How does LIV Golf
bring fans closer to
the action at scale
with Agent Force?
Why don't we find
out? I'm Kerry Chow,
joined by LIV Golf
CEO Scott O'Neill and
Global Golf Superstar
and LIV Golf Team
Captain Bryson
DeChambeau. Guys,
thanks, first of all,
for joining us here.
Scott, in just three
seasons, LIV Golf
has truly already
taken off. When
you became CEO in
January, what were
some of your top
business priorities,
and how did that lead
to the partnership
with Salesforce? for
us? Sure. Well, first
off is we needed
more distribution,
television distribution,
really terrestrial
old school. We did a
deal with Fox Sports
and then ITV in the
UK, and we grew our
household reach to 900
million homes. That
was the first piece.
The second piece was,
is do we have the right
team here to build
a real sustainable
business? So we started
to recruit hunters,
quite frankly, like
how do we actually
go out and build a
real business? And the
third piece was, was
what does our
sponsorship platform look
like and what partners
do we think can not
only be wonderful
partners but also those
who can help us grow
the game of golf and
that's how we we walked
into salesforce well
speaking of which so
follow up there so
how has salesforce
helped you grow the game
globally is there like
an example you can
give us well we're
working on some very
very exciting things
first off the way we
go to grow the game
is bryson de chambeau
and listen He's got
some incredible peers,
you know, John
Rahm and Dustin
Johnson and Phil
Mickelson and Cam
Smith and amazing
great players.
But Bryson is a
global superstar.
And everywhere
we go, we see
it happen. And
we saw it here.
You know, I mean,
crowds follow him. He
attracts attention.
And by the way, there
is nobody more
hardworking. There is
nobody smarter. There
is nobody that has
this kind of business
vision and yet has
the capacity and gift
to go engage with
young fans in the
round, before the round,
after the round.
I think he's a big
difference maker. In
terms of sales force,
I mean, Agent Caddy
will transform the
fan experience. And
the only way I can
tell you is something
like this, is
he's got a great caddy,
Jibo, and caddies
at the pro level,
the elite level,
have some really difficult
responsibilities.
They're part
psychologist, part coach,
part explain
the course, part
read putts.
They've got a whole
host of things
to do. Part dad.
Part dad for me.
Yes, part father.
And for me, an amateur
golfer at best,
when I have a cat, I
was just in Northern
Ireland playing at a
course called Castle
Rock, and I remember
the caddy said to me,
this is Ireland, okay? We
don't talk
about distance.
Use this club. And I
thought it was really
interesting because
the wind was coming and
the hail and the
rain, and what he was
saying was, look, I'll
help you read putts,
okay? I will pick the
right club. I know the
course I explain to
you. You swing, okay?
And I think, and can
you imagine if you
had that kind of
capacity and capability
for a fan? Yeah.
And so 30% of our
base, 60% actually
when we went to Korea,
had never been to a
golf event before.
So what would a fan
want? Well, the fan
would want to know where
Bryson is. Most fans
want to know that.
And what club is he
about to pick up?
Okay. They want to know
where the merchandise
tent is. Is there
something on sale? How
to get myself a nice
cold beverage and
maybe something to eat.
Who the musical act
is. is Imagine Dragons
playing at 7 or 8,
and where's the stage?
Where's the trophy
presentation? All the stuff
a fan would want. Could
you imagine if you
could have that at your
fingertips and then
all the facts and stats
you could ever want
in and around the game
right here on an app?
And it does not happen
without Salesforce.
I love that. Bryson,
we're going to
get into some
stats here, and I'm
curious on how you
integrate stats into
your, whether it's
content creation.
I mean, Scott just
mentioned how you're a
leading ambassador
of the brand, But I'm
also curious, from a
golf content creation
standpoint, how you
use data to identify,
like, opportunities?
Because, you know,
with Salesforce, we're
all about that data.
How do you look at
data to impact what
you post and how
you create content?
Man, so there's a
few things. Like,
in regards to Live,
going to these
different venues
internationally has been
incredibly inspirational
for me, one.
