Live Nation tees up women’s golf deal
Live Nation and The R&A, golf’s global governing body outside of the US and Mexico, have joined forces to make live music an integral part of one of golf’s most entertaining championships.
Last year, a headline performance by Ellie Goulding and the introduction of a Festival Fan Village contributed to a 53% growth in attendance at the tournament, according to the The R&A. Determined to use music as a driver for the competition, the governing body has agreed a deal for Live Nation to develop those extra curricular activities.
As the showpiece of The R&A’s commitment to championing the changing face of women’s golf, the AIG Women’s Open sees the world’s top 50 players go head-to-head in the most international line-up of the year. The Championship aims to attract new and diverse audiences by challenging perceptions of golf and delivering an exceptional off-course experience to match the unforgettable on-course action.
The new pact will see Live Nation produce the concert offering at the tournament, which is scheduled for the prestigious Old Course in St Andrews between 21-25 August 2024.
“There’s a huge energy and momentum behind women’s sport right now”
Although this year’s headliner is yet to be announced, the collaboration is set to elevate the overall experience of the championship by integrating live music performances.
“It is a privilege to be working with The R&A to celebrate the world’s best golfers and develop an entertainment offering that drives into The R&A’s growth objectives,” states Live Nation SVP special operations. “To use Live Nation’s capabilities and expertise within a sports environment is a great opportunity and we look forward to establishing a best-in-class experience for fans and artists alike.”
Championship director, Zoe Ridgway, comments, “The AIG Women’s Open aims to celebrate the world’s best golfers and to do that we have created a unique atmosphere which combines golf and entertainment in a way that attracts new audiences to the sport.
“It is a world class championship so it’s vital we work with industry leading partners to elevate our off-course entertainment. We are delighted to bring this first-of-its-kind partnership with Live Nation to fruition for the 2024 AIG Women’s Open.”
Ridgway adds, “There’s a huge energy and momentum behind women’s sport right now which gives golf an exciting opportunity that we are embracing for the AIG Women’s Open. This year’s Championship will once again engage and inspire the next generation of fans who will shape the future of golf.”
In a similar move, last month AEG and its Concerts West subsidiary inked an exclusive multi-year partnership to book acts and produce live concerts around the world for professional golf tour, LIV Golf.
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AEG Presents secures LIV Golf concert partnership
AEG Presents has announced an exclusive multi-year partnership with professional golf tour LIV Golf.
The arrangement will see AEG and its Concerts West subsidiary book acts and produce live concerts for LIV Golf events around the world.
From this spring, AEG Presents/Concerts West will book musical acts and execute concert production for LIV Golf tournaments around the globe, including talent booking, artist management, show and venue planning, creative development and technical production.
“We couldn’t be more thrilled to join forces with LIV Golf to bring world-class entertainment to this exciting new golf league,” says Mark Norman, SVP of global touring at Concerts West. “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.”
“Through this partnership, the league’s fan-friendly tournament experiences and ‘Golf, But Louder’ ethos will reach new levels of excitement”
Artists including Zac Brown Band, Tiësto, Nelly, Sebastián Yatra and Alesso have performed for LIV Golf fans since the launch of the LIV Golf Invitational Series in 2022.
“LIV Golf is proud to partner with AEG Presents, one of the biggest live entertainment companies in the world,” adds LIV Golf Commissioner and CEO Greg Norman. “Global leaders in sports, entertainment and technology are embracing LIV Golf and recognising how our game-changing league is connecting the sport with new audiences. 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.”
The breakaway golf circuit, which is owned and operated by LIV Golf Investments and is financed by the Public Investment Fund, the sovereign wealth fund of Saudi Arabia, kicked off its 2024 season on 2-4 February with LIV Golf Mayakoba at El Camaleon Golf Course in Mexico, featuring a live performance by The Chainsmokers.
LIV Golf Las Vegas featured Gryffin, who also performed at LIV Golf Hong Kong in early March. The season’s global schedule returns to the US with LIV Golf Miami from 5-7 April, which will feature a live concert by Akon.
Last week, AEG announced it has entered into a “historic” partnership with US-based Latin music promoter Cárdenas Marketing Network (CMN), designed to create “the world leader in live Latin music”.
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