LIV Golf Secures New Lead Investor and Multi-Partner Ownership Model

LIV Golf is finalising a binding agreement with a lead investor and advancing toward an innovative multi-partner ownership model following the earlier withdrawal of financial support from the Saudi Public Investment Fund.

Speaking at a press conference ahead of the LIV Golf New York event on August 5, chief executive officer Scott O’Neil, confirmed that the board-approved investment deal anchors a new phase of commercial stability and structural evolution for the breakaway golf circuit, with over a dozen additional parties expressing interest in acquiring minority stakes.

Despite high-profile player defections back to the PGA Tour, the organisation has successfully retained core talent such as Bryson DeChambeau and Jon Rahm, while pivoting strategically toward equity-based incentives and comprehensive name, image, and likeness rights education.

Addressing the shifting commercial landscape and player compensation models, O’Neil defended the financial autonomy and earning capacity of elite athletes.

“There’s no shame in people making money for their craft.”

“The best people in the world at what they do should make a good living,” he said.

He also noted that competitors increasingly view the circuit as a unique second opportunity to transition from traditional cash payouts to meaningful equity ownership, creating a powerful alignment of long-term commercial interests across the entire organisation.

The league’s distinctive franchise team culture remains a vital cornerstone of its commercial proposition and fan appeal. O’Neil emphasised the strong camaraderie, active family involvement, and inclusive caddie partnerships cultivated across successful tournaments in global markets such as Adelaide and South Africa, describing the operational setup as entirely unique within professional sport.

O’Neil also described how the tour is “very special”, highlighting how top athletes actively embrace the competitive team format and issue challenges to rival entities.

Player commitment across the roster remains robust, with major champion Cameron Smith confirming his contract intentions, Marc Leishman expressing full confidence in the 2027 season, and veteran Dustin Johnson offering a blunt declaration of support with “Long LIV Golf.”

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