Former Merlin Entertainment leader takes the helm as Greg Norman steps back to focus on the LIV board role.

In a surprising move, LIV Golf has announced that Greg Norman will step down as chief executive, with Scott O’Neil, former CEO of Merlin Entertainments, set to take over the reins. O’Neil, who has been leading the company behind Legoland and other major attractions, brings a unique perspective to the world of professional golf, marking a shift in the leadership dynamic for the Saudi-backed tour.

Norman, who will remain on the LIV board, is credited with shaping the fledgling league into a formidable competitor to traditional golf institutions like the PGA Tour. His leadership saw LIV Golf disrupt the golfing world with its lavish prize funds and high-profile player acquisitions. Yet, it appears the organisation is now seeking fresh direction as it evolves from a challenger to an established force in the sport.

O’Neil’s appointment signals a focus on business expansion and brand-building expertise. With two years spent in the UK running Merlin Entertainments—home to iconic brands like Legoland, Madame Tussauds, and the London Eye—O’Neil is known for his marketing savvy and strategic leadership. He also has experience in sports, having previously served as CEO of Harris Blitzer Sports & Entertainment, the parent company of the NBA’s Philadelphia 76ers and NHL’s New Jersey Devils.

A spokesperson for LIV Golf confirmed the leadership transition: “Greg Norman has played a pivotal role in launching and establishing LIV Golf. His vision and passion have been crucial. Scott O’Neil’s appointment will build on this foundation, focusing on global growth and innovation.”

Norman’s tenure was not without controversy. The league’s close ties to Saudi Arabia sparked criticism from human rights groups and traditional golf bodies. Norman often found himself defending LIV Golf’s mission, arguing it was about growing the game and providing players with opportunities. His departure from the day-to-day operations may mark a cooling of the more combative stance LIV Golf took in its early days.

O’Neil’s background suggests a more polished, corporate approach. His time with Merlin Entertainment saw him manage large-scale attractions and drive significant international growth, an experience that could prove invaluable as LIV Golf seeks to expand its footprint in new markets. His tenure in the UK also indicates a global outlook that aligns with LIV’s ambitions to challenge golf’s traditional power structures.

For Norman, stepping back allows him to focus on strategic oversight without the burdens of daily operations. Sources close to LIV Golf suggest that he will still play an influential role in shaping the league’s future, particularly in player recruitment and partnerships.

O’Neil’s transition to LIV Golf CEO is expected to take place in the coming months, with an official handover planned early next year. His appointment comes at a critical juncture for the league, which has sought to position itself as a modern, player-centric alternative to the PGA and European tours.

With LIV Golf preparing for its next phase, including new events and potential partnerships, O’Neil’s expertise in entertainment and sports management could bring a fresh perspective. Fans and critics alike will be watching closely to see how the new leadership impacts the league’s trajectory, particularly its relationship with established golf institutions and the sport’s traditional audience.