Majesticks shirt or Hy Flyers hoodie? Inside the LIV Golf merchandise tent

ByTom Irwin

I was intrigued to see many things at this week’s LIV Golf event at Centurion, and one of them was the merchandise tent.

LIV Golf started pushing out team merchandise during its first season, but now, the brands are beginning to take shape and fans are able to pick a side to support.

UK golf fans flocked to the merchandise tent in Hemel Hempstead to see what the fuss was about and choose their colours.

There was plenty to choose from.

Hoodies, t-shirts, caps, towels, children’s clothing. There was a colourful array of garments to lay your hands on during a scorching day just outside the capital.

Whether you are a Hy Flyer, an Iron Head or a Range Goat, you’d have been pleased with the range of items on offer.

The crowds at this year’s LIV event in the UK seemed far larger than the breakaway tour’s inaugural event at the same venue in June, 2022 and this showed in the tent.

A long queue looped around the clothing racks that featured branded pieces from all 12 teams.

As soon as it opened at 11.30am, the shop had to cope with feverish spectators and as far as I saw, things ran fairly smoothly.

Interestingly, there was no currency attached to the price of each item. If a hoodie was £90, it just said 90. If a towel was £20, it just said 20.

One of my favourite items was the headcovers made in the style of a King’s Guard’s hat. There was also a selection of LIV Golf-branded clothes, as well as all of the team’s logos.

The London theme was pushed throughout the venue – using the same London taxis to transport players around the golf course as last year.

The tent was located in the Fan Village on top of a hill that overlooks the putting green, the 1st tee box and the driving range.

Along with a mini-golf course, a tattoo parlour and a chipping challenge and many other leisure facilities, the Fan Village was packed with activities to occupy fans who wanted a break from the golf.

If you’ve attended LIV Golf London this week, let us know what you think with a tweet!

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Tom is a lifetime golfer, now over 30 years playing the game. 2023 marks 10 years in golf publishing and he is still holding down a + handicap at Alwoodley in Leeds. He has played over 600 golf courses, and has been a member of at least four including his first love Louth, in Lincolnshire. Tom likes unbranded clothing, natural fibres, and pencil bags. Seacroft in Lincolnshire is where it starts and ends.