The golf world is buzzing with one question: What can Scott O’Neil bring to LIV Golf? The new CEO of the Saudi-backed league has stepped into the spotlight, replacing the controversial yet influential Greg Norman, and now faces the challenge of elevating LIV Golf to new heights.
With bold ideas and a vision for global expansion, O’Neil has made it clear—he’s here to shake up the golf world even more than his predecessor.
LIV Golf’s Next Phase: Going Global
LIV Golf has always positioned itself as a disruptor, and under O’Neil’s leadership, that disruption is about to go worldwide.
The new CEO is doubling down on international expansion, taking LIV Golf beyond the traditional powerhouses of the U.S. and into new, untapped markets.
“The Australian Open here is a good example with tennis; it’s a world-class event, and for a moment, the tennis world starts and stops here, and golf seems to be very centered on the United States,” O’Neil said, as quoted by Golf Digest.
“But when you look at the golf world—Australia, the U.K., Hong Kong, Singapore, and all the incredible cities where we’re blessed to go play—we’re taking the game to where golf fans around the world want to see the greatest players on the biggest stages. We feel like that is an opportunity.”
Greg Norman’s Legacy: A Guiding Force or a Shadow?
Greg Norman’s tenure as LIV Golf’s CEO was nothing short of explosive. From fiery press conferences to high-profile lawsuits, Norman made sure that LIV Golf forced its way into the mainstream conversation.
O’Neil, however, seems to be taking a different approach—one that focuses on structure, expansion, and legitimacy rather than constant confrontation.
Still, he acknowledges that Norman played a crucial role in building LIV Golf’s foundation and believes he should continue to have a place in the league’s future.
“I hope that he is part of LIV forever,” O’Neil stated. “If you’re smart and humble and earnest enough, you spend quite a bit of time with your predecessor. Mine just happens to be one of the greatest golfers of all time.”
The Road Ahead: Can LIV Golf Finally Gain Full Acceptance?
O’Neil is inheriting a league that has survived its initial turbulence but still faces major hurdles. While LIV Golf has secured big-name players and massive financial backing, it continues to battle for full acceptance from the traditional golf world.
Key challenges ahead include:
- Securing more spots in the Majors for LIV players
- Building long-term fan loyalty beyond financial hype
- Attracting younger audiences and growing the game globally
- Earning the respect of golf’s traditional institutions
The next few years will define LIV Golf’s future—whether it becomes a true rival to the PGA Tour or simply a lucrative alternative tour for a select few.
With Scott O’Neil at the helm, the next chapter is about to be written.
