LIV Golf has announced the hiring of Scott O'Neil, former CEO of the Philadelphia 76ers and New Jersey Devils, to take over from Greg Norman as the head of the Saudi-backed rival league as it enters its fourth season. This move comes after reports that the Public Investment Fund of Saudi Arabia intended to reposition Norman within the organization. Norman had been serving as CEO since the inception of LIV Golf in 2022.
Merlin Entertainments, where O'Neil currently serves as CEO, confirmed his departure for this new opportunity. O'Neil's appointment comes at a crucial time as PGA Tour Enterprises is in discussions with the Public Investment Fund regarding a potential minority investment, aimed at bridging the divide in the golf landscape caused by the emergence of the new league.
The PGA Tour, European Tour, and the Public Investment Fund had reached an agreement in June 2023, with a deadline set for the end of the year to finalize the deal. However, this deadline was not met, leading to the PGA Tour securing a significant investment from Strategic Sports Group, with the possibility of further expansion, including player equity ownership.
Notably, the hiring of O'Neil is seen as a step towards reconciliation with PGA Tour players who had expressed reservations about Norman's leadership. Prominent players like Tiger Woods and Rory McIlroy had previously indicated that Norman's departure was necessary for any potential collaboration between the PGA Tour and the new league.
LIV Golf, which has yet to secure a network television contract, has announced a schedule for 2025 that is more internationally focused. Out of the 10 events revealed, only three will be held in the United States, with the first event scheduled two weeks after the U.S. Open in June.
Prior to his new role at LIV Golf, O'Neil served as the CEO of Harris Blitzer Sports & Entertainment, overseeing various projects and facilitating mergers within the organization. His extensive experience in sports management positions him well to lead LIV Golf into its next phase of development.
