For a fast-growing entity like LIV Golf, keeping up with the changing times is necessary. It all started in 2021 when Greg Norman introduced LIV to the world as its CEO. Now in 2025, his tenure is done. Scott O’Neil will take over as CEO. Norman’s stint as CEO might be coming to an end but he will continue to remain involved with the series but his exact role is yet to be disclosed.

Scott O’Neil will be taking over at a very crucial point in LIV Golf’s timeline, especially with the $3 billion merger still hanging, but his vast experience and expertise would be the need of the moment.

Scott O’Neil’s experience might be key for LIV Golf’s future

Scott O’Neil has more than 25 years of experience in handling sports and entertainment brands. His modus operandis focuses mainly on innovation as well as the development of brands on a global scale. His management style is culture-oriented and focuses on talent development.

The Pennsylvania resident has shepherded some big names like New York Knicks(NBA), Philadelphia 76ers(NBA), Philadelphia Eagles(NFL), New York Rangers(NHL) and New Jersey Devils(NHL). He has also managed iconic venues like Madison Square Garden and Prudential Center.

Scott O’Neil was previously the CEO of Merlin Entertainments. The organization specializing in branded entertainment destinations, showed tremendous growth globally, with Scott O’Neil at the helm. He was responsible for overseeing the operations which have around 140+ entertainment attractions across 23 countries.

Before Merlin Entertainments, O’Neil was involved in the growth and development of yet another entertainment hub. He was the CEO of Harris Blitzer Sports & Entertainment, a global sports and entertainment company, that specializes in venue and entity management. The new CEO lives with his wife and three daughters in Pennsylvania, and is also the author of a self-help book titled ‘Be Where Your Feet Are’.

The change of leadership has been in the works for some time. Scott O’Neill is eager to get into the thick of things, evidenced by his activities leading to the announcement. Even before his appointment, he seemed to be already involved as he was seen at The Showdown in Vegas, where he played in the pro-am alongside Fox’s EVP of business development, Jordan Bazant, in a bid to secure a potential TV deal for LIV Golf. The deal, if it comes to be, will be a potentially game-changing one for LIV Golf as they had struggled to secure a major broadcaster as a partner previously.

O’Neil’s appointment has created a huge buzz in the golfing world.

LIV Golf is looking forward to Scott O’Neil’s appointment

LIV Golf Chairman Yasir Al-Rumayyan believes that the Pennsylvania native is the best man to lead the project forward. “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.” He stated a clear indicator of the direction he wants LIV Golf to take.

Outgoing CEO Greg Norman was full of praise for the incoming Scott O’Neill stating that, “He is exactly the type of experienced professional who understands the unique and powerful combination of entertainment and sports that LIV Golf exemplifies. The Australian also assured the LIV Golf fans, “The league will be in very good hands with him at the helm.”

O’Neil is also thrilled to be leading the PIF Funded Golf Tour. “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,” he explained.

Do you think this is a good move for LIV Golf?