July 13, 2026
A New York distillery has asked a federal judge to scuttle the formerly Saudi-backed golf tour's use of the "LIV" trademark for alcohol sales, arguing that the tour is threatening to diminish its brand.
March 24, 2026
LIV Golf was sued for trademark infringement in New York federal court on Monday by Long Island Vodka, which alleges the Saudi-backed company's unauthorized use of "LIV" in connection with alcohol and merchandise has caused consumers to mistakenly associate the distillery with a "highly controversial" venture bankrolled by a sovereign wealth fund.