When the golf world heard about Greg Norman’s departure as LIV Golf CEO in January 2025, many predicted the end of the Shark’s influence over the Saudi-backed league. After all, Norman had been the controversial yet driving force behind LIV’s meteoric rise, securing marquee signings like Phil Mickelson, Brooks Koepka, and Jon Rahm while expanding into global markets traditionally overlooked by the PGA Tour.

Yet, just a month into new CEO Scott O’Neil’s tenure, LIV Golf’s momentum has only accelerated. O’Neil quickly secured a landmark Fox Sports broadcasting deal, expanded the 2025 schedule to 14 global events, and opened pathways for LIV players to compete in majors. LIV also signed a multi-year deal with Riyadh Air. While these moves suggested a clean break from Norman’s era, new revelations paint a different picture—one where the Shark’s influence might be more significant than ever.

Greg Norman will continue to be a significant voice of LIV

During the LIV Golf Adelaide press conference, O’Neil’s response to questions about Norman’s role revealed an unexpected dynamic. Far from a complete departure, Norman has transitioned into a powerful board position, maintaining significant influence over LIV’s direction.

“We just had a board meeting last week. He sits on the board, which is another wonderful testament that we can tap into his experience, his leadership, his friendship, and any challenges, too,” O’Neil shared. “I was hoping for a friendly on the other side of the table, but he mixes it up pretty good,” O’Neil revealed. That too with a hint of admiration and perhaps a touch of surprise. This unexpected peek behind the boardroom doors suggests that Norman’s January transition from CEO to board member might be less about stepping down and more about focusing his influence where it matters most.

The extent of Norman’s continued involvement became even clearer as O’Neil described their intensive transition period. Coming from outside the golf world, O’Neil spent crucial time learning from Norman’s four years of experience building LIV from concept to reality. Norman’s status as a golf legend—with two major championships, 91 professional wins, and 331 weeks as World No. 1—combined with his successful business ventures, including over 100 golf course designs globally, made him uniquely qualified to guide LIV’s formation.

“He is an icon. He is a friend. He is the reason I’m here today,” O’Neil acknowledged, painting a picture of a relationship that transcends typical business transitions. “I spent quite a bit of time with him in my 30-day lead-up to this role and every day since engaging, asking questions, and learning, and I hope that he is part of LIV forever.” For LIV, the Australian veteran is truly an icon.

Throughout LIV Golf’s controversial emergence, Norman stood unwavering in his vision. His leadership transformed LIV from a criticized concept into a legitimate force in professional golf. Even after stepping down as CEO, Norman’s dedication to LIV remained evident. He traveled to India for the final two rounds to support LIV players competing in the International Series India presented by DLF, showing his commitment extends far beyond any official title.

Yet, Norman’s continued influence extends far beyond just LIV Golf’s internal operations. His new position could have far-reaching implications for the entire landscape of professional golf.

Greg Norman as a board member could be the missing key to the $3B merger

The timing of Norman’s transition from CEO to board member takes on even greater significance when viewed through the lens of the potential LIV-PGA Tour merger that has been in the works since June 6, 2023. His new role, away from the public spotlight but deeply embedded in strategic decisions, could prove crucial in navigating the complex negotiations ahead.

Norman’s boardroom presence possibly hints at powerful influence in merger discussions but without the baggage of being the public face of LIV Golf. So, maybe, he can now operate more effectively behind the scenes. Norman’s deep understanding of both tours—having attempted to create a world golf tour in the 1990s—combined with his current board position puts him in a unique position to influence the merger’s direction.

His ability to “mix it up” in the boardroom, as O’Neil discovered, might be exactly what’s needed to push through complex negotiations. This strategic repositioning of Norman from CEO to board member appears to be less about reducing his influence and more about maximizing it at a crucial moment in golf’s history.

While the public narrative might suggest a stepping down, the boardroom reality reveals a powerful figure who continues to shape not just LIV Golf’s future. What do you think about Norman’s potential influence on the merger? Let us know in the comments section below!