(Editor’s note: This op-ed piece penned by Greg Norman of LIV Golf originally ran in the Palm Beach Post.)
When we started LIV Golf, our mission was to change the game of golf for the better – to innovate and make the game we love more diverse and attractive to a broader, younger, more international audience. Our goal is to be a force for good, and already, we’ve seen an explosion of support around the world, particularly from young people and young families, who believe in the mission and love the experience of attending a LIV Golf tournament.
We’ve accomplished so much over the last two years to move the sport into the future and give fans of all ages an experience that they’ll never forget. But our mission is so much bigger than just the game. At LIV, we believe golf has incredible potential to create significant positive social change, potential that has never truly been unleashed. We can upend the status quo and push the boundaries of how things have always been done in golf.
Potential, Unleashed, our recently launched social impact and sustainability strategy, reflects our ideas to address the challenges facing our society and our planet. Our guiding principles focus on two main ideas: positively impacting the lives of 5.4 million young people across the world and becoming climate-positive by 2030.
We’ve created programs like “LIV to Learn” to partner with non-profit organizations and increase opportunities for education, employment, or training for young people, including displaced people.
“LIV Green” focuses on reducing the environmental impact of golf events and investing in climate-related research and technology while “Transform the Game” focuses on providing better access for women and girls to play and work in golf.
“The Way We LIV” is how LIV Golf practices what we preach, highlighting our focus on sustainable event delivery, diversity, equity, and inclusion in all areas while supporting the local communities in which we work and play.
We hope these initiatives will get more people involved in the sport that we love and inspire social impact that will leave its mark on future generations of our international community.
But this isn’t just talk. We’re putting our principles into…