LIV X
The exclusive fan experience
What we did
The Challenge
LIV is golf, but louder.
A new international league featuring 48 of the world’s best players in 12 teams, launching for its debut season.
That means 14 events across the globe, a new online store, and viewership growing quickly. So it was imperative for the league and its teams to start building and nurturing a database of engaged fans.
The Leap
We worked with LIV Golf to develop a fan-focussed loyalty programme, LIV X.
LIV X brings you closer to your team, closer to the players, closer to the most exciting golf competition on the planet. Where the action never stops. Where the game lives beyond the course. Where everybody gets a front row seat.
A new era of golf for a new era of fans.
This is fandom at its loudest. At its closest. At its best. This is LIV X.
The Work
LIV X teed off ahead of the 2023 season.
But with a brand new format, featuring brand new teams, fans needed help identifying the right one for them to follow. We designed a bespoke team picker tool, housed on the LIV website, to help them on their way.
We worked closely with the wider LIV Golf teams to include signposting across ticket and merchandise comms, and created bespoke promotional assets to be used at events and on the broadcast to millions of fans across the globe.
Once signed-up, fans were treated to pre and post-event content, and monthly team newsletters featuring exclusive content, behind the scenes access, and money-can’t-buy competition prizes.
But this is just the start. As anticipation grows ahead of LIV Golf’s second full season, enhanced perks, exclusive player insights, and immersive experiences are set to elevate the connection to the game even further.
THE RESULTS
LIV X has captured the attention of new and existing golf lovers from all corners of the globe.
Relying solely on organic promotion at LIV Golf events and activity across owned digital channels, the programme welcomed over 170,000 members in the first 12 months.
And once fans were on board, they couldn’t get enough. In fact, LIV X content significantly outperformed industry averages, driving hundreds of thousands of clicks to discover more at livgolf.com and individual team accounts.
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LIV X Members
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Avg. click-through-rate for team newsletters
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Higher engagement than the industry average
“saintnicks is an indispensable creative and digital agency partner. Their exceptional work consistently surpasses industry standards and has fortified the connection with our fanbase, driving outstanding campaign results. Collaborating with them has been a pleasure, marked by open communication and a shared commitment to achieving our marketing goals. As a team, they actively contribute valuable insights, fostering a dynamic exchange of ideas for continuous improvement. Their holistic approach and commitment to our success makes them far more than just a service provider. Thank you, saintnicks.”
Jimmy Davis
Senior Loyalty Manager, LIV Golf
d&b audiotechnik
Rewriting the rules
Bailey Endeavour
Going off-script