Following weeks of speculation, LIV Golf has formerly announced that Greg Norman has been replaced as CEO and Commissioner of the Saudi-backed breakaway league by Scott O’Neil.
Effective immediately, O’Neil, 54, has been tasked with driving the strategic vision, business operations, and global growth for the league and its 13 teams as it enters its fourth season.
A press statement said that Norman is to remain involved with the enterprise, although it did not ascribe the 69-year-old Australian a specific job title.
O’Neil has more than 25 years of experience in leading and managing global sports and entertainment brands. Prior to being named CEO of LIV Golf, he served as CEO of Merlin Entertainments, responsible for overseeing the business operations and global growth across its 140+ attractions in 23 countries. Before Merlin, O’Neil served as CEO for Harris Blitzer Sports & Entertainment, and also worked in commercial roles with a wide range of leading US sports teams, including NBA’s New York Knicks and Philadelphia 76ers, the NFL’s Philadelphia Eagles, the NHL’s New York Rangers and New Jersey Devils.
“On behalf of the Board of Directors, we welcome Scott to the LIV Golf family, knowing he will capitalize on everything that has been accomplished over the past three years,” said LIV Golf Board Chairman Yasir Al-Rumayyan. “Scott has the passion, the tenacity, and the vision to continue leveraging LIV Golf’s position as a pre-eminent, global sports and entertainment company and to lead our amazing teams and players for years to come.”
“When we launched LIV Golf, there was no one that made more sense to lead the organization other than Greg Norman. I thank him for everything he has done to establish, launch and grow our league. He has been instrumental to LIV’s success.”
“The opportunity to lead a global sports league is a dream come true. I am grateful and humbly thank the members of the LIV Golf Board of Directors and its Chairman Yasir Al-Rumayyan for believing in my strategic vision, growth plan, and passion for this league,” said O’Neil. “LIV Golf is the world’s first global golf league and, with the best teams and players competing around the world, it represents sports entertainment at the highest level.
“What LIV Golf has achieved in just three years is remarkable – the game has been infused with a long overdue bolt of energy and innovation with the team model, players have increased freedom and rights, fans are getting the access they have always wanted, and the game has been brought to new markets that have been desperate for elite golf for decades.
“There has never been a better time to unlock real financial investment, bring team golf and innovation to the forefront, drastically lower the fan age demographic, and put fan experience and fun at the center of everything we do. LIV Golf represents the future of the sport and will ensure the future of the golf ecosystem for years to come.”
Greg Norman said: “Scott is exactly the type of experienced professional who understands the unique and powerful combination of entertainment and sports that LIV Golf exemplifies. The league will be in very good hands with him at the helm.”
“I started this journey more than 30 years ago, knowing in my heart and mind that the game of golf and its professional players were undervalued, delivering a product that felt stagnant. With LIV Golf, we changed the game forever. None of this would have been possible without the vision and leadership of LIV’s Chairman Yasir Al-Rumayyan. He always knew what was possible and he never wavered from his belief that golf could be more than it was in the past.”
“I couldn’t be prouder of what we’ve accomplished or more pleased with where the league stands today. I’m excited to pass the baton of day-to-day management and continue to help do what I can to grow LIV Golf.”
LIV Golf begins its fourth season on February 6 in Saudi Arabia. The first US event is taking place from April 4-6 at Trump Doral, a week before the Masters.
PGA Tour Enterprises and the Saudi PIF, the backers of LIV Golf, currently remain in discussions about the Saudi sovereign wealth fund becoming a minority investor, although it remains unclear how that would affect the two leagues or any path toward reuniting golf’s best players.