LIV Golf: Greg Norman officially out as CEO, says 'we changed the game forever'
Greg Norman officially is out as LIV Golf CEO.
The Saudi Arabia-backed league announced on Wednesday that Scott O'Neil, a longtime sports and entertainment executive, is taking over immediately as CEO for Norman, the architect of the league that launched three years ago and forever changed the face of professional golf.
Norman, 69, acknowledged last month that he would be replaced and told Sports Illustrated in October his contract expires in August. Beyond that, it is unknown whether Norman will have a role with LIV.
Norman's role the next seven months is not known, with the league saying only that the Palm Beach Gardens resident "will remain involved with LIV Golf."
Norman was announced as the CEO in October 2021 and named commissioner of the league in 2022. He lured several marquee names away from the PGA Tour to join the breakaway league, including Jupiter's Brooks Koepka and Dustin Johnson; Phil Mickelson, Bryson DeChambeau, Cameron Smith and Jon Rahm, by offering contracts reported to exceed $100 million. That money was paid by LIV's financial backers, Saudi Arabia's Public Investment Fund.
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The league, built on a team-golf concept, now hosts 14 54-hole, no-cut events a year and includes 13 four-man teams.
"When we launched LIV Golf, there was no one that made more sense to lead the organization other than Greg Norman," LIV board Chairman Yasir Al-Rumayyan said in a statement. "I thank him for everything he has done to establish, launch and grow our league. He has been instrumental to LIV’s success.”
O’Neil has more than 25 years of experience in leading and managing global sports and entertainment brands. He most recently was CEO of Merlin Entertainments for two years, overseeing one of the biggest operators of theme parks and resorts, including Legoland. He stepped down at the end of 2023. He formerly was the CEO of Harris Blitzer Sports & Entertainment, which owns the Philadelphia 76ers and New Jersey Devils.
“The opportunity to lead a global sports league is a dream come true," O’Neil said in a statement. “LIV Golf is the world’s first global golf league and, with the best teams and players competing around the world, it represents sports entertainment at the highest level.
“What LIV Golf has achieved in just three years is remarkable – the game has been infused with a long overdue bolt of energy and innovation with the team model, players have increased freedom and rights, fans are getting the access they have always wanted, and the game has been brought to new markets that have been desperate for elite golf for decades."
LIV Golf, PGA Tour continue negotiations
O'Neil joins LIV Golf, which is headquartered in West Palm Beach, as the league and the PGA Tour continue their negotiations. PGA Tour Commissioner Jay Monahan and Al-Rumayyan, head of Saudi's PIF, announced in June 2023 that the two tours had reached a "framework agreement" to combine commercial businesses and rights into a new for-profit company. Negotiations are in their 20th month despite an original deadline of Dec. 31, 2023.
Norman congratulated O'Neil in a statement.
"He is exactly the type of experienced professional who understands the unique and powerful combination of entertainment and sports that LIV Golf exemplifies," he said. "The league will be in very good hands with him at the helm.”
The two-time major winner and Hall of Famer then sounded like a man who is completely stepping aside.
“I started this journey more than 30 years ago, knowing in my heart and mind that the game of golf and its professional players were undervalued, delivering a product that felt stagnant. With LIV Golf, we changed the game forever …
“I couldn’t be prouder of what we’ve accomplished or more pleased with where the league stands today. I’m excited to pass the baton of day-to-day management and continue to help do what I can to grow LIV Golf. LONG LIV GOLF!”
Tom D'Angelo is a senior sports columnist and reporter for The Palm Beach Post. He can be reached at tdangelo@pbpost.com.
This article originally appeared on Palm Beach Post: Greg Norman out, Scott O'Neil in as new CEO for LIV Golf
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