LIV Golf has been stuck in a limbo. Viewership is tanking, merger talks are stuck, and there are rumors about its biggest names leaving. While the Adelaide event saw an uptick in numbers, it has been a far from convincing start to the season for the PIF-backed league. Their debut on FOX saw an average of just 12,000 tune in for the first round in Saudi Arabia. Then the viewership of the final round of LIV Singapore, a couple of weeks ago, drew an average of 34,000 throughout play. Questions have been raised over its long-term viability, with the likes of Chris Solomon even going as far as to say, “LIV’s got to go away. It’s done. It’s clearly a failure on every level.”

However, amidst these challenges for LIV Golf, new CEO Scott O’Neil remains defiant. He dismissed the concerns over ratings, saying that they are a “global sports league,” and that events in different time zones mean they might not get a ratings boost in the US. While this stance is debatable, O’Neil isn’t waiting around for things to change.

Since replacing Greg Norman as LIV Golf’s CEO in January 2025, he has gone about business swiftly. In February, a multi-year media agreement was signed with FOX Sports, while a deal with the UK’s ITV was also penned, signaling the return of live golf to free-to-air television in the UK. O’Neil is keen to expand the global appeal of the league, and a recent move sees them strengthen their presence in the US.

According to a report from WDSU.com, LIV Golf is coming to New Orleans. Sources confirmed to the network that LIV Golf is finalizing a tournament at Bayou Oaks at City Park. The deal includes a three-year commitment, with the first tournament being held as early as June 2026. The state of Louisiana is reportedly working on allocating public money to upgrade the championship course at City Park and will commit just under $5 million for these changes. This follows a pattern of strategic venue investments LIV has made worldwide.

Additionally, LIV is expected to fund renovations to the clubhouse, locker rooms, and driving range, as New Orleans could represent O’Neil’s first major expansion move as CEO.  One person close to the situation says the projected economic impact from the event for the region could be between $50-$75 million. A deal is expected to be officially announced in the next few weeks.

Governor Landry’s office pursued LIV after visiting their Nashville event. This new venture could transform Bayou Oaks into a premier golf destination. The New Orleans tournament isn’t designed to compete with the PGA Tour’s Zurich Classic. Instead, local officials view it as complementary. The 2024 Zurich Classic set attendance records and donated $3 million to children’s charities. Adding LIV to the city’s golf calendar could establish New Orleans as a year-round golf destination. This dual-tour approach might become a model for other cities seeking to maximize golf tourism revenue.

This development comes off as good news for LIV Golf as the league continues to battle on multiple fronts. The talks of a merger with the PGA Tour have gone cold once again. The framework agreement announced in June 2023 remains unfulfilled nearly two years later. PGA Tour Commissioner Jay Monahan recently met with President Trump to discuss the deal. Despite claims of progress, no concrete timeline exists. However, O’Neil faces significant headwinds beyond merger delays.

They have struggled to sustain strong viewership for their events. The Hong Kong event held from March 6-9 attracted just 17,000 viewers for its final round—a fraction of the PGA Tour’s numbers for the WM Phoenix Open, which saw nearly 2.9 million viewers tune in. The recent troubling viewership numbers have led some fans to brand LIV Golf as a “waste of billions of dollars, “as there seems to be increasing doubt over the sustainability of the breakaway league.

In the midst of all this, LIV also faces a challenge to keep hold of its top stars. For weeks, rumors swirled around the future of Bryson DeChambeau after speculation that a contract renewal proposal had been declined. However, the captain of the Crushers GC team addressed the rumors, saying that he is “very excited about the future of LIV Golf,” and that he hopes to “continue our legacy that we’re starting to create.”

But doubts over the future of Brooks Koepka, whose contract runs through 2026, remain. “I don’t know where I’m going, so I don’t know how everybody else does,” Koepka said almost three weeks ago, with many predicting a return to the PGA Tour. Nevertheless, O’Neil appears undeterred by these challenges as he pursues expansion.

The CEO has also significantly shifted the league’s messaging. “Golf Louder” has given way to “Long LIV Golf.” This change reflects O’Neil’s focus on long-term sustainability rather than just disruption.

In recent interviews, O’Neil repeatedly emphasized LIV’s commitment to becoming “a full and participating member” of professional golf’s ecosystem. Furthermore, his leadership style prioritizes collaboration over confrontation, a stark departure from Norman’s approach.

Scott O’Neil is navigating LIV Golf through challenges with a steady hand

O’Neil’s strategy differs dramatically from Norman’s confrontational approach. “Eventually, I believe that golf will open up again,” O’Neil stated in a March interview. He was referring to increased player movement between tours. Currently, PGA Tour players are banned from LIV competitions and vice versa.

LIV Golf’s economic impact extends beyond attendance figures. Adelaide’s tournament generated 79,000 hotel stays in 2024. The event’s broadcast reached nearly 800 million viewers globally. South Australian officials were so impressed that they extended their hosting agreement through 2031.

O’Neil’s aggressive expansion strategy sends a clear message to the golf world. LIV Golf isn’t waiting for merger approval to build its global footprint. The successful Adelaide model provides a blueprint that New Orleans hopes to follow.

With each new venue agreement, LIV strengthens its negotiating position. Will the PGA Tour and PIF finally reach a deal? Perhaps. But O’Neil is ensuring that LIV will thrive regardless of the outcome. The battle for golf’s future continues, with fans ultimately being the winners.