LIV Golf HK draws over 14,000 visitors in a celebration of sport and culture

LIV Golf Hong Kong saw over 14,000 overseas visitors this year, as the four-day event concluded on Sunday (8 March) at Hong Kong Golf Club’s Fanling course.

Taking place in Hong Kong for the third consecutive year, this year's LIV Golf tournament includes brand partners such as HSBC, Rolex, Riyadh Air, and Aramco, along with support from the "M" Mark scheme. 

Additionally, the event has partnered with The Hong Kong Jockey Club (HKJC), which serves as the official community partner for the M-Mark golf tournament for the first time. The tournament featured 57 players from 21 different countries and regions.

With LIV Golf transforming the tournament into a carnival atmosphere, the event also featured various localised activations from its brand partners. For example, in the area sponsored by HSBC, there are games such as “Putt Express,” where participants can go head-to-head on an uphill putting track inspired by Hong Kong’s iconic Peak Tram. Meanwhile, the “Chip Sum” challenge, inspired by local food culture, tests participants' precision and swing speed in a golf-themed competition.

In the lounge sponsored by HSBC, viewers can relax in shaded lounges with chef-driven bites and all-inclusive drinks. On the other hand, the HKJC hosted game booths and distributed 900 tickets to the community, inviting everyone to join the mega event. Viewers could also purchase a variety of exclusive, themed merchandise, such as apparel and hats, to celebrate the occasion.

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Unearthing insights

During an interview with MARKETING-INTERACTIVE, Emily Hamel, senior vice president of global event experiences for LIV Golf, said the event has united sport with the best of Hong Kong culture, including food, music, and art. It offers a well-rounded experience for sports fans, as well as enthusiasts of food, art, and fashion.

“You can have someone who may not know much about the sport but is exposed to it, or someone who really loves the sport and then discovers more about Hong Kong's culture, food, or arts,” Hamel said. 

In terms of seeking sponsors, the organisers looked for brands that share its values, according to Chad Biggs, executive vice president, global partnerships and activation for LIV Golf. He cited HSBC and Rolex as examples of brands heavily invested in golf, using their partnership with LIV Golf to further enhance their presence in the sport.

“For example, Rolex does not have an international hospitality programme. We now provide it with the ability to entertain key retailers and customers in international markets around the world. We offer a global platform for Rolex that it hasn’t been able to leverage or activate through its other golf partnerships,” he said. 

He added that the partnership between LIV and the brand sponsors is focused on social responsibility and growing the game of golf by providing children and the opportunities to play. "No one partnership is the same. Everything is customised and tailored based on what the partner is trying to achieve and how we can help drive their business through."

The returns on investment (ROI) of brand partnerships are measured via participations and fan engagement, he said. "We really believe that that partners can not only elevate our brand, but also amplify the fan experience. It's very important that our partners are engaging with our fans. When they do that well and when they do it creatively, that's when they see the ROI, that's when they see the KPIs.

As LIV Golf Hong Kong's first entitlement partner, HSBC brings the partnership to life in a fully integrated, creative, and strategic manner through customer hosting, employee engagement, and community school programmes. This approach serves as a key differentiator for HSBC, particularly in Hong Kong, where it is very active throughout Asia, alongside golf tournaments across the region, according to Biggs.

“We truly believe that our partners can help not only elevate our brand but also amplify the fan experience. It’s very important for our partners to engage with our fans. When they do that well and creatively, that's when they see the ROI and meet their KPIs,” he added.

The event also created a culinary experience called Savour by LIV Golf, featuring Hong Kong's signature food offerings at the golf course, all while emphasising sustainability and featuring top chefs.

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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