Greg Norman lured some of golf’s biggest stars to LIV. Now he’s been replaced
LIV Golf named Scott O’Neil its new CEO on Wednesday, a role he will begin immediately.
O’Neil replaces Greg Norman, who will hand off day-to-day duties to O’Neil but remain with the upstart series.
Greg Norman has been replaced as LIV CEO.Credit: Getty
“We welcome Scott to the LIV Golf family, knowing he will capitalise on everything that has been accomplished over the past three years,” LIV Golf chairman Yasir Al-Rumayyan said in a statement.
“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 most recently served as CEO of Merlin Entertainments Group, which operates amusement parks and resorts. Merlin announced in November that O’Neil is leaving for “another opportunity.”
O’Neil became CEO of the Philadelphia 76ers in 2013. As CEO of Harris Blitzer Sports & Entertainment, he oversaw the Sixers and the NHL’s New Jersey Devils. He also served as president of Madison Square Garden and worked for the NBA.
Cameron Smith was one of the stars Greg Norman lured to LIV Golf.Credit: Getty Images
O’Neil comes aboard amid ongoing negotiations for an alliance between LIV Golf, the PGA Tour and the DP World Tour (European tour).
LIV Golf caused a major disruption in the golf world when it first launched, luring top players away from the PGA Tour with the promise of huge paydays and causing a bitter divide in the sport.
Massive prize pools and nine-figure contracts lured superstars like Jon Rahm, Bryson DeChambeau, Phil Mickelson, Dustin Johnson, Brooks Koepka and Cameron Smith away from the PGA Tour.
Norman, 69, told Sports Illustrated in October that his contract was scheduled to end in August 2025. He helped to launch the breakaway golf circuit, backed by Saudi Arabia’s Public Investment Fund (PIF), in October 2021.
“When we launched LIV Golf, there was no one that made more sense to lead the organisation other than Greg Norman. I thank him for everything he has done to establish, launch and grow our league. He has been instrumental to LIV’s success,” Al-Rumayyan said.
Under Norman’s watch, LIV Golf completed its third season in 2024. LIV did not disclose what role Norman would have going forward.
“First and foremost, congratulations to Scott,” Norman said in the statement.
“He is exactly the type of experienced professional who understands the unique and powerful combination of entertainment and sports that LIV Golf exemplifies. The league will be in very good hands with him at the helm.”
O’Neil said the opportunity to lead a sports league “is a dream come true”.
“What LIV Golf has achieved in just three years is remarkable,” O’Neil said. “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.”
LIV Golf begins its fourth season on February 6.
Field Level Media, Reuters, AP
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