What is a sports partnership?

A sports partnership is a strategic collaboration between a brand and a sports entity — such as a team, league, or event — to achieve marketing and business objectives.

How can sports partnerships benefit my brand?

They boost brand visibility, drive fan engagement, enhance brand credibility, and create emotional connections through association with teams and athletes fans love.

What types of sports partnerships are available?

You can partner with clubs, leagues, federations, tournaments, or even fan communities — across digital, broadcast, on-ground, or merchandising platforms.

Can I sponsor a specific region, sport, or audience segment?

Absolutely. We tailor partnerships to align with your target audience, whether that’s a local football league, global tennis tour, or a niche fanbase.

Do sports partnerships require large budgets?

Not always. We offer scalable options — from grassroots sponsorships to global campaigns — designed to fit a range of marketing budgets.

HSBC Strikes Major Partnership Deal with LIV Golf in Global Alliance

In a significant move that promises to reshape the professional golf landscape, LIV Golf and HSBC have announced their innovative partnership aimed at further growing the game of golf worldwide. This landmark agreement marks a pivotal moment for both organisations, as HSBC becomes LIV Golf's first partnership with a global banking and financial organisation.

A Strategic Alliance with Global Reach

The multi-year partnership represents more than just corporate sponsorship; it's a strategic alliance designed to expand golf's global footprint. The multi-year partnership will span the entirety of LIV Golf's 14-event global season, as well as support two of LIV Golf's thirteen teams, beginning with the LIV Golf Andalucía tournament at Real Club Valderrama.

HSBC's involvement extends beyond traditional sponsorship boundaries, with the banking giant taking on the role of Official International Banking Partner. This comprehensive partnership will see HSBC supporting LIV Golf's community partnerships strategy, focusing particularly on opening opportunities for the next generation of golfers whilst promoting financial literacy initiatives.

Leadership Vision and Shared Ambitions

Barry O'Byrne, HSBC's CEO of International Wealth and Premier Banking, expressed enthusiasm about the collaboration, stating his delight in joining forces with LIV Golf. He emphasised HSBC's extensive heritage in golf, spanning more than two decades, and the bank's commitment to attracting new audiences to both watch and play the game.

Scott O'Neil, LIV Golf CEO, praised HSBC's track record in supporting golf, describing it as "inspiring and admirable." He highlighted how 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.

Team-Specific Support and Broadcasting Innovation

The partnership takes on a unique dimension through its support of two specific LIV Golf teams. Crushers GC, captained by Bryson DeChambeau, and Majesticks GC, co-captained by Lee Westwood, Ian Poulter, and Henrik Stenson, will benefit from HSBC's backing. This team-specific approach reflects LIV Golf's innovative team-based format, setting it apart from traditional individual tournament structures.

Additionally, HSBC will serve as the presenting partner of LIV Golf's "9 to Play" broadcast segment, appearing during every live broadcast. This exposure offers significant reach, with a potential reach of over 875 million households across more than 120 international markets.

Player Perspectives and Global Impact

Bryson DeChambeau welcomed the partnership, emphasising how LIV Golf and Crushers GC deliver the game and golf culture to new generations across the world. Lee Westwood echoed these sentiments, noting HSBC's decades-long leadership in shaping global golf and expressing honour in representing the HSBC brand internationally.

The collaboration builds upon HSBC's extensive golf portfolio, which includes some of the sport's most prestigious tournaments. Through this partnership, LIV Golf joins the ranks of The Open, AIG Women's Open, Abu Dhabi HSBC Championship, and the HSBC Women's World Championship in Singapore, amongst others.

Looking Forward: Innovation and Accessibility

This partnership represents more than commercial collaboration; it embodies a shared vision for golf's future. Both organisations are committed to engaging younger fans through music, culture, and innovation whilst inspiring the next generation of players. The focus on accessibility and community engagement suggests a strategic approach to growing the sport beyond traditional boundaries.

As LIV Golf continues to challenge conventional tournament formats with its team-based approach and global reach, HSBC's support provides the financial backing and international credibility necessary for sustained growth. This partnership signals confidence in LIV Golf's model and its potential to attract new audiences to professional golf.

The collaboration officially commenced at LIV Golf Andalucía, marking the beginning of what both parties hope will be a transformative relationship for professional golf. With HSBC's extensive international presence and LIV Golf's innovative approach to the sport, this partnership is positioned to make a lasting impact on golf's global landscape.