“We’ve literally done half a billion in sponsorship,“ CEO Scott O’Neil said, putting an end to all the rumors about losing over $400 million in 2024 alone. Ever since the inception of LIV Golf, the league has spent a lot of money, in terms of contracts with golfers or prize money in its tournaments. And while it is true that the league has made significant losses, a lot of those losses are already covered with massive sponsorship deals.

Sharing the same, Flushing It shared an X post with a video of O’Neil talking about the sponsorships in a conversation with Salesforce. “In 2025, LIV have added several high-profile sponsors, including HSBC and Salesforce, with franchises gaining momentum with partnerships, too. Well-placed sources have told Flushing It Golf that in the last 10 months, the amount of financial partners within the league as a whole has increased 5 fold, with many more in the works ready for the 2026 season,” Flushing It wrote in the post.

LIV Golf Ltd., which operates the league’s non-U.S. business based in the U.K., reported a loss of $461.8 million for 2024. This marked an increase of approximately 16% from the $395.9 million loss in 2023. The firm’s revenue for 2024 was $64.9 million, but expenses soared to $526.7 million. Since its creation in 2021, LIV Golf Ltd. has accumulated losses exceeding $1.1 billion.

The league has paid out nearly $1.4 billion in prize money since 2022, including substantial signing bonuses to attract top players. Some of the most significant contracts were secured by popular golfers such as Jon Rahm, Phil Mickelson, and Bryson DeChambeau, among others. In fact, Jon Rahm reportedly signed a multi-year contract worth $500 million. However, CEO Scott O’Neil shares partnership updates that are helping curb the losses.

HSBC became LIV’s first global banking and financial organization partner. The two announced a deal in July 2025. Barry O’Byrne, HSBC’s CEO of International Wealth and Premier Banking, said, “We are delighted to join forces with LIV Golf and are really excited to see what we can create together.” Besides supporting the entire league, the deal also included support for two LIV Golf teams: Bryson DeChambeau’s Crushers GC and Majesticks GC, co-captained by Lee Westwood, Ian Poulter, and Henrik Stenson.

Taking to LinkedIn, O’Byrne recently shared that the organization will title LIV’s Hong Kong event. “We’re thrilled to announce HSBC LIV Golf Hong Kong will take place at the historic Hong Kong Golf Club from 6-8 March 2026. This will be the third edition of the ground-breaking tournament that has rapidly built a passionate fan base, and we can’t wait to build on that momentum,” he shared on LinkedIn.

Another recent partnership Scott O’Neil bagged for LIV Golf is with Salesforce. The two joined hands in June 2025 to power a new era of fan and player experiences with Agentforce. “At LIV Golf, innovation drives everything we do — from the fan experience to the way we support our players and grow the game,” said Denise Taylor, Head of Product and Technology, LIV Golf.

Besides the two, LIV Golf has partnerships with Aramco, Maaden, Riyadh Air, Roshn, Bahri, Coupang Play, and others. This influx of partnerships has transformed LIV Golf’s financial picture. Although this is good enough, O’Neil has far better plans. In the video shared on the Flushing It’s X post, Scot O’Neil can be heard saying, “A lot of positive things are happening, but we’re nowhere near where we will be a year from now, two years from now, three years from now.”

With all these partnerships, O’Neil aims to change the game of golf for good.

Scott O’Neil aims for a major shake-up amid losses

LIV Golf has faced criticism for disrupting golf’s traditions. However, the league continues to emphasize modernization of the sport as a key priority under CEO Scott O’Neil. O’Neil compared LIV’s approach to innovations in other major sports like baseball, basketball, and hockey, arguing golf is “ripe for change” but must keep core values like integrity and community intact.

LIV Golf has introduced new formats like the 54-hole Saudi-backed tournaments, shotgun starts, and team-based competitions. These changes create faster-paced, more exciting play with volatile leaderboards and festival-like fan atmospheres, aiming to appeal to new audiences.

After Scott O’Neil replaced Greg Norman as the new CEO, he introduced some new tweaks for the 2025 season. For instance, the competitions counted all four team scores each round instead of only three. Plus, it added five new venues globally, which reflects LIV’s ambition for international reach.

Scott O’Neil’s latest comments make it clear that LIV Golf’s financial outlook is far stronger than reports suggested. With major sponsors on board and more deals in progress, the league appears to be entering a new phase of growth and stability.