LIV Golf is once again at the center of controversy — but this time, it’s not about players, money, or rival tours. It’s about a name.
A Long Island-based distillery has filed a federal lawsuit against the Saudi-backed golf league, accusing LIV Golf of trademark infringement and claiming the league’s growing brand is damaging its business.
According to the lawsuit, Long Island Spirits — which has been using the “LIV” name since 2007 — says the golf league’s expansion into alcohol and merchandise has created “widespread confusion” among customers and distributors.
And that’s where things get serious.
The distillery isn’t just upset about branding — it claims LIV Golf’s massive marketing presence is actively hurting its reputation and sales. With LIV Golf pushing products like branded cocktails and apparel tied to its events, the lawsuit argues the league is stepping directly into territory that the smaller company has spent nearly two decades building.
The legal filing goes even further, accusing LIV Golf of “willful and intentional unfair competition,” and is seeking both financial damages and a court order that would prevent the league from using the “LIV” name in connection with alcohol and merchandise.
This isn’t just a minor dispute — it could have major implications.
If the court sides with the distillery, LIV Golf could be forced to rethink part of its branding strategy, especially as it continues expanding beyond just golf into lifestyle and entertainment markets. That’s a big deal for a league that has poured billions into building its identity since launching in 2021.
And here’s the kicker — this isn’t the first time LIV Golf has faced legal trouble over its branding.
The league has already dealt with multiple trademark disputes in recent years, including challenges involving apparel and logos. That pattern is starting to raise questions about how aggressively LIV has pushed into different markets — and whether that strategy is finally catching up to them.
For now, LIV Golf has not publicly responded to the lawsuit.
But one thing is clear: this case isn’t just about a name.
It’s about control, identity, and who gets to own one of the most recognizable brands in modern golf.
And depending on how this plays out… LIV Golf’s future off the course could look very different.
