Scott O'Neil to Lead LIV Golf's U.S. Season Start

LIV Golf has appointed Scott O'Neil as its new CEO, replacing Greg Norman, who will remain with the organization in an unspecified role. O'Neil, with over 25 years of experience in sports and entertainment, is expected to guide LIV Golf through its next phase of growth and innovation, leveraging his relationships within the industry, including with PGA Tour commissioner Jay Monahan. This leadership change comes as LIV Golf, backed by Saudi Arabia's Public Investment Fund, continues negotiations with the PGA Tour on a potential investment and unification deal. Norman's tenure saw the league's controversial emergence as a rival to the PGA Tour, attracting top players with lucrative contracts but creating a significant divide in the sport. O'Neil, praised for his strategic vision and leadership, aims to foster better relationships across the golf ecosystem while advancing LIV's global expansion and team-based model. LIV Golf is set to begin its fourth season next month, with its first U.S. event scheduled for April at Trump Doral.