LIV Golf
Overview
Replatforming a global sports league for real-time fandom
LIV Golf is a professional golf league with a team-based format: 13 teams competing across 14 global events a season. The league set out to evolve a legacy sport and invite a new generation of fans into the game. Its digital experience worked against that ambition, fragmented across app and web and unable to scale for live tournament traffic.
Fantasy rebuilt all of it: native apps with unique experiences for both mobile and tablet, a full website, and the backend beneath them, with eight disciplines working in parallel and no handoffs.
Until recently, a build this size would have never hit a fixed launch date. Fantasy's full-stack AI engineering made it possible: the apps shipped live for the Riyadh season opener in 72 days, with the larger website following ahead of Mexico City.
The result is one platform that has held at scale since launch and puts fans in control of how they follow the sport.
Our Objectives
- 01.Create a personalized fan experience where users discover content, follow teams and players, and engage with the sport on their own terms
- 02.Unify fragmented content, video, and tournament data into one platform built to scale for live broadcast traffic
- 03.Build a scalable design system that serves 14 events and 13 teams, each with a distinct visual identity
- 04.Deliver infrastructure that handles live broadcast traffic at tournament scale from day one
- 05.Leverage AI across the build, from design through deployment, to ship to a higher standard, and faster, than traditional delivery allows
The Future of Golf Fandom
Built with AI, Owned by Humans
An AI-native build, from the design system to live infrastructure
AI ran through the entire build, not just the front end. Designs became code through an automated design-to-code pipeline: Claude Code and Figma's Model Context Protocol generated each component from the Figma source of truth, Storybook held it as a contract, and automated visual checks validated every one before it shipped. The same approach built the content platform, the live-data layer, and the cloud infrastructure underneath.
An AI review ran on every pull request, paired with automated testing, catching whole classes of failure before a human opened the code. Senior engineers owned every merge, keeping the build fast without trading away quality.
There’s usually a trade-off between speed and quality. We got both in spades and I attribute that not only to the new tools and processes, but also the skill and dedication of the amazing team. It was really fun to be a part of it.— SVP, Direct to Consumer, LIV Golf
One Platform, Every Tournament
A unified platform that shifts with every tournament
Fantasy built one platform beneath every surface: video, scoring, content, identity, and subscriptions all run through the same services. Extending Sanity beyond standard CMS use, LIV Golf's team runs each tournament's full lifecycle from one place: pre-event marketing, event-day coverage and feed switching, and post-event recaps. Content states shift with the event itself, so every surface updates on its own and the same content reaches web, app, and live event contexts.
The Impact
Engineered to carry a global sport at full scale, live from day one
Fantasy shipped LIV Golf's apps live and running at full tournament scale from the first broadcast, with no soft launch. The platform streamed live scoring, standings, and shot-by-shot tracking in real time, on a multi-cluster architecture with active failover built to absorb the traffic surges a live event drives, many times above baseline.
AI set the pace across the stack: an AI review gate on every pull request and automated validation from design through deployment compressed the build while senior engineers owned every merge.