LIV Golf has once again found itself in hot water, this time for an alleged copyright infringement case, brought against them by a nightclub based in Miami, also known as LIV.
The two LIV stories
The interesting thing to note here is, both LIV Miami and LIV Golf are using the Roman numeral, 54 as the reason behind their names: LIV Miami has used it to make a reference to the legendary Studio 54 of 1970s in Manhattan. While LIV Golf has done it because of the 54 holes they play in each tournament instead of the usual 72 on most professional golf courses.
Why is the nightclub unhappy about it?
Another thing to take note of here is that LIV Miami didn’t object to Super Bowl LIV being in Miami in 2019, because they knew the event was good for the city.
There’s also an offshoot of the nightclub LIV in the Miami Dolphins Hard Rock Stadium, a kind of cross-promotion that cannot be bought with any kind of money. They embraced the NFL’s Superbowl name happily, but the trademark by a Saudi-backed tournament is something that they would not tolerate.
LIV Miami is located in South Florida and there are a lot of unwritten rules about that place, one of which is to show respect to the people of the service industry. Also, the group of people you always show respect to are the bartenders, servers, and security/door staff of any nightclub. But LIV Golf has apparently refuted all of that with their attitude to just go ahead and apply for the trademark, which was blocked by the nightclub.
Last year, in an interview with Sports Illustrated, Greg Norman, CEO of LIV Golf Investments explained the rationale behind the name.
"It is the Roman numeral for 54, which has two meanings: 54 is the lowest score you could shoot if you were to birdie every hole on a par 72 course, so there is an aspirational aspect to the thinking. It is also the number of holes to be played in each event.”
There is a $54 million prize available to any player who can birdie each hole of a par 72 course.