Salesforce’s Agentforce to Transform LIV Golf Fan Engagement, Player Experience, Broadcast Innovation, and Business Operations
San Francisco, London and New York – Salesforce, the #1 AI CRM, and LIV Golf, today announced a strategic partnership that brings Agentforce, Salesforce’s digital labor platform, to the groundbreaking global golf league. This collaboration will help LIV Golf scale its global business infrastructure and operations with intelligent, autonomous AI agents to amplify fan engagement, player experience, and broadcast innovation.
Fueling a New Standard in Sport with Agentforce
Leveraging the full power of Salesforce, which brings together apps, data, agents and metadata in a single, deeply unified platform—LIV Golf will embed secure, trusted AI technology to:
Supercharge Fan Engagement | Introducing The Fan Caddie powered by Agentforce
With a shared vision to push the boundaries of sport and technology while serving LIV Golf’s vibrant/growing global fanbase, Salesforce and Agentforce will deliver dynamic, real-time LIV Golf updates tailored to each fan’s journey–curating content, highlights, and tournament experiences based on location, preferences, and behaviors. For example, the Fan Caddie will provide golf enthusiasts an immersive second screen experience within the LIV mobile app where they will receive shot-by-shot breakdowns, real-time updates on player stats and standings, support with ticket and merchandise requests, and recommended content that best aligns with the fan’s personal preferences.
Enhancing Golf Broadcasts and Digital Content in Real Time | The Agent Caddie powered by Salesforce
Agent Caddie will deliver predictive shot outcomes, optimal golf strategies, contextual stats, and narrative cues directly in LIV Golf broadcasts – enabling richer, more data-driven live coverage.
Optimize Tournament Operations and Sponsorship
From equipment logistics to staff coordination, Agentforce will optimize the operational engine behind LIV Golf events, helping to make every tournament smarter, faster, and more responsive. With limitless digital labor, LIV Golf and its partners will unlock new commercial opportunities through advanced audience segmentation, smarter sponsorship alignment, and real-time impact reporting.
Elevate Global Expansion Efforts
With events spanning the globe, Agentforce will help LIV Golf scale smarter by coordinating international operations, localizing fan engagement, and surfacing insights to drive global growth.
Empower Player Experience On and Off the Course
LIV Golf and Salesforce are also exploring how Agentforce can support players directly, such as assisting with personalized wellness tracking, and providing real-time performance insights and recommendations.
“LIV Golf is reimagining what the future of sport can be, and with Agentforce, we’re helping bring that vision to life,” said Ariel Kelman, Chief Marketing Officer, Salesforce. “The Fan Caddie, an immersive second screen experience, will offer fans deeply personalized content, experiences, and recommendations. The Agent Caddie agent will enhance the broadcast, providing rich, predictive insights directly to fans and commentators.”
“At LIV Golf, innovation drives everything we do — from the fan experience to the way we support our players and grow the game,” said Denise Taylor, Head of Product and Technology, LIV Golf. “Our partnership with Salesforce marks a major step forward. With Agentforce, we’re bringing the power of AI technology to the forefront of sport, creating a more connected and engaged future for our fans, players, and the fantastic game of golf.”
“We are excited about a long, impactful future ahead for LIV Golf, buoyed by our ability to welcome and engage a broader, more diverse global audience,” said Bryson DeChambeau, Crushers GC Captain. “We are proud to welcome Salesforce into our growing family of partners, who will help us reimagine and amplify the golf experience through our shared goals of making the game more connected, inclusive and innovative.”
About LIV Golf
The LIV Golf League is the world’s only global golf League featuring 13 teams, a 14-tournament schedule, and many of the world’s best golfers. Launched in 2022, the League was designed to expand the sport on a global level and create new value within the golfing ecosystem while enhancing the game’s societal impact. A landmark investment by LIV Golf also launched The International Series, a set of 10 enhanced events sanctioned by the Asian Tour, with elevated prize funds in world-class destinations, offering a pathway for leading professional and amateur golfers from around the world into the LIV Golf League. Only three years into operations and with tournaments across North and Latin Americas, Asia, Australia, the Middle East and Europe, LIV Golf remains committed to developing the sport at every level and exposing more people to the positive virtues of the game through its unique blend of intense competition and entertainment.
LIV Golf is owned and operated by LIV Golf Investments whose vision and mission are centered around making holistic and sustainable investments to enhance the global golf ecosystem and unlock the sport’s untapped worldwide potential.
About Salesforce
Salesforce helps organizations of any size reimagine their business with AI. Agentforce — the digital labor solution for enterprises — seamlessly integrates with Customer 360 applications, Data Cloud, and Einstein AI to create a limitless workforce, bringing humans and agents together to deliver customer success on a single, trusted platform. Visit www.salesforce.com for more information.
Media Contacts:
Allen Barrett
media@livgolf.com
PR Contact:
pr@salesforce.com
