LIV Golf has formed a new partnership with prediction markets operator Novig to establish a “first-of-its-kind” player integration ahead of the professional golf league’s first major championship window beginning on April 9.
The collaboration represents the first time a prediction markets operator will activate marketing capabilities at a live professional golf event, as Novig branding will appear on the sleeves of players such as Jon Rahm, Dustin Johnson, Cameron Smith and Sergio Garcia.
“This collaboration demonstrates how we’re evolving traditional partnership models and creating new ways for brands to connect with the broader golf ecosystem,” LIV Golf EVP of Global Sponsorship & Activation Chad Biggs said.
“Our League is constantly evaluating how we can engage partners across our global calendar and deliver the best experience for our players and fans. We also have an untapped opportunity to align partners with some of the best players during some of the most-watched moments in golf.
"Novig’s commitment to this first-of-its-kind agreement speaks to their belief in innovation and transformative partnerships, and we’re excited to continue to grow this relationship.”
The partnership will also feature social-driven and player-focused content across LIV Golf’s social ecosystem, set to be published in the days leading up to the tournament.
Novig confirmed plans to introduce specialized markets on its platform to provide bettors with expanded opportunities to place real-time trades on LIV Golf events, as well as a 500,000 Novig Cash prize pool contest.
“Novig is a place where winners are welcome – and 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," Novig Co-Founder and CEO Jacob Fortinsky said.
"Having our brand on the sleeve of players who have already succeeded on the sport’s biggest stages puts Novig exactly where it should be: at the center of winning moments.”
During February 2026, Novig unveiled plans to “accelerate” the development of its peer-to-peer prediction markets platform following the entity's latest Series B funding round which brought its total capital raised to over $105m.
Novig plans to use the new capital to “deepen product innovation” and expand its team to more than 50 personnel, including operators, engineers and traders focused on developing prediction market infrastructure and transparency features.
Sportradar extended its multi-year agreement with Hard Rock Bet on March 26, incorporating official PGA Tour and Ultimate Fighting Championship data, odds and additional in-play betting functionalities
