News article

LIV Golf announces social impact and sustainability strategy

July 06 2023

LIV Golf has introduced a new social impact and sustainability strategy ‘Potential, Unleashed’.

LIV Golf announces social impact and sustainability strategy

The new initiative will include a number of programmes such as LIV To Learn, LIV Green, Transform The Game, and the Way We LIV. 

Greg Norman, LIV Golf Commissioner and Chief Executive, said: “LIV Golf has added value and injected major new excitement to the global game of golf we all love, but we don’t want to stop there. 

“We believe golf has incredible potential to create significant positive social and environmental change, potential that LIV is focused on unlocking. ‘Potential, Unleashed’ reflects our big ambitions and ideas to address the challenges facing our society and our planet. Our vision is a bold one, but we are committed to working in collaboration with our fans, teams, players and partners to give back to our communities and our planet and use the game of golf that we love to bring positive change.”

Jake Jones, LIV Golf Senior Vice-President of Impact and Sustainability will lead the efforts, with support from thinkBeyond, a provider of social impact and sustainability consulting.  

Sam Shave, Managing Partner, thinkBeyond, said: “thinkBeyond supports leaders and organisations to make a positive impact both in, and through, sport. We are committed to supporting any organisation that demonstrates a genuine desire to embed and champion sustainability and impact. We have been impressed with the authentic and ambitious approach that LIV Golf and its leadership team has taken in doing this through the development of Potential, Unleashed. We look forward to seeing its impact in action.”

“We believe golf has incredible potential to create significant positive social and environmental change, potential that LIV is focused on unlocking." Greg Norman, LIV Golf Commissioner and Chief Executive

‘Potential, Unleashed’ has two ambitions: positively impacting the lives of 5.4 million young people across the globe and becoming climate positive by 2030.

LIV To Learn will see LIV Golf work in partnership with local and global organisation to increase opportunities for education, employment or training for young people, particularly refugees or internally displaced people.

LIV Green is the programme which will see LIV Golf focus on measuring and reducing the environmental impact of its events, and investing in climate-related research and technology. The Transform The Game initiative will aim to provide better access to play and work in golf for women and girls and The Way We LIV will encompass all sustainable initiatives in LIV Golf’s day-to-day running.

LIV Golf has been viewed as controversial by many observers. The organisation is supported financially by the Public Investment Fund of Saudi Arabia – a kingdom with a widely criticised human rights record. Last month, the PGA Tour agreed to join forces with LIV Golf in a shock announcement.

Image: LIV Golf

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