LIV Golf Quietly Scores a Win While the Headlines Focus on the Behind-the-Scenes Chaos
RECORD DATE NOT STATED 2nd October 2025 The Carnoustie Golf Links, Carnoustie, Angus, Scotland Alfred Dunhill Links Golf Championship, Round One Dustin Johnson of USA walks down the first hole of Carnoustie Championship golf course during the first round of the Alfred Dunhill Links Championship PUBLICATIONxNOTxINxUK DavidxYoung
RECORD DATE NOT STATED 2nd October 2025 The Carnoustie Golf Links, Carnoustie, Angus, Scotland Alfred Dunhill Links Golf Championship, Round One Dustin Johnson of USA walks down the first hole of Carnoustie Championship golf course during the first round of the Alfred Dunhill Links Championship PUBLICATIONxNOTxINxUK DavidxYoung
LIV Golf might finally get a sigh of relief, amidst ongoing turbulence.
With Brooks Koepka bidding farewell to LIV Golf, the league entered a state of confusion in early 2026. But away from the noise, LIV Golf made a powerful display by working on its commercial foundation.
That came with Under Armour, as the brand became the official apparel sponsor for the 4Aces. The new Drive Pro Clones shoes, ArmourDry Polo, and a few select products from the golf lineup will be featured at Riyadh Golf Club.
Reflecting on the new partnership, Dustin Johnson, the 4Aces captain, said, “I’ve always admired Under Armour for the way they put athletes first in everything they do.”
“Their focus on performance and pushing boundaries matches how I approach the game, and that’s why the partnership feels so natural. I’m excited to have them behind me and our team.”
Under Armour is already a popular brand, with total revenue of $5.85 billion generated in 2025. And that is set to rise with the 4Aces promoting the golf lineup. After all, the team has stars like Johnson, Patrick Reed, Thomas Detry, and Thomas Pieters promoting the products.
The LIV Golf currently also partners with HSBC, Salesforce, Riyadh Air, Aramco, and Ma'aden, alongside this recent team-specific endorsement.
What the Partnership With Under Armour Means for LIV Golf
Chris Heck, the President of Business Operations for LIV Golf, believed that the new partnership had been established for one reason. And the credit goes to Johnson's leadership in making the 4Aces one of the elite teams in the league.
The team landed in the 5th position despite having no wins in 2025. Becoming sponsors for such a team ensures the brands' place within the ever-evolving golf ecosystem.
But many critics have viewed LIV Golf as a project-driven system. And sponsorships are often pointed to as a potential vulnerability. However, Under Armour’s expanded involvement is a challenge to that notion.
“Under Armour is a global leader in performance apparel, built to serve the needs of premier athletes with the competitive edge and intensity that define the 4Aces,” he concluded.
As skepticism grows louder, partnerships like this one suggest LIV Golf’s foundation may be stronger than the prevailing narrative suggests.
Written by
Krushna Pattnaik
Edited by
Joyita Das