“It is a normal evolution”: Adidas takes stance on LIV Golf, wants to focus on ‘sponsoring individuals’

Adidas will continue to sponsor individuals, regardless of whether they are a part of the LIV Golf Series or not.

LIV Golf, Adidas
LIV Golf, Adidas
FirstSportz News

The LIV Golf series has been a controversial one since its inception, and it has caused the golf world to split- both in play and in opinion. The Saudi backed series has faced a lot of backlash including suspensions and sanctions from other tour. However, recently Adidas spoke out about the LIV Series, and made its stance clear. CEO Kasper Rorsted believes that the inception of the Saudi backed series is  part of a “normal evolution” of the sport.

Rorsted continued, saying that the German sportswear company will continue to solely focus on the individuals of the sport and their partnership with them. However, Adidas said that it has made no decision yet as to whether it would sponsor a team on the new format of the LIV Series. It stressed more on the focus for sponsoring individuals.

Also read: “What a farce”: Twitter reacts to Phil Mickelson’s 2 year suspension by PGA Tour for LIV Golf recruiting

Adidas to continue to focus on individual sponsorship regardless of LIV Golf controversies

LIV Golf
LIV Golf

“We think it is a normal evolution that is going on, and eventually it is the bodies who need to decide what they do. We have the same conversation when you look upon the Champions League or the World Cup with UEFA or FIFA,” said the company to CNBC.

“We have a very strong point of view of the players, and in essence, we want to make certain that we partner with the best player — we think that is how easy that is,” he emphasised. The LIV Series, with Phil Mickelson and Bryson DeChambeau leading, have now filed an antitrust lawsuit against the PGA Tour, which will be a cause of concern in the coming future.

Also read: “I’ve got more responsibility”- Bryson DeChambeau reveals plan to donate money from the lucrative LIV event

Also read: “The hypocrisy is blatant”: Twitter reacts as LIV Golf players file anti-trust lawsuit against PGA Tour in bout of anger

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