The controversial LIV Golf Tour has brought in DAOU Vineyards as a commercial partner for the next three years.
Through a deal, DAOU, a Californian wine brand owned by Treasury Wine Estates, becomes the golf series’ exclusive wine partner, with the partnership set to make its debut at the LIV Golf Miami event between April 4 and 6.
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The brand will be present at a range of 2025 LIV Golf tournaments, through a specific activation space – at the Miami event, this will be located in the fan village. The DAOU wine range, meanwhile, will be available at all concession stands, including in hospitality areas.
In addition, DAOU Vineyards also becomes the wine partner of 4AcesGC, one of the 13 LIV teams, and will activate there through its products being poured “in the team’s hospitality chalet at select US events.”
Monica Fee, senior vice president and global head of partnerships at Saudi-owned LIV Golf, has said: “DAOU’s pioneering approach to winemaking perfectly aligns with our mission to revolutionize golf and elevate the fan experience.
“Their presence will enrich the tournament atmosphere, offering fans a premium selection of world-class wines that enhance the excitement, competition, and prestige of our events.”
In terms of LIV Golf’s list of sponsors, Saudi Arabian mining company Maaden and the Riyadh Air airline are pillar partners – LIV is owned by the Saudi Public Investment Fund – while Bahri (transportation and logistics) and JCB are the series’ presenting partners.
10 events remain on the 2025 LIV Golf schedule, with the Miami tournament then followed by an event in Mexico City between April 25 and 27.
In terms of overall LIV activity, mid-March saw a new global free-to-air broadcast deal with international OTT streaming service DAZN unveiled.
The multi-year deal covers over 200 international markets, with DAZN gaining exclusivity in a number of prominent European and Asian territories – including Austria, Belgium, Canada, France, Germany, Italy, Japan, Portugal, and Switzerland.
Alexis Kirkland, Treasury Americas’ vice president of luxury marketing, added: “LIV Golf is redefining the sport with its innovative, high-energy format, and that pioneering mindset is something we deeply connect with.
“This partnership allows us to bring the spirit of DAOU to a dynamic new audience, elevating the golf experience with wins that embody passion, precision, and boldness.”
