LIV Golf CEO Scott O’Neil has delivered his clearest statement yet on the league’s future, insisting LIV remains committed to growth despite entering what he described as a significant period of transition.
Speaking at LIV Golf’s latest event Maaden LIV Golf Virginia at Trump National Golf Club Washington, D.C., this week, O’Neil acknowledged the challenges facing the former Saudi-backed circuit but struck an upbeat tone, stressing that LIV’s team format, player partnerships and growing global reach have created a strong foundation for long-term success.
“We have a clear path to a win,” O’Neil said. “This is a moment of transformation, and that’s where I thrive.”
LIV Golf CEO Scott O’Neil
At the heart of LIV’s strategy is its unique team concept, something O’Neil believes is beginning to resonate strongly with fans around the world. He pointed to crowd numbers in markets such as Australia, South Africa, the United Kingdom and the United States as proof that the model is gaining traction, particularly where fans are embracing team identities such as the Ripper GC in Australia and regional support in markets like South Korea and Mexico City.
He also highlighted LIV’s commercial growth, revealing the league has expanded from distribution in 450 million homes to more than one billion globally in just 18 months, while television audiences have risen sharply. Sponsorship momentum has also continued, with global brands including Rolex, HSBC, Salesforce and Qualcomm backing the league.
But O’Neil admitted LIV must now “right size” its business model. The league is currently finalising a revised business plan, working alongside advisers and newly appointed board members while also exploring fresh investment opportunities. He revealed he had already received inbound calls from private equity groups, family offices and high-net-worth investors interested in the league.
Importantly, O’Neil stressed the value of LIV lies in its franchises, saying team ownership will become central to its long-term financial model.
“If you ask me where the value is, it’s in the teams,” he said. “That’s where investors will see extraordinary value.”
Players, he added, remain fully committed. O’Neil described LIV’s stars not just as competitors but as partners actively helping shape the league’s future, from offering business leads to joining investor presentations. He singled out major champions Bryson DeChambeau, Jon Rahm and Phil Mickelson as influential voices in those discussions.
He also reiterated that LIV’s 14-event schedule leaves players free to compete elsewhere, maintaining the league’s stance that golfers should have the freedom to play globally outside LIV commitments.
Backed by the Public Investment Fund through the remainder of the current season, LIV now turns its focus to locking in its business plan, raising fresh capital and evolving its format further.
For O’Neil, however, the bigger picture remains unchanged.
“We are for golf,” he said. “We always have been, and we always will be.”
