Scott O’Neil Named New CEO of LIV Golf, Replacing Greg Norman

LIV Golf announces Scott O’Neil as new CEO, with Greg Norman stepping down

LIV Golf has officially announced the appointment of Scott O’Neil as its new Chief Executive Officer, effective immediately. O’Neil will oversee the strategic vision, business operations, and global growth of the league, which comprises 13 teams, a roster of world-class golfers, and a focus on delivering a modernised experience for the next generation of golf fans.

This leadership transition comes as Greg Norman, who has served as LIV Golf’s first CEO and Commissioner since October 2021, steps down from his day-to-day management role. Norman will continue to be involved with the league, which he helped launch and shape over the past three years.

Yasir Al-Rumayyan, Chairman of LIV Golf’s Board of Directors, expressed confidence in O’Neil’s ability to lead the league forward. “On behalf of the Board of Directors, we welcome Scott to the LIV Golf family, knowing he will capitalise on everything that has been accomplished over the past three years,” he said. “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.”

O’Neil’s appointment brings decades of sports and entertainment industry expertise to LIV Golf. His career spans over 25 years, including roles as CEO of Merlin Entertainments, where he managed over 140 attractions across 23 countries, and as CEO of Harris Blitzer Sports & Entertainment (HBSE), where he oversaw substantial enterprise growth. O’Neil has also worked with some of the world’s most iconic sports brands, such as the NBA’s New York Knicks and Philadelphia 76ers, the NFL’s Philadelphia Eagles, and the NHL’s New York Rangers and New Jersey Devils.

“The opportunity to lead a global sports league is a dream come true,” O’Neil said. “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.”

O’Neil commended LIV Golf’s progress in its short history. “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,” he said.

Greg Norman Reflects on LIV Golf’s Journey

As O’Neil takes the reins, Greg Norman reflected on his time as LIV Golf’s inaugural CEO and the strides the league has made under his leadership. Announced as CEO and Commissioner in 2021, Norman was instrumental in developing LIV Golf’s team-based competition format and building a roster of elite players.

“First and foremost, congratulations to Scott. He is exactly the type of experienced professional who understands the unique and powerful combination of entertainment and sports that LIV Golf exemplifies,” Norman said.

Norman credited Yasir Al-Rumayyan for his unwavering vision and leadership, which helped establish LIV Golf as a significant presence in the sport. “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,” Norman said.

“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. LONG LIV GOLF!”

A New Chapter for LIV Golf

With Scott O’Neil now leading the organisation, LIV Golf enters its next phase of development. The league has already disrupted the sport with its innovative team-based format and global vision, and its leadership team remains committed to further growth and impact.

LIV Golf Adelaide - Final Round
Chris Trotman / LIV Golf

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