Marketing in the News
I was interested in this topic because I have always been interested in sports marketing was curious on what some of the big news or big deals were in the marketing world for golf as it is one of the newest sports I have been getting seriously interested in. So in that light I looked through several articles and found this post talking about major loses all due to some risky hiring.
Key Takeaways
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High-Profile Hire, High-Stakes History: Heinerscheid led the ill-fated Bud Light campaign that caused massive brand fallout. Despite—or perhaps because of—that history, LIV Golf brought her on board.
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A Discounted Redemption? Reports suggest LIV hired her at a significantly reduced rate, raising questions about whether this was a strategic acquisition of talent or a controversial publicity stunt.
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A Brand Already Under Scrutiny: LIV Golf, financially backed by Saudi Arabia’s Public Investment Fund, has already faced criticism over sportswashing and its break from PGA Tour norms. Heinerscheid’s hire adds more fuel to that fire.
LIV Golf’s Value Proposition
LIV Golf’s value proposition is rooted in its disruption of traditional golf. It offers bigger purses, shorter tournament formats, and a bolder approach to athlete branding. The organization positions itself as a modern, rebellious alternative to the PGA Tour, aiming to attract younger fans and shake up the sport's image.
Marketing Relevance and Strategic Implications
This situation is a case study in crisis management, brand positioning, and reputation risk. Hiring Heinerscheid is inherently a branding decision. LIV Golf may be leveraging controversy to boost visibility and double down on its anti-establishment identity. The hire signals a potential new phase for LIV—one where shock value and provocative marketing may play a central role.
But there’s a strategic gamble here. Can LIV Golf afford to align with someone whose last campaign caused massive consumer backlash? Or is the company hoping that her experience navigating a crisis actually makes her more qualified to lead a brand through turbulent waters?
The Challenge: Perception and Polarization
LIV Golf's biggest marketing challenge is its reputation. Critics label it as “sportswashing” for Saudi Arabia, and golf purists still see it as an illegitimate rival to the PGA. With Heinerscheid’s baggage, LIV is adding another layer of controversy—potentially alienating existing audiences while trying to court a younger, more progressive demographic.
What Makes This Marketing Approach Unique?
LIV Golf is treating controversy as a branding asset. It’s flipping the script by betting that being talked about—even negatively—is better than blending in. This echoes marketing moves from brands like Kanye West’s Yeezy, Tesla’s Twitter antics, or even Burger King's provocative campaigns. It appeals to a buyer persona that values disruption, irreverence, and bold moves over tradition.
Critique and My Take
While bold, I believe this move is more risky than strategic. Marketing is about storytelling, and LIV’s story is already cluttered with skepticism. Adding Heinerscheid might amplify LIV’s “rebel” image but it also risks reinforcing the perception that the brand is out of touch or insensitive to public opinion.
If I were the brand manager, I’d focus on building credibility through strong athlete partnerships and transparent community engagement instead. Rather than courting controversy, I’d invest in building emotional connections with a younger audience through digital experiences and lifestyle branding.
What I Learned
This assignment taught me that marketing is never just about ads it’s about people. The people behind the campaigns, the ones consuming them, and the ones reacting online. A single decision can ripple into headlines, brand boycotts, or turnarounds. The LIV-Heinerscheid story is a lesson in the power—and danger—of marketing leadership.
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