LIV Golf: Astute step for league to associate with specific states across America

LIV Golf Plants Flag in Oklahoma with Launch of OKGC, League’s First Team Anchored in a U.S. State

Hometown Hero and Captain Talor Gooch Spearheads Value-Driven Team Identity

As we move towards the fourth anniversary of the launch of LIV Golf the league has been dogged by controversy, speculation and a considerable amount of disingenuous reporting, but along the way the league has stayed true to its principles, showing the team element is a vital point of difference. So far LIV Golf has teams directly associated with Spain (Fireballs GC), Australia (Ripper GC), United Kingdom (Majesticks GC), Latin America (Torque GC), Korea (Korean Golf Club) and South Africa (Southern Guards GC).

Since its inception LIV Golf, against a tidal wave of media opposition and dirty tricks from the establishment, has struggled to gain traction in the United States. Events in Indianapolis and Michigan were successful in 2025, and one of its best supported events came in 2024 at Cedar Ridge Country Club in Tulsa, Oklahoma.

Since the departure of Brooks Koepka from LIV Golf and Smash GC it has been obvious that the team would look to rebrand, and this could be an astute step by LIV to embed itself in a state which, outside the odd Major every 10 years, doesn't regularly stage PGA TOUR golf.

And the relaunch of the team as OKGC was confirmed earlier on Tuesday in Oklahoma, as a press release details: LIV Golf today announced Smash GC will officially rebrand as OKGC, establishing Oklahoma as the team’s home market and marking the first time a LIV Golf franchise is directly aligned with a U.S. market. The newly rebranded team will make its competitive debut at Maaden LIV Golf Virginia, bringing its Oklahoma identity to the nation’s capital as part of the 2026 season.

The move represents a significant step in LIV Golf’s strategy to connect its teams to home markets, creating stronger identities and deeper relationships with fans, partners and communities. As the League continues to grow globally, OKGC highlights the growing impact of localized, domestic team identities within the LIV Golf franchise model.

OKGC will be led by Oklahoma native, team captain, and 2023 LIV Golf Individual Champion, Talor Gooch, one of the most accomplished players in LIV Golf history and an Oklahoma State University alum. His connection to the region provides an authentic foundation for the team’s identity moving forward.

“This is incredibly meaningful to me. Oklahoma is where I grew up and where I learned how to compete,” said Gooch, Team Captain of OKGC. “To now represent this state through OKGC and bring that identity with us around the world is something I'm really proud of. We're building a team that people can connect with, one that reflects the pride, resilience, and mindset of Oklahoma everywhere we go.”

The OKGC identity is rooted in the spirit and symbolism of Oklahoma. At the center of the mark is a bison, an enduring American symbol of grit, resilience and strength, reflecting the team’s mindset to move forward with determination. The number 46 is inlaid as a tribute to Oklahoma’s place as the 46th state admitted to the United States, representing a belief in earning everything and staking a claim through hard work. A star anchors the identity, nodding to the American heartland and the legacy that continues to drive the club forward.

“This is an important step in the continued evolution of our team model, and a milestone moment as we establish our first team aligned with a U.S. market,” said Katie O'Reilly, EVP and Head of Team Business and Operations at LIV Golf. “We’ve always believed in the power of team identity, and we're now seeing our teams develop stronger, more authentic connections across the globe. We’ve seen that momentum build in markets like Australia, the UK, South Africa and Korea, and OKGC represents the next step in bringing that approach to the United States. Oklahoma gives us an incredibly strong foundation having been a market we’ve had success in before (LIV Golf Tulsa 2023), and with Talor Gooch leading the team, there is an authentic connection to the market.”

By establishing a foothold in Oklahoma, LIV Golf is creating new opportunities for both global and regional partnerships, merchandise, fan engagement, and player recruitment, while maintaining the League’s global competitive structure. The state’s strong sporting culture, deep golf roots, successful collegiate pipeline, and growing economy make it an ideal foundation for the League’s first U.S. home market team.

From a team partnership perspective, OKGC is launching with pillar partners NOBULL and EdgeConnex, whose day one commitment showcase the commercial interest and viability of the regionally aligned team and whose collaboration will help shape the team’s commercial momentum and set the standard for a new era of sports partnerships.

The OKGC brand is inspired by the values that define the state: grit, forward momentum, and a strong sense of belonging. That ethos will be reflected across team uniforms, fan-first merchandise, content, and marketing activations throughout the remainder of the 2026 season. The rebrand was developed in partnership with Rare Design, a globally recognized creative agency and LIV Golf’s agency of record for recent team rebrands, including Majesticks Golf Club, Korean Golf Club and Southern Guards GC, known for building distinctive and culturally resonant sports brands.

It would seem certain that the 2027 calendar will feature an event in Oklahoma, which could be a return to Cedar Ridge, or a visit to one of the state's great courses. Southern Hills Country Club would seem unlikely given the fact it hosts Major Championships on a regular basis, and has previously played host to two editions of the PGA TOUR'S Tour Championship in 1995 and 1996. Other leading courses in Oklahoma include Oklahoma City Golf Club, The Golf Club of Oklahoma, Patriot, Karsten Creek and Oak Tree National.

Other LIV Golf League teams which feature 2 or more Americans on the team include 4Aces GC, Crushers GC, Rangegoats GC, and HyFlyers GC. HyFlyers, captained by Phil Mickelson, are the only All-American team, and moving forward they could be the next LIV Golf franchise to rebrand and connect with a specific place in the USA. 3 of the team (Mickelson, Tringale and Steele) hail from California, specifically Southern California and there are no shortage of potential venues which could stage a LIV Golf event in that destination.

Of course, the PGA TOUR has a long history in Southern California, but with the schedule set to undergo significant changes over the next 2 to 3 years, you wouldn't rule out LIV putting down roots in that part of the world, and rebranding HyFlyers to connect with Southern California in some way.

LIV Golf cannot ever succeed taking on the PGA TOUR, they have to be different and they have lean in to what makes them and their players unique. This project will always have its haters, and would always have had, no matter if it is funded by the Public Investment Fund of Saudi Arabia, Amazon or Elon Musk, because it was never about human rights, it was about something else coming on the scene and showing the world what the PGA TOUR isn't.

SHANK, by Matt Hooper