LIV Golf - New York Upfront

LIV Golf tasked WKND HRS with producing an exclusive upfront event in New York City that would bring together players, agents, investors, brand partners, and sponsors. The goal was to create an evening where business and culture intersected giving stakeholders the chance to meet athletes, hear directly from LIV executives, and connect over drinks in a setting that matched the league’s disruptive energy.

We transformed the Public Hotel into a sleek, immersive environment designed to showcase LIV Golf’s vision for the future of the sport. From branded staging and visuals to curated lighting and sound, every detail was crafted to feel premium, modern, and culture-forward.

The evening featured networking and cocktail sessions, a live presentation from LIV executives, and dedicated opportunities for guests to engage directly with LIV’s roster of players. Our team produced a balance of intimate atmosphere and bold brand presence, ensuring the space was conducive to business conversations while still carrying the excitement of a marquee sports property.

The New York upfront became a cornerstone moment for LIV Golf’s brand-building efforts in the U.S. By bringing together the league’s most important stakeholders in one iconic setting, the event helped forge stronger relationships between players, investors, and partners. Guests left with not only a clear sense of LIV’s vision, but also tangible connections that translated into business momentum for the season ahead.