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Sport
Brad Millington, Associate Professor, Sport Management, Brock University

LIV Golf: Sportwashing vs. the commercial value of public attention

LIV Golf Alastair Grant Dustin Johnson LIV Golf Invitational Phil Mickelson Centurion Club Economy Saudi Arabia England
Charles Schwartzel of South Africa celebrates after winning the inaugural LIV Golf Invitational on June 11. (AP Photo/Alastair Grant)

The LIV Golf Invitational Series held its first event recently at Centurion Club in St. Albans, England.

LIV is a challenger to established tours in men’s golf — most notably the PGA Tour. Golfers have seemingly been lured to LIV by exorbitant paydays. LIV prize purses are lucrative. So too is the money reportedly paid to top golfers to choose LIV competitions over other tour options (approximately $125 million for Dustin Johnson and $200 million for Phil Mickelson).

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