LIV Golf has appointed Scott O’Neil as its new CEO, replacing Greg Norman, who has held the position at the Saudi-backed league since its inception in 2021.
O’Neil will lead the strategic vision, business operations, and global growth of the group’s golf circuit, LIV Golf said in a statement Wednesday.
“Scott has the passion, tenacity, and vision to continue to leverage LIV Golf’s position as a prominent global sports and entertainment company and to lead our incredible teams and players for years to come,” said Yasir Al-Rumayyan, LIV. Chairman of the golf board.
O’Neil has more than 25 years of experience in leading and managing sports and entertainment brands around the world. He previously served as CEO of Merlin Entertainments and before that as CEO of Harris Blitzer Sports & Entertainment.
“What LIV Golf has achieved in just three years is impressive,” said O’Neil.
“The game is powered by long-term passes and innovation through the team model.”
Al-Rumayyan thanked Norman, who won two Australian titles, who served as the league’s first CEO and commissioner.
“When we launched LIV Golf, no one thought of leading the organization except Greg Norman,” he said.
“I thank him for everything he has done to establish, launch and grow our league. He has contributed to the success of LIV.”
Norman said he was “happy to pass the baton” to O’Neil on social media Wednesday afternoon.
LIV Golf caused a huge stir in the golf world when it was first launched, luring top players off the PGA Tour with the promise of big paydays and creating an ugly divide in the sport.
Ongoing negotiations between the PGA Tour and LIV Golf on an agreement that would include professional play have yet to produce an agreement.
Information from Reuters was used in this report.
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