LIV Golf has another legal battle, but this time against a foe with a very familiar name.
LIV nightclub in Miami Beach has filed a court action to oppose LIV Golf’s attempt to register its trademark.
In the Notice of Opposition, the nightclub states the trademarks “are visually, phonetically, and aurally similar and the goods/services share similarities.”
In other words, the legendary discotheque in the Fountainbleu Hotel is attempting to block the Saudi-backed golf league at the door.
LIV nightclub was founded by hospitality entrepreneur David Grutman in 2008 and has been recognized as one of the best clubs in the country. It is famous for its high energy and for attracting the rich and the famous among actors, musicians, athletes and models.
LIV Golf was founded in 2022, is financed by Saudi Arabia’s Public Investment Fund and is headed by CEO and commissioner Greg Norman. It has attracted some rich and famous golfers who jumped from the PGA Tour.
According to the Sports Business Journal, the filings go on to note that LIV Miami’s trademarks are registered “across the globe” and have “been in use for 15 years.” The conclusions of the filings are that “consumers will believe the LIV Golf trademarks are affiliated with or endorsed by” LIV Miami and “the registration of the LIV Golf trademarks will dilute the distinctive quality” of the LIV Miami trademarks.
Both companies chose LIV because it is the Roman Numeral for the number 54. Each LIV Golf event is 54 holes and the perfect score in golf is considered a 54 — 18 birdies on a par-72 course. LIV the nightclub’s location was built in 1954 and it has been referred to as Miami’s Studio 54.
LIV’s second event of the season, and the first this year in the U.S., will be Friday-Sunday at the Gallery Golf Club outside of Tucson, Arizona.
