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The worst-kept secret in golf is now official – Greg Norman’s tenure as the CEO of LIV Golf is over.

The Saudi-funded golf league has, as expected, confirmed Scott O’Neil as the two-time Open champion’s successor.

Norman will “remain involved” with LIV but will hand-off the day-to-day running of the circuit to O’Neil.

In a statement, a spokesperson for the league said O’Neil will “drive the strategic vision, business operations, and global growth for the league, its 13 teams and roster of world-class golfers” as well as “its efforts to drive positive impact”.

“On behalf of the board of directors, we welcome Scott to the LIV Golf family, knowing he will capitalise on everything that has been accomplished over the past three years,” said LIV chairman Yasir Al-Rumayyan.

“Scott has the passion, the tenacity, and the vision to continue leveraging LIV Golf’s position as a pre-eminent, global sports and entertainment company and to lead our amazing teams and players for years to come.”

• McEwan: Greg Norman is no pariah. He deserves better than that.

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“When we launched LIV Golf, there was no one that made more sense to lead the organisation other than Greg Norman. I thank him for everything he has done to establish, launch and grow our league. He has been instrumental to LIV’s success.”

Prior to being named CEO of LIV Golf, O’Neil served as CEO of Merlin Entertainments, responsible for overseeing the business operations and global growth across its 140-plus attractions in 23 countries.

Before Merlin, O’Neil served as CEO for Harris Blitzer Sports & Entertainment (HBSE), a portfolio of professional sports, entertainment, and investment properties, where he oversaw more than $2 billion of growth in enterprise value centred on bringing innovation to the industry.

Scott O'Neil LIV Golf CEO
Scott O’Neil has been confirmed as the new CEO of LIV Golf after months of speculation.

With a reputation for innovation, strategic and global brand development and partnerships, and a passion for culture and talent development, O’Neil has stewarded some of the sports and entertainment industry’s most renowned and iconic brands and properties.

They include the NBA’s New York Knicks and Philadelphia 76ers, the NFL’s Philadelphia Eagles, the NHL’s New York Rangers and New Jersey Devils, and the internationally ranked sports and entertainment arenas, Madison Square Garden and Prudential Center.

“The opportunity to lead a global sports league is a dream come true. I am grateful and humbly thank the members of the LIV Golf board of directors and its chairman Yasir Al-Rumayyan for believing in my strategic vision, growth plan, and passion for this league,” said O’Neil.

• Rory McIlroy explains ‘disappointment’ over Tom McKibbin’s LIV move

• Luke Donald hires American ‘jock’ to taunt Ryder Cup star Tyrrell Hatton

“LIV Golf is the world’s first global golf league and, with the best teams and players competing around the world, it represents sports entertainment at the highest level.

“What LIV Golf has achieved in just three years is remarkable – the game has been infused with a long overdue bolt of energy and innovation with the team model, players have increased freedom and rights, fans are getting the access they have always wanted, and the game has been brought to new markets that have been desperate for elite golf for decades.”

Outgoing CEO Norman commented: “I started this journey more than 30 years ago, knowing in my heart and mind that the game of golf and its professional players were undervalued, delivering a product that felt stagnant.

“With LIV Golf, we changed the game forever. None of this would have been possible without the vision and leadership of LIV’s chairman Yasir Al-Rumayyan. He always knew what was possible and he never wavered from his belief that golf and the business of golf could be more than it was in the past.

“I couldn’t be prouder of what we’ve accomplished or more pleased with where the league stands today. I’m excited to pass the baton of day-to-day management and continue to help do what I can to grow LIV Golf.”


author headshot

Michael McEwan is the Deputy Editor of bunkered and has been part of the team since 2004. In that time, he has interviewed almost every major figure within the sport, from Jack Nicklaus, to Rory McIlroy, to Donald Trump. The host of the multi award-winning bunkered Podcast and a member of Balfron Golfing Society, Michael is the author of three books and is the 2023 PPA Scotland 'Writer of the Year' and 'Columnist of the Year'. Dislikes white belts, yellow balls and iron headcovers. Likes being drawn out of the media ballot to play Augusta National.

Deputy Editor

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