The LIV Golf League is reportedly close to finalizing an agreement to appoint a new chief operating officer, replacing golf Hall of Famer Greg Norman in 2025. According to reports from both Sports Business Journal and The Athletic, Scott O’Neil, a seasoned sports executive with experience in both the NBA and NHL, is expected to take over the position.
O’Neil previously worked as the CEO of the Philadelphia 76ers and later served as the CEO of Harris Blitzer Sports & Entertainment, which oversees the operations of the New Jersey Devils.
Now, it appears that O’Neil is being brought in to help lead the LIV Golf League through its next phase of growth. A source revealed that the idea is to have O’Neil join the organization to allow for a transition period before Greg Norman steps aside. LIV Golf has yet to make an official comment on the matter.
Norman, 69, has been at the helm of LIV Golf since its inception. When asked last month by Sports Illustrated about rumors that the Public Investment Fund of Saudi Arabia was seeking to replace him as CEO, Norman confirmed that his contract runs through August 2025. “My commitment to LIV has been unquestioned, and my commitment to the future is also unquestioned,” Norman said. “Time will tell. Will there be a change in my role? My position and my role is to deliver 2025 and get our schedule done and all the things we need to do.”
Norman was first announced as the CEO of LIV Golf Investments in October 2021, with plans for him to also serve as commissioner of a new tour that would launch the following year. The announcement marked the beginning of a new era for professional golf, with LIV positioned as a competitor to established golf entities like the PGA Tour.
At the time, contract details were not disclosed, and Norman had not previously mentioned that the contract was apparently for a four-year term. He began his duties in the summer of 2021, months before his role was officially announced.
In addition to the reports about O’Neil, both Sports Business Journal and The Athletic also noted that he was finalizing plans to leave his current role as CEO of Merlin Entertainments by the end of the year. O’Neil has been with Merlin Entertainments, a global leader in location-based entertainment, since 2022.
If the transition proceeds as expected, O’Neil would be joining LIV Golf as it continues to establish itself as a stand-alone entity backed by Saudi Arabia’s sovereign wealth fund.
The league, which has now completed three seasons and held 36 events, has faced significant challenges and criticism but has also made a mark in the professional golf world with its unique team-based format and significant prize money.
In late 2023, LIV Golf hired Lawrence Burian, a former Madison Square Garden executive, as its Chief Operating Officer. This move was seen as part of LIV’s efforts to bring in experienced sports executives to help navigate the complexities of establishing a new league in a competitive sports market.
Despite Burian’s hiring, Norman has retained both the CEO and commissioner roles since the league’s inception, overseeing the operations and development of the new golf entity.
Norman, who boasts an impressive career with two major championships and 20 PGA Tour wins, is expected to remain involved with LIV Golf in some capacity if he chooses to do so.
His tenure has been marked by both ambitious expansion plans and controversies, but his leadership has helped LIV Golf complete three full seasons of competition, a milestone that many critics initially doubted would be achievable.
LIV Golf has also been in the news recently for its negotiations with the PGA Tour, which began after a “framework agreement” was announced in June 2023.
Despite the initial announcement, a definitive working arrangement between the two sides has yet to be established. Negotiations are ongoing, with the hope that a resolution can be reached that would benefit both entities.
Looking ahead, LIV Golf has already announced 10 of its 14 planned events for the 2025 season, with four international venues slated to kick off the year starting in February.
The league’s global ambitions remain a key part of its strategy, as it seeks to differentiate itself from more traditional golf tours by offering new formats, high-profile players, and significant financial backing from Saudi Arabia’s sovereign wealth fund.
As LIV Golf prepares for a potential leadership transition, bringing in Scott O’Neil could be a move designed to bolster the league’s operational expertise and help navigate its next stage of growth.
With O’Neil’s background in leading major sports organizations, including the Philadelphia 76ers and the New Jersey Devils, the league may be positioning itself for further expansion and development in the years to come.
The next few months will be critical for LIV Golf as it plans its future leadership and continues its efforts to carve out a place in the world of professional golf.
Whether O’Neil’s appointment will help LIV Golf achieve its ambitious goals remains to be seen, but the potential leadership change signals that the league is intent on evolving and growing, even amid the challenges that lie ahead.
