LIV Golf today announced a multi-year strategic partnership with Rick Shiels Media, marking the first official collaboration with a major content creator in the league’s history. Through this partnership, Rick Shiels – the world’s most-followed golf content creator – will serve as a LIV Golf ambassador, offering his fans unparalleled access to the league’s players, teams, and courses.
The partnership aims to connect professional golfers with a new generation of fans, leveraging Shiels’s dedicated audience and fun content strands and LIV Golf’s innovative approach to the sport. With one-of-a-kind access to the league’s biggest stars, Shiels will elevate his content and introduce millions of fans to the world of LIV Golf through his YouTube channel and social media platforms.
“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.”
Shiels will attend all 14 LIV Golf League events, producing exciting and innovative content, including his signature series:
- Break 75: Showcasing the iconic courses where the stars play, Shiels will play all LIV Golf venues the week of the event, with the aim of breaking 75.
- 10 Shot Challenge: The most viewed content in the Rick Shiels Media library, he starts 10 under par as he takes on the biggest stars in the league.
- 5 Man Scramble: Team based golf with a fun twist – in the 5-man scramble Shiels will join each LIV team to see how low they can score over a 6-hole stretch. Two par 3’s, two par 4’s and two par 5’s. Find out if he will help or hinder the team and which team comes out on top for the year.
- 2 v 2 Matches: High-stakes head-to-head matchups as Shiels hosts a bracket tournament. 2 vs 2 from each LIV team throughout the season, with one team crowned as the champions.
Rick Shiels launched his “Rick Shiels PGA” YouTube channel in 2012 and has since become a global leader in golf content with 2.93 million subscribers and the world’s largest golf channel. Since inception, his channel has achieved more than 935 million total views with 20+ million hours watched in 2024 alone.
“Partnering with LIV Golf provides an incredible opportunity to take my content to the next level,” said Rick Shiels. “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.”
As part of this partnership, Shiels will launch TotShots in 2025, a recreational golf program designed for children aged 3 to 5. Through engaging games and activities, TotSlivhots 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 sport.
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