LIV Golf News: Bryson DeChambeau-Led Crushers GC, Apparel Giant Ink Massive New Deal

Published 02/08/2024, 7:40 AM EST

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The rumors have been floating in the air (or on the Internet) since last year. Now comes the official confirmation. Not any third-party or LIV-leaning channels, but Bryson DeChambeau-helmed Crushers GC shared that they have an official apparel partner.

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Landing a sponsorship deal with brands has been a sticking point for LIV Golf teams, not just Crushers. There were rumors of Nike investing billions in the Brooks Koepka-led Smash GC but despite the captain’s recent Nike tease, there has been no news on that front. Crushers, on the other hand, seemed to have quietly moved the needle ahead of the Las Vegas showdown to land a big-money sponsor.

Who is Crushers GC’s new sponsor?

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DeChambeau’s team announced on their official Instagram handle that Stitch Golf will be the new apparel sponsor for the entire team. “It’s official @stitchgolf (Stitch Golf) helps you shoot 58s and win Team Championships. We are proud to announce the partnership between @crushers_gc (Crushers GC) & @stitchgolf as the official on-course apparel sponsor,” captioned that team, with accompanying pictures of the squad members sporting Stitch apparel. The financial details of the partnership are yet to be known.

 

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Notably, Bryson DeChambeau has been a prior partner of the brand. In fact, at last year’s Open, the LIV Golf Pro sported the fall collection as well. The Scientist was also wearing Stitch clothes when he shot 58 at LIV Golf Bedminster and, of course, when Crushers GC won the team championship in Miami.

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Aside from the Crushers, Dustin Johnson’s 4Aces had a sponsorship deal with ExtraCurricular last season. Majesticks GC, the all-European squad, is perhaps the most successful, with three sponsorships under their name. Koepka’s Smash GC had a partnership with Bald Head Blues that was set to run until last season. There hasn’t been any official confirmation on that front yet.

Notably, LIV Golf had found corporate partners in EasyPost, a Utah-based logistical and commercial company. Additionally, the Singapore-based hotel chain Resorts World Sentosa sponsored one of its events there. The apparel partnership is indeed generating positive momentum, not just for the Crushers GC but for LIV Golf as well. The upstart league has latched on to the team aspect to sell their product. The idea for them is that the teams—there are 13 now, with Jon Rahm’s Legion XIII—are worth investing in for long-term returns.

How has LIV Golf pitched the team concept?

When Crushers GC pocketed $14 million for winning the team championship in Trump Doral, DeChambeau bagged $8.4 million from that, thanks to his 60% stake in the team as the captain and co-owner. Why is that relevant? A future sponsor, if they want to buy a stake in the team, will also get a share of that $14 million or whatever the team earns in any event. DeChambeau, should he want, can also sell a portion of his stake. But there is a catch.

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The problem is that the team concept in golf has yet to resonate with a larger audience. “No one is quite invested in Cleeks GC,” quipped Wyndham Clark in a recent podcast. Furthermore, the wrangling between the PGA Tour and LIV Golf was seen as a red flag for potential sponsors. Nevertheless, on paper, the teams can branch out to bigger franchises, where sponsors can cash in on an individual golfer’s fame, which will potentially increase revenue and drive the valuation of the team.

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Let’s not forget that, capitalizing on that model, Rory McIlroy and Tiger Woods also floated TGL, where both of them are co-owners of their respective teams. Notably, Fenway Sports Group, the leader of the Strategic Sports Group that invested $3 billion in the Tour, is also an investor in McIlroy’s TGL team, Boston Common Golf. Crushers GC getting an apparel sponsorship from Stitch is surely a positive sign for Greg Norman and PIF Chief Yasir Al-Rumayyan. How well that translates and indeed fits into the bigger picture remains to be seen.

Watch This Story | Bryson DeChambeau Compares PGA Tour to a Pizza Shop in Hilarious Attempt to Justify His Decisions

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Written by:

Parnab Bhattacharya

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I, Parnab Bhattacharya, am a budding golf writer at EssentiallySports. I am keen on constantly exploring my deep-rooted love for golf through my long-time passion for writing. With a strong knack for storytelling and experience in SEO content writing, I bring a unique blend of fluent writing and technical expertise.
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Edited by:

Sheldon Pereira

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