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LIV Golf has successfully concluded its fourth season, having debuted in 2022. Earlier this year, Greg Norman stepped down from his role as the CEO of the Saudi-based league, with Scott O'Neal taking over.
The breakaway league's non-U.S. entity faced a whopping $460 million in losses in 2024, according to Sports Business Journal. The financials for the U.S. entity are not publicly disclosed, and the new CEO remains optimistic about LIV Golf's growth despite the financial setback.
During a conversation with Sports Business Journal's Josh Carpenter, O'Neal said LIV Golf has a 'clear mission,' which is to grow the game of golf. Here's a look at what the CEO had to say about LIV Golf's journey thus far and its future:
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"We’re doing what I think hopefully most businesses will do with a four-year-old company,” he said. “And that’s first: assess the strategy, where are we going? Why are we going where we’re going? The mission is really clear to take some of the best players in the world to the world and grow the game of golf."
"So, once you have a mission, then your doors become pretty clear. Then you set the strategy. How are we going to get there? What does it actually look like? We have that nailed down internally. Then you build the structure, and then you go get the people that fit that structure, and we’re somewhere in the middle of that process," he added.
Upon his arrival at LIV Golf, O'Neil signed new commercial deals and brought on key corporate partners, such as HSBC and Salesforce, to bolster the league's financial standing.
LIV Golf's Scott O'Neil speaks on his relationship with the PGA Tour CEO
Brian Rolapp took over as the CEO of the PGA Tour from Commissioner Jay Monahan a few months ago. However, Scott O'Neal's relationship with the former NFL Chief Media and Business Officer dates back several years.
The two golf industry leaders were classmates who grew to become friends during their time at the Harvard Business School, where they both received their Master's degrees in Business Administration.
Now working in close dynamic with each other, here's a look at what Scott O'Neil had to say about his relationship with Rolapp (via Sports Business Journal):
"We’re both new in our roles, and I won’t speak for him. I’ll speak for myself. I spend 95% of my time focusing on LIV Golf and how we grow this business and the other 5 on a whole host of things, including what the ecosystem looks like and how we can better engage."
LIV Golf's O'Neil has been in conversation with Rolapp regarding the future of golf, with players on both the PGA Tour and LIV Golf, as well as fans, divided.
