7 Ways LIV Golf is Reimagining the Fan Experience

Pictured L to R: Jeffrey Hintz, Ron Wechsler, James Watson, Ross Antrobus

“Innovation for the sake of innovation doesn’t cut it,” said Ross Antrobus, Senior Vice President of Insight & Analytics, LIV Golf.

“We want to be able to show, through technology, the skill of our athletes and the precision of how they play.”

This philosophy drives LIV’s technology decisions—ensuring every new tool or feature serves a purpose for fans, not just the production team.

“Any Shot, Any Time” is a first-of-its-kind feature in the LIV Golf+ app that allows fans to choose exactly what they watch—streaming every player, team, or hole in real time with up to 18 simultaneous feeds—so viewers can follow the action that matters most to them, from start to finish. “Golf coverage has always been a ‘lean back’ experience—fans see what the truck decides to show,” said Ron Wechsler, Senior Vice President of Broadcast Partnerships & Programming Strategy, LIV Golf.

James Watson, SVP of Worldwide Production at LIV Golf, broke down how AI makes the feature possible:

“This was about leveraging existing technology we already had on site—recording every shot, cutting every hole—and putting it into the cloud. We marry the scoring data to the footage, and then AI switches between feeds, adds graphics, and decides what’s relevant to show. Unlike traditional alternate feeds, we don’t need separate trucks and crews for each. We’re delivering up to 18 low-latency video streams that any fan can access live or go back and watch later.”

The feature was also designed for modern attention spans. “Viewers in the 16–21 demographic are paying attention in 12-minute increments,” Watson said. “Even if they’re watching the coverage, you need to reset every 12 minutes because they’re looking at something else.” That reality ties into what Wechsler called the second-screen shift, with “over 50% of all sports viewers now watch with a second screen. For 16–21-year-olds, it’s closer to 90%.”

Antrobus noted the feature’s global relevance: “A Korean fan might want to watch only Korean players. A Spanish family might want to watch all the Spanish players at once. We’re building for cultural differences in how golf is consumed. I don’t think it’s hyperbolic to say it’s one of the biggest innovations in sport in decades.”

The LIV Line, a groundbreaking feature within LIV Golf broadcasts, was named Innovation of the Year in 2024 by the Sports Technology Awards.

Watson likened LIV Line to the virtual first-down marker in football. “Most viewers can’t read a putt. LIV Line allows fans to see the break from a player’s perspective before the putt, making for more informed and engaging viewing.”

“The system combines LiDAR scans, reference cameras, and a network of vendors. SMT provides the course scans, Champion Data builds an API database, and Visual Vertigo overlays the ideal line before the stroke. “It’s about anticipating where the story will be, having the technology ready one hole ahead, and adjusting if the storyline shifts,” Watson explained.

LIV Golf became the first to deliver a shot tracer from a drone by marrying course scans with aerial positioning. “When you get a drone up and show the landing zone, the viewer understands what’s at stake before the shot is hit,” said James Watson, Senior Vice President of Worldwide Production, LIV Golf. “It changes the way golf can be told on screen.”

The approach gives fans the context of the shot—distance to hazards, angle to the green—that traditionally wasn’t visible until after the ball had landed. “Golf is a participatory sport,” added Ron Wechsler, Senior Vice President of Broadcast Partnerships & Programming Strategy, LIV Golf. “Being able to give context and scale for the everyday player—showing them that there’s danger 275 yards out—makes it relatable. For us mere mortals, that’s a challenging shot.”

Pictured Left to Right: Jeffrey Hintz, Adam Harter, Ross Antrobus

In partnership with Salesforce, LIV Golf is developing Fan Caddy—an AI-powered system to curate highlights, guide spectators to see their favorite players, and even tailor broadcast graphics to viewer preferences.

Adam Harter, Chief Marketing Officer at LIV Golf, sees it as transformative:

“Imagine showing up to a LIV Golf event and not just being a spectator, but the director of your own golf story—curating highlights, choosing commentary style, even selecting your own soundtrack.”

Antrobus added that the same technology could guide fans in real time: “If your favorite player is on the fourth hole when you arrive, Fan Caddy could map the path to see them next on six, and suggest what else to experience along the way.”

The TrackMan “Majestics vs. The World” challenge allowed fans in 74 countries to compete against the LIV team on the same par-3 hole used in competition.

“It was our first time doing it, and the Majestics grew their email database by 40% from a single program,” said Harter.

Antrobus sees this as just the beginning:

“Imagine pulling up Jon Rahm’s round into a simulator and playing against him later that day. That’s where this is going—closing the gap between the tour player and the everyday golfer.”

Adam Harter said the goal is to “position ourselves not just as an elite sporting event, but as a golf festival.”

LIV uses RFID-enabled wristbands, pre-event communications, and crowd-flow tracking to help fans navigate the venue, reduce bottlenecks, and maximize their day. “It’s about creating an environment where everyone feels welcome—and that starts well before they step onto the course,” Harter said.