CASE STUDY: SERGIO GARCíA’S DIGITAL REBRAND IN THE LIV GOLF ERA
When LIV Golf launched in 2022, it wasn’t just another tour—it disrupted the professional golf world with shorter events, team formats, and major prize incentives. One of the biggest moves? Sergio García, whose transition from the PGA Tour became the perfect opportunity to reshape his digital image.
From Controversy to Connection
Before LIV, Sergio’s media spotlight often centered around controversy—on-course meltdowns, disputes, and career frustrations. He was seen as polarizing, overshadowing his undeniable talent and accomplishments.
We helped flip the narrative. Over a three-year digital strategy, Sergio transformed into a more relatable and inspiring figure. We highlighted his legacy, showcased his personality, and deepened his connection with fans.
The Strategy
We focused on three main goals:
- Highlight Sergio’s legacy while staying relevant
- Build a relatable, likable brand
- Maximize digital opportunities for partnerships and growth
We crafted a content mix that captured both his professional and personal life:
- Entertaining Golf Content: Skillful play, insights, and fun behind-the-scenes moments from LIV Golf events.
- Personal BTS Content: Candid moments with family, travel adventures, and charitable efforts.
- Unique Branded Content: Aligning his legacy and leadership with meaningful brand partnerships.
What We Did
- Led Sergio’s digital strategy as captain of LIV Golf’s Fireballs GC
- Produced original content that blended storytelling with high-impact visuals
- Showcased his range—from elite golfer to family man to cultural figure
The Impact: Numbers That Speak
From 2021 to 2024, the results were dramatic:
- Instagram Reach: ↑ 1,472% (from 170K to 2.6M)
- Top Video Views: ↑ 10,274% (from 69K to over 7M)
- TikTok Total Views: 0 to 250K+
- Twitter (X) Total Views: 0 to 2.8M
Additional highlights in just 90 days:
- IG Content Interactions: 1.7M ↑ 247%
- IG Views: 24K ↑ 197%
- Accounts Engaged: 2.7M ↑ 1,474%
- TikTok Monthly Views: ↑ 500%
Why It Worked
We didn’t just post content—we told a story. By balancing elite performance with authenticity and personal touchpoints, Sergio’s brand became dynamic and relatable. Fans saw the champion and the human behind it.
What’s Next
Sergio García’s digital presence is now a platform for storytelling, brand growth, and lasting legacy. With momentum from LIV Golf and a loyal digital audience, the path forward is rich with opportunity.
HIA Digital
Crafting legacy-driven digital brands for athletes and entertainment icons.