LIV Golf has entered a new segment of the sports business landscape through a partnership with Novig, bringing prediction market elements into professional golf during one of the sport’s most prominent weeks. The agreement, announced ahead of the Masters Tournament, signals a broader shift in how leagues engage fans and commercial partners.

The collaboration represents the first time a prediction market platform has been integrated into a live professional golf event. It also adds LIV Golf to a growing list of sports organizations exploring this emerging category, which has already seen adoption across several major leagues.

Player Branding and Event Integration

As part of the deal, Novig branding will appear on the left sleeves of seven LIV Golf players competing during the Masters window from April 9 to 12. Those players include Dustin Johnson, Sergio Garcia, Jon Rahm, Cameron Smith, Tyrrell Hatton, Tom McKibbin, and Charl Schwartzel. Collectively, the group includes multiple major champions and team captains within the LIV structure.

The sleeve placements coincide with one of golf’s most-watched events, offering Novig visibility during a high-profile stretch of the calendar. Bryson DeChambeau, another prominent LIV player, is not included in the arrangement due to an existing endorsement agreement with a different platform.

Beyond uniforms, the agreement extends into LIV Golf’s digital channels. The two sides are producing a series of social media features and player-focused content that will be released throughout the tournament schedule. This content is expected to highlight key storylines and deepen fan interaction.

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

He added in the official press release: “Our league is constantly evaluating how we can engage partners across our global calendar and deliver the best experience for our players and fans”.

New Fan Engagement Through Prediction Markets

The partnership introduces a range of prediction-based offerings tied to tournament play. Novig plans to roll out real-time trading opportunities centered on outcomes such as hole-in-ones, leaderboard results, and how many LIV players advance past the cut.

In addition, the platform is launching a contest featuring a 500,000 “Novig Cash” prize pool. Participants can make daily selections on the tournament winner, with successful entries earning a share of the pool. One participant will also receive a “blue blazer,” a nod to the iconic green jacket awarded at the Masters.

Novig operates as a peer-to-peer trading platform, allowing users to engage with event-based contracts rather than traditional sportsbook wagers. Currently, the system uses in-platform currencies such as Novig coins and Novig cash, though the company has applied to the Commodity Futures Trading Commission to operate a regulated exchange that could eventually allow transactions in U.S. dollars.

Jacob Fortinsky, Novig’s CEO, emphasized the alignment between the platform and LIV Golf’s roster. He said: “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.”

He continued: “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”.

A Broader Shift Across Sports

LIV Golf’s move comes as prediction markets gain traction across the sports industry. Leagues such as the NHL, UFC, MLS, LaLiga, and MLB have all entered agreements with platforms like Kalshi and Polymarket. Some major organizations, including the NFL and NBA, are still evaluating their positions, while the PGA Tour has chosen to remain cautious.

A PGA Tour executive recently described the space as uncertain, noting integrity concerns and stating the organization is still observing developments rather than pursuing deals.

For LIV Golf, the Novig partnership builds on an expanding portfolio of gaming-related initiatives. The league previously partnered with Simplebet for micro-betting technology and with Beyond Sports to launch fantasy and interactive gaming experiences. These efforts reflect a consistent focus on digital engagement and alternative fan experiences.

The agreement also aligns with Novig’s recent growth. The company has raised more than $105 million since its founding in 2021, including a $75 million Series B round that valued it at roughly $500 million. Its application with the CFTC marks a transition toward operating within the regulated prediction market framework.