Saudi Arabia’s Public Investment Fund (PIF) has been actively searching for a new CEO to take the helm of LIV Golf in recent months, according to a report from Josh Carpenter of Sports Business Journal. This move comes as LIV Golf looks to restructure its leadership following several high-profile controversies involving its current CEO, Greg Norman.
Norman, who has been a polarizing figure since becoming LIV’s CEO, is expected to remain involved with the organization, but in a different capacity, Carpenter reports. Under his leadership, LIV has clashed with major figures in the golf world, including Rory McIlroy and Tiger Woods, both of whom have been vocal in their criticism of Norman.
McIlroy, in a November 2022 interview, argued that Norman needed to step down for there to be any chance of reconciliation between LIV and the PGA TOUR, stating that Norman’s departure was necessary to “mend fences.” Woods echoed those sentiments, saying, “Greg has to go” before any meaningful discussions could take place between the two rival tours.
Despite these tensions, the PGA TOUR and PIF have remained in ongoing negotiations since their surprising announcement of a framework agreement in June 2023. The agreement left the golf world stunned and signaled the possibility of some collaboration between the two organizations, even with the leadership uncertainty surrounding LIV Golf.
To lead this search for a new CEO, LIV Golf has enlisted the services of Odgers Berndtson, a global executive search firm known for recruiting top talent in sports and business.
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According to Carpenter, LIV has targeted prominent figures within the sports business world. One of the early names reportedly considered was Brett Yormark, the commissioner of the Big 12 Conference. However, discussions with Yormark did not advance beyond initial stages, leaving LIV still in pursuit of the right candidate to guide its future.
LIV Golf recently completed its third season in September, with Jon Rahm taking the individual title in a move that shook the PGA TOUR. Rahm’s departure from the PGA TOUR to join LIV in December 2023 was one of the most significant moves in professional golf, further intensifying the rivalry between the two tours.
The rivalry is set to continue in a head-to-head TV showdown on December 17, when PGA stars Scottie Scheffler and Rory McIlroy will face off against LIV’s Bryson DeChambeau and Brooks Koepka. This event will undoubtedly keep the spotlight on LIV Golf as the organization navigates its leadership transition while continuing to disrupt the traditional golf landscape.
