RIYADH: LIV Golf’s 2026 season opener closed under the lights in Riyadh with more than just a champion crowned — it delivered a statement of intent about where the league stands globally, and how it aims to grow amongst the local crowds.
Riyadh Golf Club hosted the first 72-hole event in LIV history, blending elite competition with entertainment, fan activations and Saudi cultural elements. For Faisal Al-Jedea, regional managing director of LIV Golf in Saudi Arabia, the event represented much more than just a successful tournament.
“It is a fantastic feeling to see the event finish off in the way that it did,” Al-Jedea told Arab News. “We had excitement in the fan villages, elite athletes playing the greatest game of golf possible, as well as a host of world-class entertainment and family-friendly partner activations that kept fans engaged.”
Beyond the spectacle, Al-Jedea pointed to tangible signs of growth within LIV’s audience.
“If you walk around and take a look at the audience and the people engaging with LIV, you can see what is happening,” he said. “Thirty percent of our ticket buyers are new to the game of golf. Half of them are under the age of 45, of which a large share of that being women.
“It’s very nice to see that global number reflected within the Saudi tournament,” he added.
LIV’s international footprint is clear. The 2026 season will see 14 tournaments take place across 10 countries and five continents, with the 57-player roster representing 20 different nations. Al-Jedea believes the next stage of growth, however, lies in ensuring each event carries its own identity.
“What we are trying to do now at LIV is localize the global aspect with authenticity,” he said. “In my role as regional managing director, I have to ensure that bridge is there. I have to ensure that LIV in Riyadh is Saudi in essence — not just a generic experience that you copy and paste across every event.
“We want it to truly resonate with the locals, resonate with people coming into experience the culture. That is the goal of LIV Golf in Riyadh.”
That localization extends beyond entertainment and branding. For Al-Jedea, growing the game at grassroots level is equally important.
“Our fan village is a perfect example of how we can bring fans closer to the game of golf,” he said. “There are mini-games and different golf-related activities that get people — even those who know nothing about golf — engaged with the sport without even realising it.
“These small steps are what builds up to golf being more popular among the youth.”
He also highlighted wider ecosystem efforts led by Golf Saudi and the Saudi Golf Federation, including initiatives such as the “Go Golf” program, which offers free introductory lessons to newcomers.
“There are many initiatives happening to localise the game of golf,” Al-Jedea said. “When you combine that with events like LIV, you create more access points for people to discover the sport.”
Faisal Al-Jedea was appointed as regional managing director for Saudi Arabia at LIV Golf earlier this month, with his experience in the cultural sector proving vital in his selection for the role.
For him, the mission is clear: LIV Golf may travel the world, but in Riyadh, it must feel rooted.
“We are localizing the global with authenticity”: A philosophy that could shape LIV’s presence in Saudi Arabia for years to come.
