- Partnership with KGC, LIV Golf's first all-Korean team, brings K-culture-driven fan experiences to global golf
- Community designed as a participatory fan platform centered on direct athlete-to-fan engagement
- On-site fan experiences to expand around the May Busan stop of LIV Golf Korea, featuring a Peggy Gou performance
SEOUL, Korea – April 28, 2026 – b.stage, a global fandom business platform, has launched the official fan community for Korean Golf Club (KGC), a team competing in the LIV Golf League. Following a recent MOU with professional golfer Kim Hyung-sung, the partnership with KGC marks b.stage's full-scale entry into the golf fandom business. It also signals the expansion of b.stage's fan experience expertise—built across K-POP, e-sports, and entertainment—into the broader sports industry.
KGC is LIV Golf's first all-Korean team, relaunched for the 2026 season after rebranding from Iron Head GC. Led by captain An Byeong-hun, the team features an all-Korean roster including Song Young-han, Kim Min-kyu, and Danny Lee, and has secured domestic partners such as Hanwha Plus and Amazing Cre to support its operations.
The LIV Golf League is made up of 57 players, including five wildcards, competing across 13 four-player teams in 14 tournaments around the world throughout the season. The league is also known for its "sportainment" format, which pairs tournaments with live music performances. The 2025 Incheon event featured appearances by G-Dragon and IVE, and the 2026 LIV Golf Korea tournament is scheduled for May 28–31 at Asiad Country Club in Busan, with an after-party performance by global DJ Peggy Gou.
b.stage has designed the KGC community as a participatory fan platform that enables fans to actively engage rather than passively receive information. Beyond one-way communication, the platform offers direct interaction with players, fan-driven event participation, and digital reward activities. Membership, content, and events are organically connected to sustain ongoing fan engagement.
The new community operates on a free membership model, offering direct communication opportunities with players, members-only content, LIV Golf Korea ticket benefits, and access to online and offline events. Additional benefits will be rolled out in phases, including exclusive giveaways, early access to new merchandise, priority entry to KGC fan sign events, and digital membership cards with dedicated perks. Ahead of the May Busan tournament, community members will receive priority access to on-site tie-in events and benefits, creating a seamless flow from online fan activity to offline experience.
"KGC is a team composed entirely of Korean players, with the goal of expanding K-culture-driven fan experiences globally," a KGC representative said. "Through this fan community, we plan to strengthen our connection with Korean fans while also communicating KGC's unique identity to fans around the world."
"Golf is a sport where individual player influence matters greatly, which means the depth of fan experience depends on how the relationship between players and fans is designed," said Steve Seo, CEO of bemyfriends. "Drawing on b.stage's fandom business expertise and data-driven insights, we will build a fan experience optimized for golf."
b.stage currently provides its fandom solution to more than 350 clients worldwide. Based on its "Fandom Business 360" strategy—which organically connects fan communities, content, and commerce—b.stage is strengthening its position as a global infrastructure for designing fan experiences across a diverse range of industries.
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