LIV Golf to Replace Controversial CEO Greg Norman

Greg Norman, the controversial CEO of LIV Golf, is set to transition into a new role with the league, according to a report by Sports Business Journal. The Saudi Public Investment Fund (PIF), which backs LIV, has been actively searching for a new CEO for several months. Josh Carpenter of Sports Business Journal first broke the news, revealing that the PIF has enlisted the services of London-based executive search firm Odgers Berndtson to find a replacement. The list of potential candidates reportedly includes some of the top names in the sports business, signaling LIV Golf’s desire to remain a lasting presence in professional golf. However, details about Norman’s future role within the league remain unclear.

This move comes as the PIF continues to negotiate with the PGA Tour about the future direction of the sport. In a shocking development on June 6, 2023, the PGA Tour, led by Commissioner Jay Monahan, former board member Jimmy Dunne, and Policy Board Chairman Ed Herlihy, announced a framework agreement with the PIF. This agreement settled ongoing lawsuits and laid the foundation for a broader, more concrete deal that would reshape the golf landscape.

Following the announcement of this agreement, rumors began circulating that Monahan would assume control over LIV Golf and play a key role in determining its future. However, nothing official has been announced regarding this scenario. Meanwhile, LIV Golf has continued to operate and grow. The league completed its third full season in 2024, a year marked by the addition of star players like Jon Rahm and Tyrrell Hatton, as well as a standout performance by Bryson DeChambeau at the U.S. Open.

LIV also made some key hires during this period, most notably bringing on Nike’s former communications lead Illana Finley as its new chief communications officer in September. Additionally, five of LIV’s teams have made corporate appointments, hiring industry professionals to serve as general managers.

Norman’s tenure as LIV Golf CEO since its inception in 2022 has been fraught with controversy. Tiger Woods, one of the sport’s biggest names, expressed his strong opposition to Norman’s role in LIV, stating in 2022, “Greg has to go, first of all, then we can talk freely, to say the least.” Rory McIlroy has echoed similar sentiments, criticizing Norman and LIV leadership for the way they’ve handled their relationship with the PIF. Speaking after the 2024 Players Championship, McIlroy noted the disconnect between LIV Golf and the PIF, emphasizing that LIV operates independently, while the PGA Tour should focus on fostering closer ties with PIF Governor Yasir al-Rumayyan and the PIF itself to finalize an investment that could benefit both parties.

McIlroy believes the PIF is primarily focused on long-term investments that offer stability, and he sees the PGA Tour as an ideal partner. The PIF, Saudi Arabia’s sovereign wealth fund, reportedly controls over $700 billion in assets and is looking to diversify the Kingdom’s economy beyond oil, which it views as a declining resource. Sports investment has become a key avenue for this diversification, and LIV Golf is part of a broader strategy that includes ownership of Newcastle United in the English Premier League, significant involvement in Formula One racing, and billions of dollars invested in LIV Golf itself. Jon Rahm, for instance, is said to have received a massive payout of over $450 million from the PIF in December 2023 to join LIV.

Norman’s departure as CEO could accelerate the ongoing negotiations between the PIF and the PGA Tour. The former two-time major champion has long envisioned a global tour featuring the world’s top players, a dream he first outlined in the mid-1990s. However, golf legends Jack Nicklaus and Arnold Palmer were not receptive to the idea at the time, as detailed in Alan Shipnuck’s book LIV and Let Die. McIlroy, who has proposed a similar global tour, remains opposed to Norman, suggesting that a change in leadership might improve the strained relations between the two entities. Whether this shift will help unite the world of golf remains to be seen, but one thing is clear: LIV Golf isn’t going anywhere.

As the PIF continues to pour resources into sports ventures, LIV Golf’s future, under new leadership, will be a significant factor in determining how the sport evolves in the coming years. Norman’s potential shift to a different role may open the door for more collaborative efforts between LIV and the PGA Tour, shaping the future of professional golf.