Scott O’Neil Poised to Take Over as LIV Golf CEO, Replacing Greg Norman
Big changes could be on the horizon for LIV Golf, as the league is reportedly set to name Scott O’Neil as its new CEO and commissioner, replacing Greg Norman. According to sources confirmed by ESPN, the deal with O’Neil is nearing completion, and an official announcement could come as early as next week. This move signals a potential shift in leadership style and strategy for the Saudi-backed golf league.
O’Neil brings a wealth of experience to the table, having held high-profile executive roles in both the NBA and NHL. He served as the CEO of the Philadelphia 76ers starting in 2013 and later oversaw both the 76ers and the NHL’s New Jersey Devils as CEO of Harris Blitzer Sports & Entertainment. Most recently, O’Neil was the CEO of London-based Merlin Entertainments, one of the world’s largest operators of amusement parks and resorts. On Wednesday, Merlin Entertainments announced that O’Neil had informed its board of his decision to step down at the end of the year to pursue “another opportunity.”
While LIV Golf has yet to confirm the news, the buzz surrounding O’Neil’s potential appointment has already sparked plenty of speculation. A spokesperson for LIV Golf declined to comment when reached by ESPN, but the Sports Business Journal was the first to report that O’Neil was being targeted for the position.
Greg Norman’s Legacy at LIV Golf
Greg Norman, a two-time Open Championship winner and one of golf’s most recognizable figures, has been at the helm of LIV Golf since its inception. Over the past three years, Norman has played a pivotal role in reshaping the landscape of men’s professional golf. Under his leadership, LIV Golf successfully recruited several high-profile PGA Tour players to its breakaway circuit, offering guaranteed contracts worth more than $100 million. Among the stars who made the jump are Bryson DeChambeau, Phil Mickelson, Dustin Johnson, Cameron Smith, Brooks Koepka, and Jon Rahm.
Norman, now 69, has indicated that he expects to remain involved with LIV Golf in some capacity. In an interview with Sports Illustrated, he revealed that his contract with the league runs through August 2025. However, the potential appointment of O’Neil suggests that LIV Golf may be looking to pivot toward a new direction as it continues to grow and evolve.
Who Is Scott O’Neil?
For those unfamiliar with Scott O’Neil, his resume is nothing short of impressive. In addition to his time with the 76ers and Devils, O’Neil also served as the president of Madison Square Garden and worked as an employee of the NBA. His diverse background in sports and entertainment management could bring a fresh perspective to LIV Golf as it seeks to solidify its place in the world of professional golf.
O’Neil’s most recent role as CEO of Merlin Entertainments further highlights his ability to oversee large-scale operations. Merlin operates some of the world’s most popular amusement parks and resorts, including LEGOLAND and Madame Tussauds. His experience managing global brands could prove invaluable as LIV Golf continues to expand its reach and influence.
The Bigger Picture: LIV Golf and the PGA Tour
O’Neil’s potential appointment comes at a time when LIV Golf and the PGA Tour are navigating a complex and evolving relationship. The PGA Tour and Saudi Arabia’s Public Investment Fund (PIF), which has financed LIV Golf for the past three years, have been in negotiations for months regarding a deal that would inject more than $1 billion from the PIF into PGA Tour Enterprises. This new for-profit entity was launched by the PGA Tour and Strategic Sports Group as part of a broader effort to reshape the professional golf landscape.
Back on June 6, 2023, the PGA Tour, DP World Tour, and PIF signed a framework agreement to form an alliance. While that deal expired on January 1, 2024, discussions have continued, and both sides remain committed to reaching a potential agreement. The outcome of these negotiations could have significant implications for the future of professional golf, particularly as LIV Golf continues to challenge the traditional structures of the sport.
What’s Next for LIV Golf?
If O’Neil is officially named CEO, it will mark a new chapter for LIV Golf. His extensive experience in sports and entertainment management, combined with his global perspective, could help the league navigate the challenges and opportunities that lie ahead. Meanwhile, Greg Norman’s potential continued involvement ensures that the league will retain a connection to its roots and the vision that brought it to prominence.
As the golf world waits for an official announcement, one thing is clear: LIV Golf is not slowing down. Whether you’re a fan of the league or a critic, the potential appointment of Scott O’Neil is a storyline worth watching. Stay tuned, because the next chapter in LIV Golf’s journey is just getting started.
Originally Written by: Mark Schlabach
