LIV Golf League is on the brink of finalizing a deal to appoint a former NBA and NHL executive as its next chief operating officer, with plans to replace golf icon Greg Norman by 2025.
Reports from both Sports Business Journal and The Athletic on Wednesday suggest Scott O’Neil, previously CEO of the Philadelphia 76ers and later at the helm of Harris Blitzer Sports & Entertainment managing the New Jersey Devils, is the expected candidate.
According to a Sports Illustrated source, the plan is to integrate O’Neil and allow for a smooth transition. LIV Golf has not issued any comments on this matter.
Last month, Norman, aged 69, disclosed to Sports Illustrated in response to inquiries about Saudi Arabia’s Public Investment Fund seeking a new CEO that his contract is set to expire in August 2025.
“My dedication to LIV has been steadfast, and my future commitment remains solid,” Norman stated. “The future will reveal what’s next. Whether my role changes, my current focus is on delivering a successful 2025 season.”
Norman was initially appointed as the CEO of LIV Golf Investments in October 2021 with plans to also serve as commissioner of the newly established tour starting the next year.
At that time, contractual details were not made public, and Norman hadn’t previously mentioned that his contract would span four years. He commenced his duties in the summer of 2021, prior to any official announcement.
Both Sports Business Journal and The Athletic reported that O’Neil is organizing his departure from Merlin Entertainment, where he has been CEO since 2022, by year’s end.
At the close of 2023, LIV Golf appointed Lawrence Burian, a former executive at Madison Square Garden, as its Chief Operating Officer. Norman has filled the roles of CEO and commissioner since the inception of LIV, which has hosted 36 events over three seasons.
Norman, a winner of two major championships and 20 PGA Tour events, is expected to remain with the organization in some capacity, should he choose to do so.
Over the past year, LIV has been bolstering its executive team as it continues to operate independently, backed by the financial might of Saudi Arabia’s sovereign wealth fund.
A “framework agreement” established in June 2023 is still pending a final operational structure, though discussions are ongoing.
For the 2025 season, LIV Golf has already confirmed 10 of its 14 events, with four international venues kicking off in February.
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