LIV Golf CEO Scott O'Neil has initiated significant changes to revamp the organization since taking over in January 2025. Breaking away from the traditional format, O'Neil announced the expansion of LIV tournaments from 54 to 72 holes, aiming for longevity and profitability. He emphasizes the need to build relationships with established golf institutions, suggesting a shift in approach from competition to collaboration. While aiming to establish LIV as a dominant global golf league, he acknowledges the ongoing challenges of financial sustainability and audience engagement.

By the Numbers
  • LIV Golf's TV ratings increased by 120% year-over-year.
  • O'Neil announced $500 million in new sponsorships in 2025.
State of Play
  • LIV Golf is expanding its global outreach with tournaments planned in markets like Riyadh, Australia, and Hong Kong.
  • The league is in active discussions potentially to be recognized for Official World Golf Ranking points by the start of the 2026 season.
What's Next

Looking ahead, LIV Golf aims to solidify its place in the professional golf ecosystem by securing official recognition in major rankings and expanding its sponsorships. O'Neil is optimistic about continued growth and enhancing viewer engagement, hinting at leveraging demographic shifts in golf.

Bottom Line

For LIV Golf to succeed under O'Neil's leadership, it must innovate while fostering relationships within the golf community, positioning itself as a complementary force rather than a rival. Embracing transparency about goals and performance will be critical in earning fan trust and industry validation.