LIV Golf CEO Scott O'Neil pivots strategy toward global markets following Saudi funding withdrawal
In an interview with Yahoo Sports, O'Neil highlighted strong attendance figures in Australia and South Africa while reaffirming the tour's commitment to team golf and player freedom.
LIV Golf CEO Scott O'Neil has outlined a strategic pivot for the tour following the announcement that Saudi Arabia's Public Investment Fund will cease its financial backing at the end of the current season. Speaking in an interview with Yahoo Sports, O'Neil expressed confidence in the tour's future, stating his intention to "bet on the 8 billion" people outside the United States to drive long-term growth. He emphasised the need for industry alignment to compete with other major sports and noted that the tour would focus on markets where government support and fan interest are strong.
O'Neil highlighted the success of recent events in markets such as Australia, South Africa, the UK, and Mexico, citing strong attendance figures as key indicators of viability. Specific numbers cited included 115,000 attendees in Australia and 100,000 in South Africa, which was noted as the country's biggest golf event. Additional crowds of 60,000 were reported in the UK and Indianapolis, with the CEO indicating that similar success could be replicated in other global locations.
The tour's core principles remain central to this new direction, specifically a focus on team golf and player freedom. O'Neil explained that LIV Golf players are under contract for 14 events but retain the right to play other tournaments, provided they do not conflict with LIV's schedule. This contrasts with the European Tour's previous restrictions and underscores the tour's belief that players should have the opportunity to play when and where they want.
Alignment with traditional governing bodies is also a key component of the strategy. O'Neil stated that LIV is aligned with organisations like the R&A and Augusta National, noting that LIV players participated in the Masters. He mentioned that 10 players attended the tournament, with three of them ranking in the top 15 of the LIV standings, reinforcing the tour's commitment to feeding the ecosystem's next generation of fans.
Regarding the structure of the competition, the CEO indicated that the number of LIV teams, currently standing at 13, may expand or contract based on the economic value of the teams rather than a fixed target. He drew parallels to asset valuations in the NBA and Formula One, suggesting that the value of a team with a star player could significantly influence the league's investment model.
O'Neil concluded by emphasising that the industry needs a world schedule to avoid self-sabotage and to take on competitors like cricket, football, or tennis. He argued that the sport is the most important in the world, with world leaders and 90 per cent of Fortune 500 CEOs playing it, and that unity is essential for the future of the game.
