Greg Norman replaced as LIV Golf boss by leading US sports executive

He took on the golf world and players including Tiger Woods to bring LIV Golf to life, but the Australian great will now only be a bit-part player.

Greg Norman declared LIV Golf had “changed the game forever” after officially being replaced as the chief executive and commissioner, but the Australian legend will “remain involved” with the Saudi-backed circuit.

Norman’s exit, having led LIV from its dramatic birth and clashed with players including Rory McIlroy and Tiger Woods after poaching major champions from the PGA Tour, had been flagged but is now complete, with leading American sports executive Scott O’Neil taking charge.

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While the war Norman started has thawed, with both the PGA Tour and LIV’s Saudi backers, the Public Investment Fund, in talks over a new deal to bring them closer together, the impact he had on the sport in the past three years can’t be understated.

Greg Norman made waves as LIV boss. Picture: Asanka Ratnayake/Getty Images

Having signed the likes of majors champions Jon Rahm, and Cameron Smith, when both were ranked the second-best players in the world, following the early influx of players like Brooks Koepka, Bryson de Chambeau, Dustin Johnson and Phil Mickelson, LIV made a big impression under Norman’s reign.

“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 on his exit.

“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!”

Norman was praised by many of the players he lured to LIV, aided by seven, eight and nine-figure signing bonuses, including a reported $140m for Smith.

Marc Leishman, who joined Smith’s all-Australian Ripper GC team, said Norman “put his butt on the line to make golf a better sport” and deserved the ultimate respect.

We’re excited to welcome Scott O’Neil as our new CEO! 👏

With 25+ years leading iconic teams like the Knicks, 76ers, Rangers, and Eagles—and venues like MSG—Scott’s ready to take LIV Golf to the next level.

Welcome to the team! 🙌#LIVGolfpic.twitter.com/Ha94zwT2kk

— LIV Golf (@livgolf_league) January 15, 2025

But while LIV Golf chairman Yasir Al-Rumayyan lauding him as “instrumental” to every bit of early success, Norman lost the battle for world ranking points, cruelling attempts for players who crossed over to get into the majors, and failed to land a major broadcast deal in the US.

The move to bring in Miller also comes as Rahm conceded he and other players would have liked to have seen more advancement on talks over the framework agreement with the PGA Tour that could determine the course of LIV’s future.

“I think a lot of us would say that when that framework agreement was done over a year and a half ago, things would be further along at this point,” he said.

“And it’s real hard to know what goes on behind closed doors, right. It’s up to people much higher up than me. I don’t know what their vision is or what they are expecting out of it, right. I think so many of us want some kind of resolution to come together and get the best product possible for the consumer, which is what I think we’re still in a position to do.

Norman brought elite golf back to Australia with the LIV Adelaide event. Picture: David Cannon/Getty Images)

“But I think we’re living in a golden era right now for golf where the possibilities are endless. A big tour in Europe and worldwide and a massive tour, the PGA Tour, and you have another big product with LIV and now you’re even adding the TGL. When it comes to golf, the possibilities are there right now.

“I think with the right minds put together, you can end up with a product, and I’ve been saying this all along, that could put golf at a different level in the world of sport. I’m still hopeful that that can happen and whatever it looks like, it will look like whatever it looks like.”