The LIV Golf scene is evolving, and it's becoming increasingly similar to the world of Formula 1. This is particularly evident in the recent apparel deal between Under Armour and 4Aces GC, which signals a shift in the way fans perceive and engage with the sport. The partnership between Under Armour and 4Aces GC is a prime example of how LIV Golf teams are becoming fully-fledged brands, not just groups of individual players.
The 4Aces GC lineup for the 2026 season includes Dustin Johnson (team captain and two-time major winner), Patrick Reed (Masters champion), Thomas Pieters (5-time DP World Tour winner and Ryder Cup star), and Thomas Detry (PGA Tour winner and LIV debutant). All four will wear Under Armour apparel and footwear, marking the first time the team’s full roster has competed in official UA gear. This is a full-team partnership, with the 4Aces set to debut a head-to-toe Under Armour kit when the new LIV Golf season begins at Riyadh Golf Club in February.
The deal is significant because it underscores the importance of identity in the LIV Golf league. Fans no longer follow individual players; they follow teams, colors, and brands. This is exactly how F1 works, and the deal feels very much like an F1-style performance partnership. Under Armour is stepping in as a major performance partner, not just slapping a logo on a sleeve.
The partnership also strengthens Under Armour’s already impressive golf roster, which includes three-time major champion Jordan Spieth, Rasmus Neergaard-Petersen, Christo Lamprecht, and Kieron van Wyk. Joining with one of LIV’s most successful teams is a clear signal that Under Armour sees long-term value in the league.
This deal is likely just the beginning. If one global performance brand is willing to commit fully to a LIV team, perhaps others will follow. The bigger picture is that the league’s structure is working for sponsors. Teams give brands something tangible to invest in, market around, and build stories with. If LIV really is golf’s answer to F1, then partnerships like Under Armour and the 4Aces feel less like an experiment – and more like the blueprint.
And don’t be surprised if this is just the start. What do you think about this deal? Do you think it will encourage more brands to invest in LIV Golf teams? Or do you think it’s just the beginning of a new era in golf?
