Bringing a niche sport into the mainstream takes hard work, dedication and unwavering perseverance. But Xtreme Drivers League (XDL) is successfully propelling the rising sport of long drive onto the world stage.
We caught up with XDL founder and CEO Olna Ford, who explains how she and her team are bringing this high-energy sport to audiences around the world – with critical support from AI Global Media.
A chance encounter
Long drive is a high-intensity sport in which athletes launch golf balls up to 400 yards and at speeds of 200 mph. The sport is now attracting global attention worldwide, from the US and China to South Africa and Australasia.
Since its launch nine years ago, XDL has become a major force in this thrilling sport, organising events across the globe.
Olna Ford’s involvement in the game came about by pure chance. With a background in modelling, fitness, and endurance sports, Olna was organising a celebrity golf tournament featuring long-drive athletes back in 2016.
“Seeing these athletes compete, I was immediately fascinated by the sport and could see its potential,” says Olna. “But it was clear that the sport needed more structure and business development behind it,” she adds. “So, with my background in sports and business, I decided to set up XDL.”
Expanding the game at home and abroad
Today, XDL is delivering women’s and men’s long drive championships, supporting the national teams (the New Zealand Long Blacks and the Aussie Long Ballers) and growing the juniors programme.
“Building XDL’s profile in such a new and emerging field was never going to be straightforward. It’s taken 10 years of hard work to lay the groundwork and get to where we are today,” explains Olna.
“AI Global Media has been instrumental in our journey, supporting us through media exposure and their awards programmes.”
Pushing through challenging times
The collaboration began at a tough time for XDL back in 2022, as New Zealand (and its economy) were still recovering from the pandemic. At the same time, XDL faced challenges breaking into an industry dominated by established brands.
“We were the newbies – coming in as industry disruptors,” says Olna. “But, also, as a woman, it’s tough trying to make a mark in a male-dominated industry.
“We worked hard not to tread on any toes in the golf industry, but we faced many setbacks along the way.
“After one particularly difficult day back in late 2022, I was feeling very deflated and, if I’m honest, ready to give up,” recalls Olna. “But fate intervened. On that same day, I received an email saying that XDL had won the Best Sporting League Award 2023 from AI Global Media. I couldn’t believe it initially. That award meant so much to us all at XDL. It gave us the inspiration and encouragement we needed to continue.”
Industry recognition drives brand awareness
Industry recognition helped boost XDL’s brand visibility and credibility, but it also fuelled renewed energy and momentum within the team.
“Unlike some of the major brands, we don’t have large budgets or a big backstage crew,” explains Olna. “So, winning this award showed us that the work we were doing mattered and that our efforts were recognised.”
Since then, the partnership has gone from strength to strength, with AI Global Media supporting XDL with media and brand awareness – including editorial features in APAC Insider magazine.
“AI Global Media has helped us share our story with a wider audience, both nationally and internationally,” remarks Olna. “They tick every box for what we’re looking for in a media partner.
“We’ve worked with other companies, but none come close to AI Global Media. The team is exceptional – professional, dedicated and incredibly kind and supportive. They’ve helped us reach audiences we could never have reached on our own.”
Taking long drive to new heights
It’s a partnership that’s also led to further award recognition. XDL has won AI Global Media’s Best Sporting League for three consecutive years while Olna has been personally recognised as ‘Most Innovative Sports Business Founder 2024’ and, just last month, ‘Sports Innovator of the Year 2025’.
“These awards mean so much to us all at XDL, reflecting the hard work of the entire team,” says Olna. “As a woman in sport, the individual awards are also very empowering for me personally.”
Looking ahead to 2026, XDL is expanding globally with its host partners, gearing up for an extended world tour, growing the juniors programme, rolling out its franchise model, and launching its new business development strategy worldwide.
“We’re looking forward to 2026 with real excitement as our plans come to fruition,” adds Olna.
“We’re focused on growing our brand both internationally and at home. We’ve learned so much along the way, and now we’re poised for the next stage of our journey. There’s only one media partner we want by our side – and that’s AI Global Media.”
Learn more about XDL on their website.
