LIV Golf & Coupang: Content Marketing Playbook for E-commerce
- CBO Editorial
- Apr 30
- 4 min read
Updated: May 5
C-Suite Insight: LIV Golf Korea presented by Coupang Play creates a mutually advantageous ecosystem, turning spectators into shoppers. Via a strategic entry into South Korea's $2B+ golf market through Coupang Play's 16M+ subscriber base, LIV Golf secures early-mover advantage in Asia's second-largest e-economy. Coupang leverages premium sports content to defend market share against incoming Chinese e-commerce competition.
South Korea is set to welcome its first LIV Golf League event as the global tour expands its presence in Asia through a groundbreaking partnership with Coupang Play, e-commerce giant Coupang's streaming platform.
The agreement, announced in January 2025, will see LIV Golf establish a regular tournament in South Korea's vibrant golf scene, with Coupang Play securing exclusive broadcasting rights for the country's rapidly growing digital audience.
LIV Golf Expands Fanbase
Via this partnership, LIV Golf is entering one of the world's most passionate golfing nations, offering its unique team-based format to Korean fans through Coupang Play's innovative platform. The digital sports market in South Korea continues to expand, particularly among affluent consumers who are heavy online shoppers across fashion, lifestyle, and technology categories.
The announcement came as South Korea continues to cement its position as a golfing powerhouse, producing world-class talent including major champions and Olympic medalists. The country boasts over 500 golf courses and has one of the highest per capita participation rates in Asia.
LIV Golf's expansion into South Korea marks the latest chapter in the tour's ambitious Asian strategy, following successful events in Singapore, Adelaide, and Hong Kong. The partnership announcement has generated immediate excitement among local golf communities.
Iron Heads captain Kevin Na, a Korean-born player who has long advocated for LIV Golf's arrival in South Korea, said: "I'm thrilled to finally be able to show Korean fans the unique culture and gameplay that LIV Golf offers. It's a completely different style from traditional golf, and it's bound to be a refreshing change. Especially in Korea, where there's a growing number of golf fans in their 20s and 30s, I think the response will be even stronger. LIV Golf is truly appealing to the younger generation." The tournament holds special significance for Iron Heads with three Korean-born players. Danny Lee, born in Incheon where the tournament will be held, expressed his excitement: "Having LIV Golf held in my hometown Incheon, it doesn't get more special than this... The fact that I'll be competing there alongside the world's top players still feels surreal, and I can't wait to play in front of the fans."
Industry analysts suggest the move could drive significant growth in Korea's golf tourism sector, with the first tournament expected to attract international visitors and global media attention. The South Korean golf market, valued at over $15 billion annually, continues to expand despite global economic challenges.
Coupang to Capture Affluent Consumer Demographic
From Coupang's strategic viewpoint, the LIV Golf partnership represents more than just content acquisition. This move comes as Coupang faces intensifying competition from Chinese e-commerce giants like AliExpress and Temu entering the South Korean market with aggressive pricing strategies. The partnership allows Coupang to differentiate itself through premium content while targeting its highest-value demographic segment.
Building on its growing sports entertainment credentials, Coupang Play enters the golf arena after successfully hosting major soccer matches under the "Coupang Play Series" in 2023 and 2024. The e-commerce giant brought global soccer giants Tottenham Hotspur and FC Bayern Munich to Seoul, creating unprecedented fan experiences that combined sports entertainment with interactive commerce. Tickets to these matches were open only to the Coupang WOW subscribers and could be purchased only through the Coupang mobile app.
The LIV partnership will include comprehensive coverage of LIV Golf events, with Korean language commentary, behind-the-scenes content, and interactive viewing experiences. Coupang Play plans to leverage its e-commerce integration to offer exclusive merchandise and fan experiences tied to the events. The company also plans to test its integrated commerce ambitions through the LIV partnership. Live-commerce during golf events could create unprecedented opportunities for viewers to purchase golf equipment, book tee times, or access exclusive merchandise while watching—all within Coupang's ecosystem.
Mixing Content and Commerce in Sports Marketing
This partnership illustrates how content and commerce increasingly intersect in Asian sports marketing. LIV Golf's entry through Coupang Play demonstrates the potential of aligning international sports properties with local digital platforms—incorporating native stars, leveraging the team format's natural appeal to Korean audiences, and tapping into existing e-commerce infrastructure. The arrangement offers a case study for brands seeking to maximize sports partnerships by integrating product placements during live events, coordinating fan experiences through local influencers, and developing merchandise through established retail channels. As traditional broadcasting faces economic pressures, this integrated approach—connecting streaming, shopping, and social engagement—provides insights into how sports properties might enhance their value in developing markets.
2025 LIV Golf Korea Tournament Schedule
Date: May 2-4, 2025
Venue: Jack Nicklaus Golf Club, Incheon, South Korea
Prize Purse: $25 million ($4 million winner's share)
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