If you thought LIV Golf was already spinning the golf world on its axis, hold onto your plus-fours.
The upstart league has just announced its new top dog: Scott O’Neil LIV Golf Chief Executive Officer.
Now, in my many years watching the fairways, I’ve seen my share of big names saunter onto the first tee—but this move promises to be a headline-grabber for seasons to come.
A Farewell to “The Shark” (Sort Of)
We’ve known Greg Norman to be the driving force behind LIV since day one. The man called “The Shark” sunk his teeth into the job as the league’s first CEO and Commissioner, shaping a fresh approach to pro golf that shook everyone from caddies to TV execs.
With his mark firmly stamped on LIV’s first three years—complete with its fast-paced, team-based format—Norman is now stepping aside from day-to-day duties.
Don’t worry, folks: the Shark isn’t going anywhere. He’ll still be in the picture, ready to chime in with his characteristic bite whenever needed.
Enter Scott O’Neil
Sure, Scott O’Neil LIV Golf Chief Executive Officer might be a mouthful, but the credentials match the title.
Before stepping onto the tee at LIV, O’Neil helmed Merlin Entertainments, where he oversaw more than 140 attractions in 23 countries—so managing just 13 teams of elite golfers may feel like child’s play.
Dive deeper into his résumé, and you’ll spot his game-changing stints as CEO of Harris Blitzer Sports & Entertainment and leadership roles with the NBA’s New York Knicks and Philadelphia 76ers, not to mention NFL and NHL franchises.
Long story short, O’Neil knows how to build sports brands and grow them faster than Bryson DeChambeau can swing a driver.
O’Neil’s reputation? He’s a relentless innovator. He loves forging bold new paths in sports and entertainment, and with LIV’s boundary-pushing format already in place, it’s the perfect match.
The man’s got a knack for tapping into what fans crave—excitement, accessibility, and a show that’s second to none.
The Vision Going Forward
O’Neil and the LIV leadership have been quite clear about their plans: they’re not just trying to tweak pro golf; they’re out to supercharge it.
With Norman having led the league through its birth pains—securing world-class golfers, forging new competition formats, and stamping LIV’s presence on some of the best courses on the planet—O’Neil now has the wheel.
His job is to keep the pedal down on global expansion, fan engagement, and that team-centred model that’s giving golf a new energy boost.
And let’s be honest: golf could use a bit of fresh air. LIV’s rapid rise might make some traditionalists clutch their pearls, but there’s no denying it’s reeling in new generations of fans.
Expect O’Neil to keep those ambitious irons hot, pushing innovations in tech, social media, and in-person experiences that’ll have spectators feeling more involved than ever.
Chairman Yasir Al-Rumayyan’s Take
Yasir Al-Rumayyan, LIV Golf’s Board Chairman, sounds more excited than a kid in a candy store. He praises O’Neil’s “passion, tenacity, and vision,” believing he’ll steer the league’s next phase of growth with all the vigor of a Sunday charge up the leaderboard. Considering the bright lights LIV has already attracted in just three short years, that’s high praise indeed.
What’s Next for Greg Norman?
Though he’s passing on day-to-day management, Norman made it clear he’s not sailing off into the sunset.
He still believes that with O’Neil at the helm, LIV will keep blazing an uncharted trail in golf.
In Norman’s words, “I couldn’t be prouder of what we’ve accomplished.” Between the new CEO’s business savvy and the Shark’s continued counsel, there’s plenty more excitement to come.
The Big Takeaway
Golf isn’t just about 72-hole stroke play anymore. It’s about teams, new markets, younger fans, and spectacle.
Scott O’Neil LIV Golf Chief Executive Officer is now the man tasked with keeping the buzz going—amping up the global footprint, sharpening the competitive edge, and possibly inviting a broader audience to tune in.
If you’re wondering where the next big story in golf will come from, look no further than LIV’s new CEO.
In the words of Norman himself, “LONG LIV GOLF!”
So buckle up, folks. With O’Neil steering and Norman still in the passenger seat, the future of golf just got a whole lot more interesting.
This is one ride you won’t want to miss.
