LIV Golf’s leadership shuffle isn’t stopping with Greg Norman. Just four days after the CEO’s tenure officially came to an end, the Saudi-backed league was dealt another blow with the resignation of the Chief Marketing Officer.

Josh Carpenter shared the update that Adam Harter, the chief marketing officer of LIV Golf, has stepped down from his position. The CMO joined in May 2024 and had been reporting directly to Norman with global marketing initiatives. At LIV Golf, Harter played a major role in all marketing initiatives.

As elaborated by LIV Golf, “All marketing activities, including developing the league and team brands, growing the size and engagement of the global fan base, delivering unique and dynamic marketing initiatives for LIV Golf and The International Series, and championing partnerships to continue advancing the sport of golf around the world.”

Coming with a background expertise in partnerships across major US leagues, he has been a crucial part in the growth of the Saudi-backed league. But now that partnership tenure has come to an end.

Moreover, Harter really enjoyed his tenure with LIV, as he penned down his thoughts on LinkedIn, “I leave with immense gratitude, countless friendships, and excitement for both LIV Golf’s future and my next new adventure. Long LIV Golf! The mission continues…and I know the best is still yet to come.”

Before LIV, Harter had spent 20 years at PepsiCo, including various roles like Senior Vice President of Media, Sports & Entertainment. That’s a lot to bring to the table when joining LIV. However, Harter’s exit resonates even more when you look at the scope of his career beyond golf.

Before joining LIV, he had already carved out a reputation as a visionary marketer, responsible for initiatives that blurred the line between sport, entertainment, and culture. He was behind the production of Uncle Drew, the first feature-length film spun out of an advertising campaign, and co-created The Show, a Showtime documentary that earned a Grand Clio Award.

His influence wasn’t confined to sports — he reshaped how brands intersect with music on a global stage. For more than a decade, Harter spearheaded the Pepsi Super Bowl Halftime Show, collaborating with icons like Beyoncé, Jay-Z, Justin Timberlake, Jennifer Lopez, and Dr. Dre to deliver some of the most-watched performances in broadcast history. He also helped forge partnerships with stars such as Katy Perry and Bruno Mars, co-produced Mary J. Blige’s Strength of a Woman Festival, and even worked Pepsi into the storyline of FOX’s hit series Empire.

That relentless drive for innovation earned him recognition across industries — from Sports Business Journal’s “Top 50 Most Influential in Sports” to Billboard’s “Power 100” in music. When LIV brought him aboard, Norman praised him as a rare talent who could elevate the league’s brand globally, and during his tenure, Harter did just that by shaping LIV’s identity in a crowded sports market.

LIV Golf has not updated on any future replacements for the role. So, now with the former CEO and CMO leaving the league, things might seem bad at LIV Golf; however, you’d be wrong to think that.

LIV Golf is still achieving new recognitions

In October 2021, when the league was announced, Norman’s name, being a two-time major winner, added credibility to the league. Since then, adding star players, creating a new identity, and shaping the new franchise model have been the crucial steps for the league to stand tall against the PGA Tour.

Recently, the league even won the “Most Innovative Leagues” award at the 2025 Front Office Sports Honors. And the reason for that is the incredible numbers reached by the league. Since 2022, the league has crossed 875 million households and has invited more than 100,000 in Adelaide and 60,000 in Indianapolis.

Not only this, but LIV is also able to reach a younger audience with its online-focused approach. The league boasts over 400,000 YouTube subscribers and millions of views for its innovative ideas, including the Any Shot, Any Time app and Duels on YouTube.

The list of efforts the White Shark has put in for the league can be seen with the wide stance against the PGA Tour. The league, which was speculated to end soon, is still reaching new audiences as it attempts to reinvent the golfing experience for fans.