LIV Golf CEO Scott O’Neil Speaks On The Present & Future Of The League

LIV Golf CEO Scott O’Neil addressed the current state and future direction of the league during a candid conversation in Mexico City, pushing back against speculation of secret meetings and behind-the-scenes turmoil. “Given the momentum of this business, we're really excited about where we are and the position we are,” O’Neil said. He dismissed much of the media noise as “reaching and grabbing for headlines and clickbait,” insisting the league remains focused on execution. While acknowledging the challenges—“this business is tough… we are managed very, very tightly”—he framed them as part of the adventure the entire organization signed up for, calling it “the ride of a lifetime.”

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O’Neil expressed strong optimism about LIV Golf’s long-term trajectory, highlighting structural changes already in motion and ongoing discussions about bringing teams to market. “This notion of bringing teams to market, I had 2 calls this morning,” he revealed. He emphasized sustainable revenue growth and the potential to build “a really good business for a really long time,” even if additional capital is needed. Central to his vision is a deliberate shift toward global markets rather than over-reliance on the U.S. “Do you want to bet on 340 million people or 7.5 billion people? That’s all I’m saying,” O’Neil stated. “Golf should be seen around the world with some of the biggest stars in the game. And that’s what we’re doing.”

When asked how he would pitch the league to top players today, O’Neil was candid: “LIV Golf is not for everybody.” He explained that players seeking a traditional U.S.-centric schedule or minimal travel may not be the right fit. However, for those wanting to grow the game internationally, experience new cultures and courses, and enjoy a supportive team environment, LIV offers something unique. “If you feel like golf could be lonely sometimes… there’s nothing like a team after a bad round to pick you up,” he said. O’Neil pointed to record viewership numbers—such as 5.5 million tuning into Anthony Kim’s win in Australia—and massive on-site crowds, including 100,000 fans in South Africa singing the national anthem, as evidence of the league’s growing appeal.

The CEO also highlighted LIV Golf’s commercial strength, noting nearly half a billion dollars in sponsorship revenue last year from major global brands including Rolex, HSBC, Salesforce, and Aramco. He stressed that the league’s players are treated as partners rather than assets to be managed at arm’s length. “We don’t weave our path of players away from fans. We actually get through the fans,” O’Neil said. “Our players are our partners. You know, like how special is that?”

Looking ahead, O’Neil confirmed ongoing evolution, including plans to blend elements of LIV’s innovative format with the great National Opens around the world. “We think they’re the most underappreciated, undermarketed, underdeveloped assets in golf,” he said. “And the reason is it gets us on the ground to grow the game of golf.” He described the league as only five years old—still in its infancy compared to century-old institutions like the NBA or NFL—and expressed excitement about continuing to re-imagine and refine its model while staying true to the core mission of global growth.

O’Neil pushed back firmly against persistent criticism and what he sees as irresponsible coverage often based on unnamed sources. “I’ve never been in an industry that has more unnamed sources than this one,” he remarked. He argued that LIV Golf’s survival benefits nearly every stakeholder in golf: players enjoy higher purses and competition, networks gain compelling content, and fans outside the saturated U.S. market get access to the game’s biggest stars. “If you’re outside the US, we are outside the saturated market and we’re in markets that are dying for this kind of action,” O’Neil said. “So I think there’s a lot more to gain with LIV Golf here than LIV Golf gone.”

Through it all, O’Neil remains bullish on the league’s future and the broader impact it can have on golf worldwide. He painted a picture of a vibrant, fan-first product that celebrates next-generation audiences, families, and international growth while delivering high-level competition. As LIV Golf continues to mature, the message from its CEO is clear: the focus remains on building something sustainable, exciting, and truly global—one round at a time.

Quotes, data, and photos courtesy LIV Golf