Professional men’s golf tour backed by Saudi Arabia Liv Golf wants the game to become more like Formula One racing, like step-by-step fans and various auxiliary entertainment activities.

“Golf is who we are, but it’s actually the festival about golf that makes us special,” Liv Golf CEO Scott O’Neil said in a fireside chat at Converge Live. He added: “You can take family, you can take dates, you can bring friends.”

He said at the recent events in Miami, Liv held a music festival, an art festival and a food festival to make sure everyone has something to do. The company’s inaugural event, which begins in Singapore on Friday, will feature DJs.

F1 is the only truly global sports league, which is likened to a walk along the practice range before the event begins at the hotel experience around the F1 pit.

Liv organized his first game in 2022, competing with the long-standing PGA Tour as the main organizer of professional golf events.

According to O’Neil, 30% of attendees participating in the LIV Championship have never competed in golf before, and the average age is 15 years younger than the competition. “So, in terms of attracting new audiences and introducing more people to the game, I think we’re a really interesting study, OK.”