LIV Golf announces strategic partnership involving Jon Rahm and Dustin Johnson on eve of The Masters

LIV Golf has announced a new strategic partnership with US-based sports prediction platform Novig on the eve of The Masters, marking a first-of-its-kind collaboration during a major championship week.

The agreement will see Novig branding appear on the left sleeve of seven LIV Golf players competing at Augusta National this week, including major champions Dustin Johnson, Sergio Garcia, Jon Rahm, Cameron Smith and Charl Schwartzel, as well as Tyrrell Hatton and Tom McKibbin.

Novig is a commission-free, peer-to-peer sports trading platform and prediction market launched in 2022. 

Instead of relying on a traditional bookmaker, it allows users to trade directly against one another, resulting in more competitive odds without a house edge or restrictions on successful bettors. 

The platform operates legally across multiple US states under a sweepstakes-based model.

The partnership represents the first time a prediction market has been integrated into a live professional golf event, extending LIV Golf’s commercial activity beyond its 14-event global schedule and into one of the sport’s most-watched tournaments.

A total of 10 LIV Golf players are set to feature at The Masters, with Rahm and Bryson DeChambeau among the headline names in the field.

LIV Golf claims its latest deal highlights a push to create new commercial opportunities for brands during key moments in the wider golf calendar.

“This collaboration demonstrates how we’re evolving traditional partnership models and creating new ways for brands to connect with the broader golf ecosystem,” said Chad Biggs, LIV Golf’s Executive Vice President of Global Sponsorship & Activation.

“Our League is constantly evaluating how we can engage partners across our global calendar and deliver the best experience for our players and fans.”

As part of the deal, Novig will also be integrated across LIV Golf’s digital platforms, with a series of social-first campaigns and player-focused content rolling out in the lead-up to The Masters.

The partnership will coincide with the launch of special Masters-themed prediction markets on Novig’s platform, allowing users to trade outcomes tied to tournament storylines, with a particular focus on LIV players.

A promotional contest featuring a 500,000 Novig Cash prize pool will also run throughout the week, with fans able to enter daily by predicting the tournament winner. 

One participant will receive a “Novig Blue Blazer” from a LIV Golf player, alongside additional prizes.

“LIV Golf’s roster is filled with winners, including former champions of the most prestigious tournament in golf, so this partnership was a natural fit,” said Novig co-founder and CEO Jacob Fortinsky.

“Having our brand on the sleeve of players who have already succeeded on the sport’s biggest stages puts Novig at the centre of winning moments.”

Novig, which operates a peer-to-peer, commission-free prediction market, is aiming to expand its presence across major sporting events by offering an alternative to traditional sportsbook models.