In a strategic move to elevate its global presence and impact, LIV Golf has announced the appointment of Scott O’Neil as its new Chief Executive Officer, effective immediately. With a mandate to drive the strategic vision and oversee business operations for the league and its 13 teams, O’Neil’s leadership is poised to energize the burgeoning golf league, which boasts a roster of world-class talent and a commitment to innovative fan experiences.
O’Neil steps into the role following the instrumental leadership of Greg Norman, LIV Golf’s first CEO and Commissioner. While Norman will transition away from day-to-day management, he will continue to lend his expertise and support to the organization.
“On behalf of the Board of Directors, we welcome Scott to the LIV Golf family,” said Yasir Al-Rumayyan, Chairman of LIV Golf’s Board. “He brings passion, tenacity, and a vision that aligns with our mission to be a pre-eminent global sports and entertainment entity. We believe he will build on the remarkable achievements of the past three years.”
Under Norman’s stewardship since the league’s inception in October 2021, LIV Golf has made significant strides in reshaping the game. His groundbreaking work in establishing a unique team format and attracting elite golfers has laid a solid foundation for future growth.
O’Neil, with more than 25 years of experience in managing global sports and entertainment brands, including at the helm of Merlin Entertainments and Harris Blitzer Sports & Entertainment (HBSE), is well-equipped to lead LIV Golf into its next chapter. His track record includes driving over $2 billion in enterprise value growth by infusing innovation into the sports industry. O’Neil’s previous affiliations with iconic franchises such as the NBA’s New York Knicks and Philadelphia 76ers, the NFL’s Philadelphia Eagles, and the NHL’s New Jersey Devils underscore his deep roots within the sporting world.
“I am grateful for this opportunity and thank the LIV Golf Board for their belief in my vision,” O’Neil stated. “LIV Golf stands at the forefront of a new era in sports entertainment. Our league represents the best in competitive golfing, and we are committed to making the game more accessible to the next generation.”
O’Neil’s immediate goal is to harness LIV Golf’s momentum and continue enhancing the player and fan experience. He emphasized the league’s dedication to creating a vibrant community around golf, one that attracts younger fans and fosters deeper engagement.
“What LIV Golf has achieved in just three years is remarkable,” he said. “We are transforming the sport by offering increased freedom and rights to players, engaging fans like never before, and introducing elite golf to new markets worldwide.”
Norman expressed pride in what the league has accomplished under his leadership and offered congratulations to O’Neil on his new position. “Scott is the right professional to understand the powerful synergy between sports and entertainment that LIV Golf exemplifies. The league is in excellent hands,” he remarked.
As LIV Golf continues to make strides across continents—including tournaments in North and Latin America, Asia, Australia, the Middle East, and Europe—the league sets its sights on unlocking the untapped potential of the sport through innovative investments and event formats that resonate with today’s fans.
Founded in 2022, LIV Golf is not just a tournament series; it’s a movement designed to modernize golf and maximize its socio-economic impact. As it transitions into this exciting new phase with Scott O’Neil at the helm, LIV Golf reaffirms its commitment to revolutionizing the game for players and fans alike, promising a bright and dynamic future for the sport.