And two, you just
start to see more of a
different type of
demographic when it transfers
back over to content
creation. So, like, you
look at some of the
YouTube stuff that I'm
doing, we're starting
to dub in different
languages. We're starting
to use some different
tools and whatnot
that allow for those
individuals that really
don't know how to speak
English all the time
to get into these
YouTube contents. And
also to see what Live Golf
is also about. So,
when we go to these
markets that aren't always,
like, English speaking
is the first thing,
making it more inclusive
to that, making it
more accessible to
that is kind of like
the goal that I'm trying
to accomplish on my
YouTube side. how this
whole thing flywheels.
And so from a usability
perspective and how
it ties in, I try to
grow the game globally
and then live as an
amazing platform that
allows us to do that. And
then alongside
Salesforce, this is only
going to enhance it even
more, twofold. Yeah,
you're in such a unique
situation. What's it
like? Because we're
trying to use these new
innovations to get
closer to what it's like
to know what Bryson's
doing. What's it like
when people have all
this information and
data about you? I know
what you're about to
eat. He's hitting a
ball over a railing into
a shot cup. That's what
he's actually doing.
What's it like when
people know, oh,
man, this is what
Bryson's going to do?
Well, what's amazing
about that is it
allows me to interact
with the fans
because they know
what I'm doing, right?
So as I'm walking
down the fairways,
I can look back
and somebody yells,
I love break 50
or I love the shot
cup challenge.
I love the shot
over the house, and
I can engage with
that. I want to
be on break 50.
Well, you've got
to be good enough.
You've got to be
Steph Curry over here.
It's really
awful. We have
caddy talks
for that. Okay.
I love that. And I
love, again, this is
all about the commitment
to fan engagement.
It is. But the fan
engagement starts
with his work ethic.
Like this guy. Now,
you employ and use
AI more than not only
in fan content, but
also in how much.
Wait till you see what
we're building, by
the way, this offseason.
I will say it's like
it's wonderful to have
a partner and have
partners in this league.
And Bryson is certainly
the leader of the
pack that engage
technology, leverage
technology, appreciate AI,
leverage AI, and
understand the impact that
they can have in growing
this game of fans.
I want to talk now
about the broadcast,
though, because we're
talking about fan caddy,
but LIV Golf, you
got a whole bunch
of tricks in your
bag. Yes, we do.
Tell me about
what Salesforce
Agent Caddy is
and how it creates
a better broadcast
experience
for LIV Golf's global
audience, which
I'm seeing 857 million
households across
over 150 countries
and territories.
Like, how are we
going to impact that?
Yes. Well, we're
embarking on a very
aggressive program
to kind of reimagine
what our broadcast
experience is.
And Agent Caddy,
developed by Salesforce,
is going to be
a key component
behind that evolution
and development.
What's somewhat challenging
about what we do
is we're in a shotgun
start, which, again,
the age-old problem in
long golf tournaments,
of course, is how
long it takes, okay?
We can do it in four
hours and 35 minutes.
And we have the team
component and the
individual component.
And we have some of the
best players in the
world. And the best
players in the world. I
love that, those three,
but they create
complexity in explaining
to the viewer at home,
a first-time viewer,
and we have a lot of
new fans, and we're
growing the base. We've
got to explain what's
going on, and Agent
Caddy will help our
analysts. And it's also
getting younger, too,
right? You look at
the demographic of
individuals. I'm looking
at my YouTube channel.
You see it getting
younger, and with Fox now,
it's getting younger.
You start seeing
people that tune in.
it's a younger audience
which they've never
really played much golf
before understand what
golf is and they're
just experiencing it
the first time so we've
got to make it easy
to digest it's like a
low barrier to entry
we need to make the
barrier to entry super
low and this is what
salesforce can do and and
with a younger audience
what you know
they're looking for a
second screen and third
screen experience yeah
so any shot any time
an agent caddy correct
and the fan caddy will
kind of provide that
opportunity for our
fans to get inside the
game fall in love with
the bryson DeChambeau's
of the world and
play more golf. Y'all
got me hyped. Really
love it. Scott, Bryson,
thank you so much for
telling our audience
about how LIV Golf
and Salesforce are
partnering to create a
better fan experience.
Thank you. Thanks for
the opportunity. Couldn't
do it without
Salesforce. So thank you.