Full Breakdown
LIV Golf Faces Trademark Infringement Lawsuit from Long Island Distillery
3/25/2026, 11:28:41 PM
Allegations of Trademark Infringement
Long Island Spirits Inc., a distillery based in New York, has filed a lawsuit against LIV Golf in the U.S. District Court for the Eastern District of New York, claiming that the golf league's use of the "LIV" branding for alcoholic beverages and apparel infringes on its registered trademark. The distillery, known for its LíV vodka and other spirits, alleges that LIV Golf's actions have caused "widespread confusion" among consumers and have negatively impacted its sales. The lawsuit seeks an injunction to prevent LIV Golf from using the "LIV" name in connection with its products and demands punitive damages for what it describes as "willful and intentional unfair competition."
Background of Long Island Spirits
Founded in 2007, Long Island Spirits produces a range of alcoholic beverages, including its flagship LíV vodka, crafted from local potatoes. The company has established multiple registered and common-law variations of the "LIV" mark over the years. The lawsuit asserts that since LIV Golf's inception in 2021, the league has invested heavily in marketing its own "LIV" branded alcoholic products, including cocktails like the LIV Clubhouse Cooler and LIV Transfusion Cocktail, which the distillery argues directly compete with its offerings.
Claims of Consumer Confusion
The lawsuit emphasizes that the overlap in branding has led to actual confusion among distributors, retailers, and consumers regarding the affiliation between Long Island Spirits and LIV Golf. The complaint states, "Consumers’ mistaken belief that LIV is in league with a highly controversial and heavily commercialized venture backed by an immense foreign sovereign wealth fund is antithetical to the authentic, pioneering, craft spirit LíV brand that LIV has worked hard to build."
Previous Legal Challenges
This lawsuit is not the first legal challenge faced by LIV Golf regarding trademark issues. In June 2023, Cool Brands Supply, an Argentine corporation, accused LIV Golf and its HyFlyers GC team of copying its logo for a lifestyle apparel brand. That lawsuit was dropped in January 2024. Additionally, an Ohio-based company, Stinger Tees, Inc., has filed a lawsuit against LIV Golf, seeking $100 million in damages for alleged trademark infringement, with mediation scheduled for April 2025.
Official Statements & Responses
LIV Golf has not publicly responded to the latest lawsuit as of the time of reporting. The distillery's legal action highlights ongoing tensions in the competitive landscape of sports branding and the complexities of trademark law, particularly as it pertains to emerging entities like LIV Golf, which is backed by Saudi Arabia's sovereign wealth fund.
Criticism & Opposition
Critics of LIV Golf often view the league as a vehicle for the Saudi monarchy to divert attention from its human rights record. The ongoing legal disputes surrounding its branding practices further complicate its public image and raise questions about the implications of its marketing strategies.
What's Next
The outcome of Long Island Spirits' lawsuit against LIV Golf could set a significant precedent for trademark rights in the sports and beverage industries, particularly as the case progresses through the legal system. The court's decision may influence how similar disputes are handled in the future.
