HSBC Backs LIV Golf in a Bold Bid to Broaden the Game
A calm opinion on a global partnership that could reshape golf’s future
Las Vegas - LIV Golf’s announcement this week of a multi-year global partnership with HSBC deserves a moment of quiet consideration, not just headlines. Beneath the marketing speak and splashy photo opportunities lies a subtle, yet significant, statement about where the sport of golf is headed — and who intends to lead it there.
On the surface, HSBC becoming LIV’s official international banking partner seems like a logical move. HSBC’s long history in golf sponsorships, from The Open to the Women’s World Championship in Singapore, is well-established. But aligning with LIV — a league that’s often polarised opinions — is a risk that suggests HSBC sees beyond the noise to the potential growth story.
Barry O’Byrne of HSBC spoke of “opening up a world of opportunity for golf”, and in this case, that seems more than just a corporate platitude. LIV Golf’s team-centric, international circuit is deliberately designed to reach markets and audiences that have long been underserved by the traditional tours. Team affiliations with Crushers GC and Majesticks GC, and broadcast segments with a reach to over 875 million homes, all point towards a plan to make golf feel more inclusive, more accessible, and — crucially — more modern.
Some will argue HSBC is putting its reputation at stake by endorsing a league that has drawn its share of controversy. But as LIV CEO Scott O’Neil pointed out, few sports leagues can claim a truly global reach in such short order, and HSBC’s involvement adds a dose of credibility to LIV’s ambitions.
For golf fans who care more about where the game is going than where it’s been, this is a partnership worth watching. It suggests that the future of golf will not just be about who wins majors, but also about which organisations are willing to invest in growing the game for a new generation.
In the end, perhaps the quietest takeaway is the most powerful: golf’s global appeal has always been its greatest untapped resource. With HSBC now firmly in LIV’s corner, that resource may finally be getting the attention — and investment — it deserves.