Music on the tee boxes, players in shorts, 54-hole events — the LIV Golf experience caters to younger fans with a different span of attention.
“Golf, But Louder” read a prominently displayed banner adjacent to the No. 1 hole, where a sound system blasted hip-hop, metal, grunge and rock ’n’ roll, emboldening fans to cheer wildly while surrounding the tee box at this week’s LIV debut in the D.C. area.
“Ice Ice Baby” means Henrik Stenson is approaching. The 2016 British Open champion was the first Swede to win a men’s major and ascended as high as No. 2 in the world rankings in 2014. He also had been named Europe’s Ryder Cup captain but was stripped of the role last year after he joined up with LIV.
In last year’s inaugural event in London, music played only on the driving range until players requested it be audible at the tee boxes and throughout the course. Many LIV players warm up with ear buds anyway, so they had grown accustomed to swinging with music.The environment this week in Sterling has stood in stark contrast to that of last year’s D.C.
Targeting a younger fan base also has translated into more early-20-something players joining LIV. Spain’s David Puig, 21, is the youngest member of the LIV roster. Fellow Spaniard Eugenio Chacarra and Aussie Jediah Morgan are 23. Americans Matthew Wolff and James Piot are a year older.
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