What Went Down at LIV Golf Miami
A Convergence of style, scene and elite golf.
While golf was the backdrop, LIV Golf Miami was undeniably a vibrant showcase of culture and lifestyle. The event felt less like a traditional tournament and more like a curated experience where fashion, music, and celebrity converged. With new CEO Scott O’Neil at the helm since January, LIV Golf is clearly positioning itself as a brand that extends far beyond the sport itself.
The atmosphere was electric, reminiscent of an F1 race blended with a music festival. Rufus du Sol and Sublime provided the soundtrack to a weekend where the energy was as palpable off the course as it was on. This blend created a unique environment where attendees could indulge in both the sport and a dynamic social scene.
A highlight was “The Duels,” a unique event that brought together YouTube golf personalities and professional players. The focus was less on the technicalities of the game and more on the personalities, interactions, and overall vibe. This approach, captured with high-quality cameras and a fast-paced editing style, mirrored the content trends favored by digital creators like Grant Horvat, Luke Kwon, Rick Shiels, Bob Does Sports and the Bryan Bros. George Bryan took home the $250,000 USD prize in the end competing alongside former Masters Champion Sergio Garcia.
Elsewhere, Miami’s reputation as a glamorous destination was reflected in the celebrity turnout. The iconic finishing hole at Club 54 became a hotspot for notable figures like TV personality Dylan Efron, models Devon Windsor, Camille Kostek, Sofia Reising, Taylor Hill, and Martha Hunt, UFC fighter Jorge Masvidal, pro-golfer and Off-White™ collaborator Paris Hilinski and influencer Olivia Jade. Their presence transformed the event into a social spectacle, akin to front-row seats at a New York Knicks game.
Cristian Gonzalez/Cg.media
The week also featured a pro-am that attracted athletes like Shane Victorino, Vonn Bell, and Wayne Gretzky alongside social media personalities Gabby Degasperis and Remec Carlson. This mix of models, star athletes and digital influencers created a “who’s who” atmosphere, uniting tastemakers from various fields of entertainment and pop culture.
With all the off course festivities it would have been easy to forget a golf tournament was taking place, but LIV Golf Miami also delivered compelling action on a notoriously difficult golf course. Marc Leishman won the individual title with a bogey-free round, leading his Ripper GC team of Cam Smith, Matt Jones and Lucas Herbert to victory with a cumulative 4-over total, the first over-par team win in LIV Golf history, a reflection of the challenging conditions.
Cristian Gonzalez/Cg.media
Ultimately, LIV Golf Miami was more than just a golf tournament though. It was a stylish gathering that highlighted the intersection of sports, entertainment, and lifestyle, setting a new standard for what a sporting event can be and charting a course for where LIV Golf is headed in the future. Since hiring O’Neil, LIV has shifted from a disruptive “Golf, But Louder” attitude to a more collaborative “Long LIV Golf” motto, reflecting its overall strategy.
Speaking to the media earlier in the week, O’Neil emphasized being “partners in the ecosystem” and growing the game of golf together alongside other powerful stakeholders. And although LIV Golf is already four events deep into the 2025 calendar its first tournament of the season on US soil – LIV Golf Miami – felt like a launch pad for the league’s next phase of growth as its further beds into the wider conversation around culture and lifestyle.
