LIV Golf is in “advanced talks” with former Merlin Entertainment CEO Scott O’Neil to appoint him as its next CEO, according to a report by Josh Carpenter of The Sports Business Journal. The deal is reportedly not finalized yet, but they are nearing an agreement.
In October, it was revealed that the Saudi Arabian Public Investment Fund, which backs LIV Golf, was working to replace current CEO and league architect Greg Norman. Norman is expected to transition into a new role within the organization. Meanwhile, Merlin Entertainments, where O’Neil has served as CEO since 2022, announced Wednesday that he would be leaving at the end of 2024 for “another opportunity.”
The future of LIV Golf remains uncertain as the league has completed its negotiations with the PGA Tour to integrate their operations. Both sides aim to create a mutually beneficial partnership. LIV Golf is determined to maintain the unique appeal that drew viewers to its events, but achieving that will be no small feat. The hiring of O’Neil signals the direction the company intends to take as it looks to strengthen its position in the sport.
LIV Golf has continued to restructure and make strategic changes, with O’Neil marking the fifth C-suite hire this year. He will join Chief Marketing Officer Adam Harter, Chief Financial Officer David Phillips, Chief Communications Officer Ilana Finley, and Chief Legal Officer John Ruzich in 2025, as the company works to expand and solidify its standing in the world of golf.