Where does LIV Golf stand after news of Greg Norman possibly being out as CEO?
LIV Golf is Greg Norman’s baby and brainchild. Something the Hall of Fame golfer started plotting years ago with the intention of challenging the PGA Tour.
Finally, about 2 ½ years ago, it became a reality. And as the face of LIV, Norman was viewed as the sport’s savior and villain.
Now, a report in Sports Business Journal says Saudi Arabia’s Public Investment Fund, which finances LIV, is searching for a new Chief Executive Officer to replace Norman, with the idea the Palm Beach Gardens resident could remain with the league in some capacity.
Norman not only holds the CEO title, but also is the commissioner.
This, at a time when LIV Golf, which is headquartered in West Palm Beach, Florida, and the PGA Tour are involved in ongoing negotiations to combine commercial businesses and rights into a new for-profit company. More than 16 months later, that “merger,” later reframed as an “agreement,” still has not been finalized.
The agreement was expected to sealed by the end of last year. With no deal, reports continue to swing from significant movement to the sides needing more time.
Yet, even as progress toward a deal crawls along, so much continues to surround LIV Golf and the news Norman could be out adds to the mystery.
LIV preparing for 2025 season
One thing is certain, LIV shows no sign of going away. Within the last six months, the league has added a chief marketing officer, a chief financial officer, an executive vice president to head events, an executive vice president to head the league’s London office and a chief communications officer.
And last month LIV revealed part of the 2025 schedule, announcing its fourth season — third with 14 events — will start Feb. 6 in Saudi Arabia before heading to Australia, Hong Kong and Singapore.
Hopeful signs of the sides moving closer to a deal emerged in September when PGA Tour officials, including Jupiter Island’s Tiger Woods, met with PIF representatives in New York. But that quickly faded.
And PGA Tour Commissioner Jay Monahan and Rory McIlroy played alongside Yasir Al-Rumayyan, who heads the PIF, during a recent DP World Tour event.
The negotiations, though, will continue, especially with the PGA Tour always feeling threatened by LIV’s ability to poach players.
How has LIV affected the PGA Tour?
That LIV threat has directly impacted the PGA Tour, which now allocates millions more for its players through signature events and the Player Impact Program.
The tour pumped millions into its purses and billions into the game with a $3 billion deal with Strategic Sports Group that includes an initial investment of $1.5 billion into the launch of a commercial venture, PGA Tour Enterprises.
The tour’s top money winner, Scottie Scheffler, saw his bank account grow by more than $54 million this year from his prize money and bonuses.
On the course, Jon Rahm, LIV’s most significant signing since the first season, won the 2024 individual championship joining previous champions Talor Gooch (2023) and Jupiter’s Dustin Johnson (2022). And Bryson DeChambeau became the second LIV golfer to win a major championship, capturing the U.S. Open. Brooks Koepka won the 2023 PGA Championship.
The Match will be PGA Tour vs. LIV
LIV and the PGA Tour recently announced a first-ever crossover made-for-television event between two of the biggest stars from each league. LIV’s Koepka and DeChambeau will face McIlroy and world No. 1 Scottie Scheffler Dec. 17 at Shadow Creek in Las Vegas.
Still, LIV’s popularity continues to drag with the league struggling to break through with golf’s traditionalists.
Norman’s vision of team golf and the 54-hole, no-cut format has not taken off as hoped. LIV’s television ratings on the CW have been embarrassingly low.
Yet, with or without Norman as the main man reporting to Al-Rumayyan, and with or without a deal with the PGA Tour, LIV is moving forward into 2025.
