LIV Golf has announced its new “Potential, Unleashed” social impact and sustainability strategy. This new initiative reflects LIV Golf’s commitment to enable and inspire a better tomorrow through the game of golf. “Potential, Unleashed” includes a variety of programs – LIV to Learn, LIV Green, Transform the Game, and the Way We LIV – that demonstrate a holistic and transformative strategy for social impact.
“LIV Golf has added value and injected significant new excitement into the global game of golf we all love, but we don’t want to stop there,” said Greg Norman, Commissioner and CEO of LIV Golf. “We believe golf has incredible potential to create significant social and environmental change, a potential that LIV has set out to unlock – Potential, Unleashed reflects our big ambitions and ideas to address the challenges facing our society and our planet. Our vision is bold, but we are committed to working collaboratively with our fans, teams, players and partners to give back to our communities and our planet and use the game of golf, which we love, to effect positive change.”
LIV Golf seeks to use golf as a platform to change and improve the world. Jake Jones, LIV Golf’s Senior Vice President of Impact and Sustainability, is leading this initiative, along with the league’s impact and sustainability team, with the support of thinkBeyond – an international leader in social impact and sustainability consulting.
“thinkBeyond supports leaders and organizations to generate positive impact both in and through sport,” said Sam Shave, Managing Partner of thinkBeyond. “We are committed to supporting any organization that demonstrates a genuine desire to integrate and champion sustainability and impact. We have been impressed by the authentic and ambitious approach LIV Golf and its management team have shown to do so through the development of Potential, Unleashed. We can’t wait to see its impact in action.”
Potential, Unleashed is focused on two main goals: to positively impact the lives of 5.4 million young people around the world and to be climate positive by 2030. In pursuit of these ambitions, LIV Golf is developing four programs that will strengthen efforts to support the lives of youth and refugees, increase golf’s diversity and protect the planet:
– LIV To Learn: LIV Golf will work in partnership with local and global organizations to increase education, employment or training opportunities for youth, especially refugees or internally displaced persons, who are out of work, training or school.
– LIV Green: LIV Golf will focus on measuring and reducing the environmental impact of its events, and investing in climate-related research and technology, enabling the golf industry to reduce its impact on the planet and respond positively to climate issues. Innovation challenges will be organized during the creation of the events, to create and share ideas, and foster collaboration between the golf industry and beyond.
– Transform The Game: LIV Golf will lead the way in providing better access to the game and work in golf for women and girls, and those from ethnically diverse communities. The league will offer paid training and employment opportunities and support its teams to expand opportunities to participate in the game.
– The Way We LIV: LIV Golf can only achieve these goals if it is a world-class organization with sustainability embedded in the way it conducts its business. The Way We LIV encompasses all day-to-day processes. It is how LIV Golf will achieve the highest standards, including the delivery of sustainable events, diversity, equity and inclusion in all areas, and support for the local communities in which the league works and plays.
LIV Golf is owned and operated by LIV Golf Investments, whose vision and mission are focused on making holistic and sustainable investments to enhance the global golf ecosystem and unlock the untapped worldwide potential of the sport.
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About LIV Golf Investments
LIV Golf Investments is a newly formed company with a group of US and UK companies and future offices in Asia. Its goal is to empower professional golf on a global scale to help unleash the untapped potential of the sport. Greg Norman is the first CEO and founder of LIV Golf Investments. PIF, one of the world’s largest financial funds with a diverse international investment portfolio, is the majority shareholder of LIV Golf Investments.
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