LIV Golf has announced a multi-year partnership with Rick Shiels, marking the first official collaboration with a content creator in the league’s history.
Through this partnership, Shiels will serve as a LIV Golf ambassador, offering his fans unparalleled access to the league’s players, teams, and courses.
The partnership, which will see Shiels attend all 14 LIV Golf events this season, aims to connect LIV Golf’s players with a new generation of fans, leveraging Shiels’s dedicated audience through his YouTube channel and social media platforms.
“Partnering with LIV Golf provides an incredible opportunity to take my content to the next level,” said Shiels, whose Rick Shiels PGA YouTube channel first launched in 2012 and has since become the world’s largest golf channel with 2.93m subscribers. “From playing with some of the best golfers in the world to showcasing their courses and teams, I can’t wait to share this journey with my audience. Together, we’re bringing fans closer to the action and showing the world a new side of golf.”
“Rick’s creativity and passion for the game align perfectly with our mission to grow the sport and connect with a broader audience,” said Adam Harter, LIV Golf Chief Marketing Officer. “Through this collaboration, Rick will give fans an inside look at the incredible courses we play around the globe, bring them closer to our players, and offer a unique perspective on what makes team golf so fun and compelling. Together, we’re opening new doors for fans and bringing them closer to the sport than ever before.”
As part of the partnership, Shiels, who is a qualified PGA Professional, will launch TotShots in 2025, a recreational golf programme designed for children aged 3 to 5. Through engaging games and activities, TotShots will introduce young players to the game while promoting coordination, teamwork, and confidence. LIV Golf will contribute $50,000 annually to the initiative, reinforcing a shared commitment to growing the game.