content feed and merchandise, but all draw on a shared architecture and component library.

The digital presence has helped to radically shift fan expectations around the game with a bold design and supercharged golf experience that emphasises LIV Golf's unique brand attributes and energy.

12 distinct team destinations give fans a reason to develop genuine fan loyalty, each carrying their own identity, content and merchandise while drawing on the ecosystem's capabilities.

Content adapts dynamically across the season: when a tournament is live, the platform shifts into championship mode, surfacing leaderboards, round progression and short-form video at the pace fans expect from digital-native sport coverage.

From discovery through to fandom, ticketing and merchandise, the ecosystem delivers on the objective LIV Golf set out with: a single platform where fans worldwide can follow the competition, connect with their team and engage with the sport on their own terms.