Merlin Entertainments' Scott O’Neil set to replace Greg Norman as LIV Golf Chief Executive

In a move seen as hastening the merger of LIV Golf and the PGA, multiple media reports are advising that Scott O’Neil, Chief Executive of Merlin Entertainments is to replace Greg Norman as Chief Executive and Commissioner of the Saudi Arabian-backed LIV Golf.

O’Neil’s appointment would come 18 months on from LIV, the PGA Tour and the DP World Tour agreeing to combine their commercial operations. However, since that announcement talks have made little progress and the original deadline of 31st December 2023 passed without a deal in place.

Nonetheless, the three sides remain optimistic of a definitive deal eventually being agreed.

Some reports indicate, that Norman, who long advocated a tour independent of the PGA prior to the launch of LIV Golf may have been an obstacle in progressing the agreement.

O’Neil, who took on his role at Merlin Entertainments in November 2022, has wide ranging experience in sport management.

Prior to joining Merlin he was Chief Executive for Harris Blitzer Sports & Entertainment (HBSE), a portfolio of sports, entertainment, and investment properties, where he oversaw more than $2 billion growth in enterprise value, from $415 million to $2.5 billion, through his focus on talent, culture, and guest experience.

Under O’Neil’s leadership, HBSE evolved from managing a single team, the Philadelphia 76ers of the National Basketball Association, to an award-winning live sports and entertainment group. It now spans multiple professional teams, real estate holdings, an esports platform, a GRAMMY Museum, a top 10 internationally booked arena, a venture fund, innovation lab and Elevate, a growing sports marketing company.

O’Neil has led some of the top athletic brands in the world, including New York Knicks - NBA, New York Rangers - NHL, Philadelphia Eagles - NFL and the Philadelphia 76ers - NBA, where success is predicated on building the brand, driving attendance, leveraging data, engaging fans through the guest experience and partnering with big brands to drive growth.

With O’Neil having confirmed this week that he will leave Merlin at the end of the year to take on a new, undisclosed role, Sports Business Journal, advised that his appointment with LIV could come as early as next week.

Meanwhile Norman, who told Sports Illustrated last month that his contract with LIV ran through to August 2025, is expected to remain with the organisation in a senior role.

LIV has already made several senior appointments this year, including Chief Marketing Officer Adam Harter, Chief Legal Officer John Ruzich, Chief Communications Officer Ilana Finley and Chief Financial Officer David Phillipps.

Image: Scott O’Neil. Credit: Merlin Entertainments.