Staff WriterIn a move as bold as a DeChambeau tee shot and nearly as global as HSBC’s ATM network, LIV Golf has officially inked its first-ever partnership with a major banking giant.
HSBC, the multinational financial heavyweight with more branches than Augusta has azaleas, will now sponsor the rebel league in a multi-year deal that kicks off at LIV Golf Andalucía, July 11–13, at the storied Real Club Valderrama.
That’s right — LIV Golf and HSBC are joining forces, and this isn’t your standard logo-on-a-hat kind of handshake. We’re talking about a strategic alignment designed not just to fund the future of golf, but to drag it—kicking and streaming—into a new era of access, innovation, and team rivalry.
“HSBC has more than two decades of legacy in the sport,” said Barry O’Byrne, HSBC’s CEO of International Wealth and Premier Banking. “We are delighted to join forces with LIV Golf and are really excited to see what we can create together… We are proud to continue to open up a world of opportunity for golf, both on and off the course and have LIV Golf alongside us on this journey.”
In practical terms, HSBC’s sponsorship will cover all 14 events on LIV Golf’s globe-trotting calendar and provide direct support to two of the league’s most colourful squads: Crushers GC, captained by the ever-unorthodox DeChambeau, and the British bulldog trio behind Majesticks GC — Lee Westwood, Ian Poulter, and Henrik Stenson. Think of it as golf’s answer to Formula 1’s team dynamic — with HSBC acting as both financier and fuel injector.
Scott O’Neil, LIV Golf’s CEO, welcomed the bank aboard with the enthusiasm of a man who knows he’s got a big deal on his hands. “HSBC’s global footprint and ongoing presence in professional tournaments align perfectly with our mission to build the game for the next era of players and fans,” he said. “Together, we have an opportunity to engage younger fans, connect through music, culture, and innovation, and inspire the next generation.”
That last bit may sound like corporate speak, but with LIV Golf already blending fairway play with festival energy — DJs, fireworks, and a soundtrack that’s more Coachella than country club — the ambition to modernise golf isn’t just a mission statement. It’s already teeing off.
The partnership will also see HSBC take over presenting duties for the “9 to Play” broadcast segment, a feature airing during each LIV Golf live telecast. With a potential reach of 875 million households across 120+ international markets, that’s a visibility play worthy of a major.
Naturally, the players are more than happy to cash in on the exposure—and the credibility.
“LIV Golf and Crushers GC deliver both the game and golf culture to new generations and markets across the world with a competitive spirit at our core,” said DeChambeau. “We are proud to represent HSBC, a brand that shares our belief in access to golf and elite performance on a global stage.”
Westwood added, “This new partnership strengthens our team and reinforces the global momentum behind LIV Golf; together, we’re building something special that resonates far beyond the fairways.”
Indeed, HSBC has been a long-time benefactor of the sport, with its fingerprints on everything from The Open to the HSBC Women’s World Championship in Singapore. Its new partnership with LIV Golf adds a controversial, yet undeniably exciting, chapter to that story.
With the Valderrama stop just days away, LIV Golf now marches forward not only with deep pockets but with a partner whose passport is as thick as their ambition. Traditionalists may squirm, but this alliance is nothing if not forward-thinking. And in golf, as in life, you don’t get to the green without taking the shot.
