Cameron Smith watches his tee shot while competing in the LIV Golf Invitational-Chicago tournament on Sept. 16. Smith left the PGA Tour this year to join LIV after winning the British Open.

LIV Golf has player sponsors reconsidering endorsement deals

Golf equipment endorsement deals have long been a substantial source of income for professional golfers. Companies pay players and supply them with equipment and technical assistance in exchange for the right to use their name, image and likeness in advertisements and commercials.

Players also agree to be involved in photo shoots, be available for a negotiated number of corporate functions and wear the brand’s logo on their bag, hat or shirt. Incentive clauses for things like winning a PGA Tour event, a major championship, finishing first on the Tour in driving distance and making a Ryder Cup team are also common.

Fulfilling the contracts is usually easy for pros because they just need to play golf, smile, shake a few hands and stay out of trouble, but with the emergence of the LIV Golf series, brands are being forced to reevaluate their marketing plans and reassess the value of players, according to reporting by Golfweek’s David Dusek.

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