In a move seen as hastening the merger of LIV Golf and the PGA, multiple media reports are advising that Scott O’Neil, Chief Executive of Merlin Entertainments is to replace Greg Norman as Chief Executive and Commissioner of the Saudi Arabian-backed LIV Golf.
O’Neil’s appointment would come 18 months on from LIV, the PGA Tour and the DP World Tour agreeing to combine their commercial operations. However, since that announcement talks have made little progress and the original deadline of 31st December 2023 passed without a deal in place.
Nonetheless, the three sides remain optimistic of a definitive deal eventually being agreed.
Some reports indicate, that Norman, who long advocated a tour independent of the PGA prior to the launch of LIV Golf may have been an obstacle in progressing the agreement.
O’Neil, who took on his role at Merlin Entertainments in November 2022, has wide ranging experience in sport management.
Prior to joining Merlin he was Chief Executive for Harris Blitzer Sports & Entertainment (HBSE), a portfolio of sports, entertainment, and investment properties, where he oversaw more than $2 billion growth in enterprise value, from $415 million to $2.5 billion, through his focus on talent, culture, and guest experience.
Under O’Neil’s leadership, HBSE evolved from managing a single team, the Philadelphia 76ers of the National Basketball Association, to an award-winning live sports and entertainment group. It now spans multiple professional teams, real estate holdings, an esports platform, a GRAMMY Museum, a top 10 internationally booked arena, a venture fund, innovation lab and Elevate, a growing sports marketing company.
O’Neil has led some of the top athletic brands in the world, including New York Knicks - NBA, New York Rangers - NHL, Philadelphia Eagles - NFL and the Philadelphia 76ers - NBA, where success is predicated on building the brand, driving attendance, leveraging data, engaging fans through the guest experience and partnering with big brands to drive growth.
With O’Neil having confirmed this week that he will leave Merlin at the end of the year to take on a new, undisclosed role, Sports Business Journal, advised that his appointment with LIV could come as early as next week.
Meanwhile Norman, who told Sports Illustrated last month that his contract with LIV ran through to August 2025, is expected to remain with the organisation in a senior role.
LIV has already made several senior appointments this year, including Chief Marketing Officer Adam Harter, Chief Legal Officer John Ruzich, Chief Communications Officer Ilana Finley and Chief Financial Officer David Phillipps.
Image: Scott O’Neil. Credit: Merlin Entertainments.
About the author
Nigel Benton
Co-founder/Publisher, Australasian Leisure Management
Born in the English county of Dorset, Nigel Benton is the co-founder and Publisher of Australasian Leisure Management, Australia, New Zealand and the Asia-Pacific’s only magazine for professionals in all areas of the leisure industry and the www.ausleisure.com.au website - the go to news resource for industry leaders and professionals.
With a long-term commitment to communicating all that is best about the leisure industry (aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues) his career has been defined by an ability to develop and implement industry communications.
Starting his career working in heritage visitor attractions and then adventure travel in Africa and the Middle East, an interest in writing about his experiences led to his change of career into magazine journalism and publishing.
In addition to publishing, Nigel speaks on marketing communications at a range of industry events.
He was made a Life Member of the World Leisure and Recreation Association in 2006 and is a Fellow of the Royal Geographical Society (London).
In 2020, he launched the new Asian Leisure Business website.
As of October 2024, he was inducted into the Australian Fitness Awards Roll of Honour at the 2024 AUSactive National Awards.
Among a range of published works and features, his comments on a Blog (blogspot) from 2007 to 2011, when this website went live in its current form, may be interesting to reflect back on.
His philosophy on life is to be kind to all and to indulge those that you love.
His passions include family, Newcastle United and motorcycles (especially British ones) as well as caring for Stella the pug.
Click here to connect with him via LinkedIn.
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