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LIV Golf, a professional men's golf tour, has recruited a former PepsiCo chief marketing officer as its new CMO. This was surprising news in the sports industry because the newly appointed Adam Harter did not come from sports but from the snack and beverage sector—from PepsiCo.
According to The Wall Street Journal, LIV Golf's recruitment of the long-time Pepsi marketing executive is part of its plan for the future. Harter has been tasked to turn the 54-hole golf circuit from a controversial brand into a household name. The company believes in his capacity since he has also experienced leading the Pepsi Super Bowl Halftime Show.
First CMO Appointment in Over a Year
On Monday, May 6, LIV Golf confirmed that PepsiCo veteran Adam Harter had joined the company to lead its marketing unit. He was selected for the role because LIV Golf is looking to align the value of its brand and sponsorships with its famous players.
The company appointed Harter as the new CMO almost 18 months after Kerry Taylor vacated the position. At that time, she left amid the rush of executive changes. She was a former executive vice president of Viacom CBS' entertainment brands and only managed to stay at LIV Golf for less than a year.
Harter at the Helm: His Tasks at LIV Golf
The new marketing chief will spearhead all of LIV Golf's marketing activities to increase the company's reach, global engagement, and size. He is also expected to develop the league's partnerships and brands.
His tasks include defending the LIV Golf brand, which has received criticism from fans, sports executives, and golfers. The former PepsiCo executive must also work on building interest in the league's team-based golf style.
"Adam brings a unique, world-class set of skills and experience that will bolster LIV Golf's ongoing work and create incredible new opportunities to develop our league and team brands," Greg Norman, LIV Golf commissioner and CEO, said in a press release. "The addition of executives like Adam will help expand and deliver on the league's long-term goals as we continue to reach fans across the world in new and exciting ways."
The CEO added, "We are building a strong foundation of leading professionals dedicated to growing our league. We are proud of our many accomplishments thus far, but the best is yet to come."
Photo by: LIV Golf Press Release
