Scott O’Neil is taking the reins at LIV Golf, stepping in as the new CEO and marking a major shift for the Saudi-backed golf league. The move ends Greg Norman’s three-year stint running the controversial organization.
Norman isn’t completely leaving – he’ll stick around in some capacity, though LIV hasn’t spelled out exactly what his role will be.
“I’m excited to pass the baton of day-to-day management,” Norman said, adding that he’ll still help grow the league he launched.
O’Neil brings some serious sports and entertainment chops to the job. He previously ran Merlin Entertainments and was the big boss at Harris Blitzer Sports & Entertainment, where he oversaw teams like the Philadelphia 76ers and New York Knicks.
He’s pretty fired up about LIV’s potential.
“What LIV Golf has achieved in just three years is remarkable,” O’Neil said. He points to the league’s team format, player freedoms, and its success bringing elite golf to new markets that have been “desperate” for top-level competition.
The timing couldn’t be more crucial. LIV is in the middle of complex negotiations between its backer – the Saudi Public Investment Fund – and the PGA Tour, trying to finalize a deal they first announced back in June 2023.
The league’s getting ready for its fourth season, which kicks off next month in Saudi Arabia. They’ve got some serious star power too, with big names like Jon Rahm and Bryson DeChambeau leading the charge.
O’Neil’s got big plans for the future. He sees LIV as the key to bringing younger fans to golf, promising more innovation and a focus on making the sport more fun and accessible.
“LIV Golf represents the future of the sport,” he said, “and will ensure the future of the golf ecosystem for years to come.”
