LIV Golf has named Scott O’Neil as its new CEO, replacing Greg Norman, who served in the role since the Saudi-backed league launched in 2021.
In a statement released Wednesday, LIV Golf said O’Neil will be responsible for propelling the team golf tour’s strategic vision, business operations and global growth.
“Scott has the passion, determination and vision to continue building LIV Golf into a premier sports and entertainment company, and to lead our exceptional teams and players for years to come,” said Yasir Al- Rumayyan, Chairman of the Board of Directors of LIV Golf.
O’Neil has over 25 years of experience leading and managing global sports and entertainment brands. He previously served as CEO of Merlin Entertainments and, before that, as CEO of Harris Blitzer Sports & Entertainment.
“What LIV Golf has accomplished in just three years is remarkable,” said O’Neil.
“The game has been revitalized with long-awaited energy and innovation thanks to the team model.”
Al-Rumayyan expressed his gratitude to Norman, the Australian winner of two major tournaments, who served as the league’s first CEO and commissioner.
“At the time of LIV Golf’s launch, there was no one more logical than Greg Norman to lead the organization,” he added.
“I thank him for everything he has done to establish, launch and grow our league. He was a key player in the success of LIV.”
Norman said he was “excited to pass the baton” to O’Neil in a social media post Wednesday afternoon.
LIV Golf revolutionized the golf world when it initially launched, luring top players away from the PGA Tour with the promise of huge revenues, causing a deep division in the sport.
Continued negotiations between the PGA Tour and LIV Golf regarding a deal to unify professional golf have yet to come to fruition.
Information from Reuters has been incorporated into this report.
