When LIV Golf came on the scene, it promised more than just bigger purses and a flashier format. LIV hinted at a new model for how professional golf could operate. That vision is taking another big step forward as club manufacturers begin to sponsor entire teams… a development that could reshape the golf business as we know it.
In a surprise move, PING has just signed on to sponsor Torque GC, one of LIV’s most successful and dynamic squads.
The new deal, which kicks off at LIV Golf Mexico City this weekend, sees Ping officially back an all-Latin American roster featuring Joaquín Niemann, Mito Pereira, Sebastián Muñoz, and Carlos Ortiz, all of which grew up playing Ping gear and have continued to rely on Ping throughout their pro careers.
“All four of the Torque GC team members played Ping equipment prior to turning professional and continue to do so today,” said Ping President & CEO John K. Solheim in a release. “They are great friends and tremendous competitors. We look forward to following their successes both as a team and individuals as they help increase Ping’s awareness to golfers around the world.”
PING’s support won’t just be behind the scenes. Expect Ping-branded headwear, staff bags, and full club setups for all four players… marking a rare moment where an equipment company is well represented with a team’s visual identity and on-course image.
A Personal Connection
For Niemann, Torque GC team’s captain, the Ping connection is deeply personal.
“My first set of PING clubs was one of their junior sets and I’ve had PING clubs in my bag ever since,” said Niemann. “They’re an engineering company that puts product performance above all else… We’re honored and grateful PING has chosen to support Torque GC in such a meaningful way.”
Niemann isn’t just all talk, he’s already secured four individual wins on LIV (including two this season) and added a high-profile victory on the Asian Tour last year with the debut of PING’s new G440 driver.
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The Big Picture: What This Means for LIV Golf
The move signals a shift in how club companies interact with professional golf. Instead of traditional one-on-one endorsement deals, Ping is now investing in an entire team brand, which is something that aligns perfectly with LIV’s team-based vision.
This comes on the heels of Callaway making a similar move by announcing a deal to sponsor Jon Rahm’s Legion XIII last month.
Is this a marketing evolution?
Ping is betting that tying itself to a top-performing, tightly branded team like Torque GC will offer greater visibility than individual endorsements ever could.
And Torque GC has earned the spotlight: they’ve finished in the top five in 11 of 13 events this season, notched four team wins, and are emerging as one of LIV’s flagship franchises.
What Comes Next?
If other equipment makers follow PING and Callaway’s lead, we could see a domino effect: TaylorMade, Cobra, Titleist, could all be eyeing similar team deals. The move could also influence player recruitment, branding strategies, and even gear development tailored for teams. Did someone say limited edition G440 metal woods? YES PLEASE.
Ultimately, PING’s partnership with Torque GC isn’t just a sponsorship, it’s a huge investment on the future of LIV Golf. And if it pays off, it could change how we think about teams, equipment, and marketing in the game as we move forward.
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