LIV Golf, the controversial golf tour backed by Saudi Arabia’s Public Investment Fund (PIF), and JCB, the construction and agricultural machinery manufacturer, have announced a multi-year title sponsorship deal.

Under the agreement, LIV’s third event in the UK will be titled LIV Golf UK by JCB and take place from July 26 to 28 at the JCB Golf & Country Club in Rocester, England, marking the final event outside the US for the 2024 season.

JCB will have a presence across the tournament, with its machinery featured around the grounds and activations in the fan village.

LIV Golf recently unveiled a major commercial tie-up with California-based sports and entertainment company AEG Presents.

Through a multi-year exclusive deal between the two parties, AEG Presents and its Concerts West subsidiary will be responsible for organizing musical acts and concerts around worldwide LIV events.

In late February, meanwhile, LIV announced a new tie-up with streaming platform Caffeine.

This year’s LIV Golf League features 14 events in eight countries.