LIV Golf Appoints Scott O’Neil as New CEO to Drive Global Growth

LIV Golf has announced Scott O’Neil as its new Chief Executive Officer, signalling a new era for the global golf league. O’Neil will oversee the league’s strategic vision, operations, and international expansion, as well as its innovative team-based competition. The appointment comes as Greg Norman, LIV Golf’s first CEO and Commissioner, steps back from day-to-day management but remains involved in an advisory capacity.

A Leader for the Next Phase

O’Neil brings over 25 years of experience managing and growing major sports and entertainment brands. Most recently, he served as CEO of Merlin Entertainments, leading global operations across 140+ attractions in 23 countries. His previous tenure as CEO of Harris Blitzer Sports & Entertainment saw him drive $2 billion in enterprise growth while overseeing properties like the NBA’s Philadelphia 76ers and NHL’s New Jersey Devils.

“The opportunity to lead a global sports league is a dream come true,” said O’Neil. “What LIV Golf has accomplished in just three years is nothing short of remarkable. The team model has energized the sport, players enjoy unprecedented freedoms, and fans have access like never before. I am eager to build on this foundation, bringing innovation to the forefront and drastically lowering the fan age demographic while enhancing experiences worldwide.”

A Bold Vision for the Future of Golf

LIV Golf, recognized for its trailblazing team format and dynamic competition, is positioning itself as the future of the sport. Under O’Neil’s leadership, the league will focus on:

• Expanding into untapped global markets.
• Enhancing fan experiences to attract younger audiences.
• Securing financial investment to further its groundbreaking initiatives.

Yasir Al-Rumayyan, LIV Golf Board Chairman, welcomed O’Neil: “Scott has the passion and vision to take LIV Golf to new heights as a preeminent global sports and entertainment company. Greg Norman’s leadership laid the groundwork, and Scott will now build on that success.”

Greg Norman Reflects on His Legacy

Norman, who led LIV Golf from its inception in 2021, expressed pride in his achievements: “We changed the game forever, introducing a bold new format and bringing golf to new markets. I’m excited to see Scott take the reins and continue the incredible journey we’ve started. LONG LIV GOLF!”

Norman’s tenure established LIV Golf’s innovative team model and brought many of the world’s top players to its roster. His contributions have reshaped the global golf landscape, making the sport more dynamic and inclusive.

A New Chapter Begins

As LIV Golf enters its next phase, O’Neil’s appointment reflects the league’s commitment to innovation, growth, and global reach. With its unique approach to sports entertainment, LIV Golf is poised to redefine golf for the modern era, ensuring a vibrant future for players, fans, and the industry.