LIV Golf has entered the prediction market space through a new partnership with Novig, marking the first integration of such a platform into a live professional golf event.

Announced ahead of the Masters Tournament, the deal reflects a broader shift in how sports organisations are exploring alternative fan engagement models beyond traditional betting.

On-course visibility and digital integration

As part of the agreement, Novig branding will appear on the sleeves of seven LIV Golf players during the Masters window, including Dustin Johnson, Jon Rahm and Cameron Smith. The activation provides exposure during one of the most high-profile events in the golf calendar.

The partnership also extends across LIV Golf’s digital ecosystem, with co-branded content and social media activations designed to enhance fan interaction and highlight tournament storylines.

Prediction-based engagement features

Novig will introduce a range of prediction market offerings tied to tournament outcomes, including contracts on leaderboard results, hole-in-ones and player progression.

A fan contest featuring a 500,000 “Novig Cash” prize pool will also run alongside the event, allowing participants to make daily predictions on tournament results.

Unlike traditional sportsbooks, Novig operates a peer-to-peer trading model using in-platform currencies, although it is seeking regulatory approval to expand into real-money markets.

Part of a wider industry trend

The deal positions LIV Golf among a growing number of sports organisations embracing prediction markets as a new engagement channel. Major leagues such as the NHL, UFC, MLB and LaLiga have already signed similar agreements.

However, not all stakeholders are fully aligned. Some organisations remain cautious, citing regulatory uncertainty and integrity concerns.

Strategic direction

For LIV Golf, the partnership builds on its broader strategy of integrating digital and interactive experiences into its product, following previous collaborations in micro-betting and fantasy gaming.

At the same time, Novig continues to scale its presence in the sports ecosystem, supported by significant funding and ambitions to operate within a regulated framework.

Outlook

The collaboration highlights the rapid emergence of prediction markets as a complementary layer to sports entertainment.

As adoption grows, the balance between innovation, regulation and integrity will be critical in determining how widely these models are embraced across global sport.

Sources: World Casino News