LIV Golf is hiring former NBA and NHL executive Scott O’Neil (in frame) to replace Greg Norman
LIV Golf is preparing for a major leadership change, with multiple reports suggesting that former Harris Blitzer Sports & Entertainment CEO Scott O’Neil, a seasoned executive with extensive experience in the NBA and NHL, will replace Greg Norman as CEO and commissioner. The transition comes at a pivotal time for the Saudi-backed league as it navigates delicate talks with the PGA and European Tours about a potential merger.
Norman, who has been the face of LIV Golf since its inception, played a crucial role in establishing the league and attracting marquee players such as Dustin Johnson, Brooks Koepka, and Phil Mickelson. However, sources indicate that this leadership change reflects a shift in focus, with LIV Golf seeking a figure adept at bridging divides as the PGA Tour and the Saudi Public Investment Fund (PIF) work to finalise their long-discussed partnership.
“Greg’s contributions have been instrumental, but this move underscores the need for a leader who can steer LIV Golf through its next phase of evolution,” said a source familiar with the situation.
The timing of O’Neil’s appointment aligns with ongoing discussions between the PGA Tour and the PIF to create a unified golf entity. The negotiations, which began in 2023, have seen both sides work to overcome structural and antitrust hurdles. LIV Golf, backed by the PIF, has been central to reshaping the professional golf ecosystem, but its future role under the PGA Tour umbrella remains uncertain.
Reports suggest that Norman may continue to hold a position on LIV’s board, maintaining his influence within the organization.
As O’Neil steps into his role, he inherits a league with global ambitions but facing logistical challenges, including a 2025 tournament schedule heavily weighted toward international events and a lack of U.S.-based media partnerships. With key stakeholders, including PGA Tour Commissioner Jay Monahan and PIF Governor Yasir Al-Rumayyan, working to finalise their framework agreement, O’Neil’s leadership will be crucial in navigating this complex and evolving landscape.