LIV Golf has named Scott O’Neil, a veteran sports and entertainment executive, as its new CEO, replacing Greg Norman. The leadership change, announced in November 2024, comes as the Saudi-backed league navigates ongoing negotiations with the PGA Tour and DP World Tour to finalize a historic alliance.
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LIV Golf is set to usher in a new era of leadership as Scott O’Neil prepares to replace Greg Norman as CEO. Sources indicate O’Neil’s appointment will be finalized shortly, with an announcement expected in the coming week.
Norman, 69, a two-time Open Championship winner and golfing icon, has been instrumental in LIV Golf’s rise since its inception. As the face of the Saudi-backed league, Norman played a pivotal role in recruiting top-tier players like Phil Mickelson, Dustin Johnson, and Brooks Koepka with contracts exceeding $100 million.
Many credit him for leading the way in reshaping the professional golfing landscape.
Under Norman’s leadership, LIV Golf positioned itself as a disruptor, challenging traditional structures with innovative formats. This was largely made possible due to substantial financial backing from the Saudi Arabia’s Public Investment Fund (PIF).
However, his tenure also faced criticism and controversy, particularly over the league's impact on the esteemed PGA Tour and the broader golf ecosystem.
Far from completely cutting ties, Norman had previously hinted that he expects to remain involved with LIV Golf in some capacity despite his contract ending in 2025. If Norman is to continue in an advisory role, it will likely be in the hopes of smoothing the transition.
A frequent Sports Business Journal Forty Under 40 nominee, Scott O’Neil’s career spans several high-profile roles, achieving significant milestones at each post.
As CEO of Harris Blitzer Sports & Entertainment (HBSE), he oversaw the NBA’s Philadelphia 76ers and the NHL’s New Jersey Devils. He played a critical role in guiding the organization into emerging markets like esports and spearheading investments in cutting-edge sports technologies.
Prior to HBSE, O’Neil was president of Madison Square Garden Sports, where he managed iconic franchises like the New York Knicks and the New York Rangers. He also worked with the NBA as senior vice president of team marketing and operations.
Most recently, O’Neil has been serving as CEO of Merlin Entertainments, the world’s second-largest operator of theme parks and attractions, including Legoland and Madame Tussauds. He has informed the board of his intention to accept the CEO role at Liv Golf and will step down at the end of 2024.
Saudi Arabia’s PIF, LIV’s primary backer, partnered with Odgers Berndtson this summer to find Greg Norman’s CEO successor.
The decision to transition leadership occurs as LIV, the PGA Tour, and the DP World Tour negotiate a long-awaited alliance. A framework agreement signed in mid-2023 proposed over $1 billion in PIF funding to create a new for-profit entity, but the deal remains unfinished.
Despite being unable to reach an agreement before the 1 January 2024 deadline, all parties have been optimistic about striking a deal soon.
LIV has also strengthened its leadership this year with hires like Adam Harter (CMO), John Ruzich (CLO), Ilana Finley (CCO), and David Phillipps (CFO).