**Scott O'Neil Set to Lead LIV Golf as New CEO**

LIV Golf has selected Scott O'Neil, a veteran in sports and entertainment management, to become its new Chief Executive Officer. O'Neil will succeed Greg Norman, who has been pivotal in establishing the breakaway golf league over the past three years. According to confidential sources, this transition marks a significant shift in leadership as the Saudi Arabian Public Investment Fund (PIF) aims to position Norman into a new role.

The prospect of O'Neil taking the helm was further solidified when Sports Business Journal identified him as the leading candidate on Wednesday morning. An insider confirmed O'Neil's appointment with The Athletic; however, LIV Golf's spokesperson has refrained from commenting on the impending change.

O'Neil brings a wealth of experience to the position, having served as the CEO of Merlin Entertainments since 2022. Under his leadership, the company oversaw operations of numerous high-profile theme parks and resorts, including Legoland. Merlin Entertainments officially announced O'Neil's departure, effective at the end of 2024, as he pursues this new opportunity.

Prior to his role at Merlin, O'Neil was the CEO of Harris Blitzer Sports & Entertainment, the parent company of the Philadelphia 76ers and the New Jersey Devils. His tenure saw the organization through significant growth and development, as he managed multiple construction projects and facilitated the merger of assets between owners Josh Harris and David Blitzer. O'Neil is notably associated with "the process," a widely discussed rebuilding strategy that ultimately increased the Sixers' value.

With LIV Golf, O'Neil steps into a role fraught with ongoing negotiations. The PGA Tour and the PIF are in the process of forming a new entity that will integrate their assets, including LIV Golf. These discussions have extended well beyond the initial deadline of late last year, necessitating approval from the Department of Justice's antitrust officials. The future structure of LIV Golf within this new entity remains undetermined.

The league's international expansion poses additional challenges, particularly in securing a long-term U.S. television deal. With a scheduled 2025 season comprising 14 events, only three are set in the United States, starting in June. This evolving schedule underscores the complexities O'Neil will need to navigate as he assumes leadership.

Graduating from Villanova and Harvard Business School, O'Neil also has experience with franchises such as the New York Knicks, New Jersey Nets, Philadelphia Eagles, and New York Rangers. His comprehensive background in sports management poises him to steer LIV Golf through its next phase of growth and development.