AEG Presents and LIV Golf Tee Up Multi-Year Music Partnership

In a groundbreaking fusion of sports and entertainment, AEG Presents and its subsidiary Concerts West have inked a game-changing multi-year deal with LIV Golf, catapulting the phenomenon of ‘sportainment’ to new heights.

LIV Golf, renowned for its global sports league featuring top-tier golfers and electrifying tournaments, is set to elevate the fan experience by integrating live concerts into its events worldwide. Since its inception in 2022, the LIV Golf Invitational Series has already witnessed stellar performances by chart-toppers like Zac Brown Band, Tiësto, Nelly, Sebastián Yatra, and Alesso.

This latest partnership ensures that the synergy between sports and music will flourish, with AEG Presents/Concerts West taking the reins to curate unforgettable musical acts and oversee concert production for LIV Golf events. From talent booking to show planning and technical production, this collaboration promises to deliver unparalleled entertainment value.

The excitement kicks off at LIV Golf Miami from April 5th to 7th, featuring a live concert headlined by Grammy Award-winning artist Akon. Mark Norman, Senior Vice President of Global Touring at Concerts West, expressed his enthusiasm, stating, “We couldn’t be more thrilled to join forces with LIV Golf to bring world-class entertainment to this exciting new golf league. This felt like such a natural fit for us, and to sit right at the intersection of sports and music will enable us to super serve an audience that’s looking for an elevated experience at LIV Golf events and tournaments.”

Greg Norman, CEO of LIV Golf, echoed the sentiment, adding, “Through this partnership, the league’s fan-friendly tournament experiences and ‘Golf, But Louder’ ethos will reach new levels of excitement as we deliver even more value for fans in 2024 and beyond.”

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