Google Cloud and PMY Group partner with LIV Golf to deliver companion app with generative AI

Google Cloud and the PMY Group have announced a new, multi-year partnership in which Google Cloud will serve as PMY’s technology partner for selected sports, events, and venue customers. Under the partnership, Google Cloud and PMY are excited to announce a new multi-year agreement for Google to serve as the technology partner of LIV Golf, while Google and PMY will also be working on projects with several major sports and lifestyle brands, helping to transform fan experiences through generative artificial intelligence (AI).

As one of the first projects under the partnership, LIV Golf will begin unveiling a series of advancements in fan engagement, real-time data and statistics streaming, course and event mapping, and customisable experiences for fans and broadcast viewers.

Leveraging PMY’s expertise in transforming infrastructure, fan experience, and data intelligence, and Google Cloud’s innovative generative AI technologies, the partnership will help elevate the fan experience on and off the golf course and deliver personalised engagement unique to the sport.

Built upon Google Cloud’s Vertex AI platform, LIV’s new ‘Any Shot, Any Time’ feature - launching in summer 2024 on LIV Golf Plus - will create a highly innovative live broadcast experience.

Fans will be able to select exactly which golfers, teams, or groups they want to watch at any given time, as well as searchable and customizable on-demand highlight reels from any round of any LIV tournament.

Commenting on the development, Google Cloud President, Matt Renner advised “LIV Golf has been associated with innovation from its inception and is a leader in incorporating the latest and greatest technology into the sport of golf.

“As the technology partner of choice for LIV and other PMY clients, we are thrilled to help them create more engaging fan experiences with our leading generative AI tools and cloud platform.” LIV Golf Commissioner and Chief Executive, Greg Norman noted “this is a game changer for golf and most importantly, for the fans.

“We are proud to have Google Cloud on board as the official technology partner of LIV Golf as we accelerate our league’s digital transformation with the preeminent brand in this space. Working with Google and other world-class partners, our advanced approach to technology and innovation will revolutionize golf as we bring the sport into the future.”

In addition to ‘Any Shot, Any Time’, LIV’s Golf Companion App - powered by Google Cloud’s AI technologies, including its latest large language models (LLMs) -will enable fans to explore a golf event like never before. Features will include 3D aerial overviews of each venue, advanced real-time statistics, virtual caddy views, and customized competition recaps.

Also launching in summer 2024, the Golf Companion App will be available for free for consumers and can be downloaded on Apple and Google Play stores.

PMY Group Chief Executive, Paul Yeomans went on to say “the collaboration between Google Cloud, LIV Golf, and PMY is a result of a perfect synergy - PMY's global experience across data and major events, Google Cloud's advanced technologies, and LIV Golf's innovative approach.

“Our shared goal is to revolutionize the sports experience and unleash our combined expertise and world-class technologies for one of the world’s most innovative sports properties, LIV Golf.”

In addition to its partnership with PMY, Google Cloud has a long history of working with leading sport and entertainment brands, including Major League Baseball, SoFi Stadium and England’s Football Association.

Images: LIV Golf (top, credit: Shutterstock) and PMY Group Chief Executive Paul Yeomans (below).