Breaking into the global sports industry is no easy feat, but Xtreme Drivers League (XDL) is propelling the emerging sport of long drive onto a global stage. XDL Founder and CEO Olna Ford reveals how she and her team are bringing this high-octane sport to new audiences worldwide – with support from AI Global Media.

Founded in 2016, Xtreme Drivers League (XDL) is now a leading force in the niche sport of long drive – where players compete to drive a golf ball the farthest, often exceeding 400 yards and speeds of 200 mph.

The fast-paced nature of the sport has led to growing popularity worldwide – with events in the US, China, South Africa and many other countries. XDL was founded by Olna Ford, with a mission to grow the sport both in New Zealand and internationally.

“Long drive is a fantastic game,” says Olna. “I’ve spent many years working in the sports industry, first as a model and then as a fitness instructor and endurance sports competitor. I got involved with long drive quite by accident during preparations for a celebrity golf tournament that featured two long-drive athletes. I was immediately fascinated by the sport and could see its potential.

“However, a lot of work was needed to professionalise the sport,” she adds. “With my background in sports and business, I decided to set up XDL. It’s taken us 10 years to get to this point – where long drive is finally being taken seriously on the world stage.”

Expanding the game at home and abroad

Olna and her team at XDL organise long-drive events around the world, promoting both women’s and men’s teams, and encouraging youth participation through a dedicated schools programme. XDL manages the New Zealand Long Blacks and the Aussie Long Ballers – both of which represent their countries in this emerging sport.

“As an underappreciated sport, it’s been a challenge to build long drive’s profile and establish ourselves as a leading force within the industry,” says Olna.

“AI Global Media has played a hugely important role in supporting our brand awareness through media exposure and various awards programmes.”

Pushing through challenging times

XDL’s collaboration with AI Global Media began during a challenging time for the business back in 2022. The sports industry – like much of New Zealand’s economy – was still recovering from the pandemic. And XDL faced other challenges in a sector dominated by large, established brands.

“The sports industry is a tough place for industry disrupters,” says Olna. “It’s particularly tough when you’re a woman trying to break through in a male-dominated field. We were very mindful not to encroach on the golfing world in any way, yet we still encountered many setbacks as we tried to carve a niche in the field.

“I recall one particularly difficult day back in late 2022. We were dealing with some industry pushback. I was feeling very deflated and ready to throw in the towel,” says Olna. “Then, I received an email telling us we’d won the Best Sporting League Award 2023 from AI Global Media. It was like a godsend. I shed tears of joy that day. That award meant so much to me and the rest of the team at XDL.

“In the sports world, industry recognition is everything, so an award like this really matters.”

The power of recognition

Recognition offers many benefits – from building trust and brand awareness to attracting new business. It’s great for both PR and employee engagement.

“Unlike some of the big brands, XDL doesn’t have a massive marketing budget or 100 staff,” explains Olna. “So, winning the Best Sporting League Award inspired and motivated us to continue. It made us feel part of something bigger.”

That first award marked the start of a strong and lasting partnership with AI Global Media. Over the past three years, their support has helped XDL raise its media profile and build global brand awareness through digital coverage in APAC Insider’s quarterly magazine.

“AI Global Media has helped us share our story with a wider audience, both nationally and internationally,” says Olna. “They tick every box for what we wanted in a media partner.

“We’ve worked with other companies before, but this team stands out for their professionalism, communication, attention to detail, and warmth.”

XDL has been named AI Global Media’s Best Sporting League for three consecutive years since 2022. Plus, Olna herself has been recognised as ‘Most Innovative Sports Business Founder 2024’ and, most recently, ‘Sports Innovator of the Year 2025’ for her contribution to the sports industry.

“I’m so proud that the entire XDL team has been recognised for their dedication and hard work,” says Olna. “For me personally, as a woman in a male-dominated field, it’s been hugely empowering. It makes me feel very emotional knowing that all our efforts have been worth it.”

The past three years have been transformative for XDL. “Our long-drive athletes are competing all around the world,” explains Olna. “Just this week alone, I have national players representing New Zealand and Australia in China, three driving for charity in Auckland and a national championship to look forward to imminently.”

Looking ahead, Olna and her team have big plans for the coming year, including an extended global tour, expanding globally with host partners, developing their franchise model, and further developing their long drive simulation capabilities and merchandising. They also plan to grow the schools programme further, and announce some new charity partnerships imminently.

“2026 looks set to be an exciting period for XDL,” says Olna. “We’re focused on international expansion with our host partners as well as further development of the XDL brand at home.

“We’ve learned so much along the way, and now we’re poised for ever greater growth. There’s only one media partner we want by our side during this journey – and that’s AI Global Media.”

Learn more about XDL on their website.