Reports: Greg Norman Loses CEO Role Clearing Path for PGA Tour/ PIF/ LIV Deal

No one from either organization is on the record yet, but Sports Business Journal and the Associated Press are reporting that Greg Norman is out as CEO of LIV and that Scott O’Neil, CEO of Merlin Entertainments, will replace him. That could open the door for a PGA Tour deal with PIF and or LIV golf as many PGA Tour players are on the record saying that they will not do a deal with PIF/ LIV as long as Norman is involved.

Whether Norman is shifted to a new role, paid off to go away or something in between, his presence seemed to be a real stumbling block to getting any kind of a deal done.  

Merlin Entertainments owns Legoland, the Peppa Pig theme park, the Eye, SEA LIFE, Madame Tussauds, and other attractions. However, O’Neil has significant sports management experience as former CEO of the Philadelphia 76ers and New Jersey Devils.

No doubt, should he be the new CEO of LIV golf, O’Neil, will be able to step into the role of negotiating any business deal between the PGA Tour and PIF.

Negotiations have been stalled between the PGA Tour and PIF since the surprise announcement of a framework agreement on CNBC in June of 2023. However, PIF governor Yasir Al-Rumayyan and PGA Commissioner Jay Monahan played golf together at the recent DP World Tour’s Dunhill Links Championship earlier in the fall.  

LIV was launched as a rival golf league in 2022

Several prominent PGA Tour players elected to join due to the immense amount of money and a shortened schedule being offered. Those who left the PGA Tour include Dustin Johnson, Bryson DeChambeau, and Phil Mickelson.

In addition to starting a new league, the new tour played on dates that conflicted with those of the PGA Tour, which meant that PGA Tour players could not play in both. Players were either suspended or had to resign. There was the beginning of a lawsuit, which was later dropped.

Prominent PGA Tour stars, like Tiger Woods and Rory McIlroy, said that for any kind of a deal to be concluded between the two organizations, Norman would have to be out. 

In the interim, the PGA Tour created a new company called PGA Tour Enterprises, Inc., which has had a $1.5 billion investment from Strategic Sports Group, a consortium comprised of a number of US sports owners and billionaires. PIF said they wanted to invest, but numbers have not yet been discussed or released. A deal has not been concluded between the two parties.

However, if there is in reality a new partnership in the offing, perhaps for golf, this weekend really is a Thanksgiving for professional golf in the U.S. and for the PGA Tour players who are about to dive into turkey and dressing.