LIV Golf up its social media game with Rick Sheils partnership
Rick Sheils - Source: LIV Golf

Influencers have become part and parcel of the sports marketing mix and in the latest collaboration, LIV Golf has partnered with Rick Shiels Media.

This marks the first influencer collaboration the Saudi-backed golf league has embarked on in its four-year history. The terms of the contract are similar to most partnerships between sports organisations and influencers.

Rick Sheils, the influencer behind the Rick Shiels Media YouTube channel, will serve as a fan engagement function for LIV Golf. The influencer has been tasked with leveraging his audience and content to connect the company with a global fanbase.

“Rick’s creativity and passion for the game align perfectly with our mission to grow the sport and connect with a broader audience,” said Adam Harter, LIV Golf Chief Marketing Officer.

“Through this collaboration, Rick will give fans an inside look at the incredible courses we play around the globe, bring them closer to our players, and offer a unique perspective on what makes team golf so fun and compelling. Together, we’re opening new doors for fans and bringing them closer to the sport than ever before.”

The social ladder

Social media has become big business in the world of sport and when looking at the figures, it is easy to see why. Globally, it is estimated that around 22% of internet users use social media to follow sports and 79% of males aged between 16-34 use social media to follow famous sports individuals.

With this considered, social media has become a valuable tool for sports organisations to engage with fans, build-up anticipation for events, and showcase commercial partnerships.

Social media is also being increasingly used by broadcasters themselves, such as UK free-to-air outlet Channel 4. The channel reported success from its use of YouTube during the Paralympics this year.

Influencers fall conveniently within this ecosystem, and their incorporation into marketing can be flexible. By definition, athletes themselves can be defined as influencers, with the likes of Cristiano Ronaldo having over 648 million followers on Instagram alone.

Influencers also include those with a strong interest in a given sport and who create content around this interest, and these influencers are being increasingly courted by sports marketing teams.

This is nothing new in golf. Back in November, popular golf influencer Paige Sprianac signed a deal with SportsGrid, marketing the sports betting-oriented media group’s casino content and programming.

In Sheil’s more prominent deal with LIV Golf, the influencer will launch a new programme, TotShots, marketed towards children. He will also attend all 14 LIV Golf League events this year, producing content around each event.

“Partnering with LIV Golf provides an incredible opportunity to take my content to the next level,” Shiels remarked. “From playing with some of the best golfers in the world to showcasing their courses and teams, I can’t wait to share this journey with my audience. Together, we’re bringing fans closer to the action and showing the world a new side of golf.”

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