LIV Golf sued over ‘LIV’ branding in new trademark battle

LIV Golf is facing fresh legal scrutiny after a New York-based distillery accused the Saudi-backed league of trademark infringement in a federal lawsuit filed this week.

Long Island Spirits Inc. lodged the complaint in the U.S. District Court for the Eastern District of New York, claiming LIV Golf’s use of the “LIV” name across merchandise and alcoholic beverages unlawfully encroaches on its long-established brand.

The distillery is seeking a court order to block the league from using the “LIV” mark in connection with alcohol and apparel, alongside financial damages. It alleges the league engaged in deliberate and unfair competition by expanding into product categories where the company says it has built its reputation over nearly two decades.

According to the filing, Long Island Spirits has held registered and common-law rights to variations of the “LIV” name since 2007. The company argues that LIV Golf’s rapid commercial expansion — backed by significant marketing investment — has created confusion among customers and distributors, while also harming its sales.

Central to the dispute is LIV Golf’s growing lifestyle and beverage offering, including ready-to-drink cocktails such as the “LIV Clubhouse Cooler” and “Have a Beautiful Day,” both vodka-based drinks marketed under the league’s branding.

The distillery claims the overlap in branding has diluted its identity in the marketplace, stating that the continued use of “LIV” by the golf circuit is eroding consumer trust and goodwill associated with its products.

This is not the first time LIV Golf has found itself in a trademark dispute.

In 2025, Ohio-based Stinger Tees Inc. filed a $100 million lawsuit against the league’s former Stinger GC team, alleging trademark violations. The team — previously featuring South African players including major winners Charl Schwartzel and Louis Oosthuizen — has since rebranded as Southern Guards GC, with the case moving toward mediation.

Earlier, in 2023, Argentine firm Cool Brands Supply also took legal action against LIV Golf and Phil Mickelson’s HyFlyers GC, accusing them of copying a logo linked to its long-running Fallen apparel brand. That case was later withdrawn in early 2024.

The latest lawsuit adds to a growing list of off-course challenges for LIV Golf as it continues to expand its global presence. The league has already staged five events this season, including a recent tournament in South Africa that drew strong praise from players.

LIV Golf is scheduled to resume its calendar in Mexico City shortly after The Masters.