LIV Golf burst onto the scene in 2022, immediately shaking up pro golf. It disrupted its traditional structure. Fans debated. Players chose sides. While it grabbed attention, it also burned money quickly. Heading into 2026, with a hefty loss to recover, Saudi backing alone isn’t enough. Fans, sponsors, and revenue are now top priorities. Solution? To make its boldest move yet: a front-office overhaul.

Greg Norman, CEO since inception, stepped down in September 2025. Scott O’Neil took over. Former CMO Adam Harter left last month, followed by three other executives. LIV immediately filled the gaps.

Heather Meyer became Senior Vice President of Marketing. Previously VP of Marketing for the Minnesota Timberwolves and Lynx, she also managed NBA G League content strategy. She now aims to build LIV’s brand for younger, casual golf fans.

Chad Biggs joins as Executive Vice President and Global Head of Partnerships. As the former SVP of Partnerships at Harris Blitzer Sports & Entertainment, he brings experience landing international sponsors—a crucial skill for LIV.

Michael Drobnick becomes Senior Vice President of Ticket Sales and Service. He led ticket operations for the Philadelphia 76ers and has PGA Tour Championship Management experience.

Victoria Hawksley is Senior Vice President of Retail and Merchandising. She spent 15 years at Tottenham Hotspur, then led global sports divisions at Brand Works Management and Li & Fung. She also served as Chief Retail Strategy Officer at Legends Global Merchandise.

All four report to Chris Heck, LIV’s president, formerly of the 76ers.

Priorities are clearer than ever: sponsorships, tickets, merchandise, and fan engagement. Infrastructure for long-term survival is needed now. LIV has burned over $1 billion in three years. The 2026 season will test profitability and sustainability. Success depends on selling tickets, landing sponsors, and moving merchandise. The LIV Golf–PGA Tour rivalry will remain central. A merger seems unlikely, as both leagues continue independently.

PGA Tour CEO Brian Rolapp said, “The best collection of golfers in the world is on the PGA Tour… We need a more honest conversation about what’s best for the tour and fans.”

Meanwhile, Scott O’Neil stated, “They’ll have a dominant position in the U.S., and I think we’ll be the dominant player in the world.”

LIV has doubled down on its team format, increased purses, and drawn large crowds in the U.K., Chicago, and Indianapolis. Sponsorships with Ping, Callaway, Qualcomm, HSBC, and Salesforce show growing commercial momentum. Nine of its 14 events in 2026 will be outside the U.S., pushing a global footprint.

Even with ongoing debates over Official World Golf Ranking points and DP World Tour fines, LIV’s strategic hires, especially Chris Heck, emphasize sustainable growth and competitive expansion.

LIV Golf’s Strategic Shift: From Disruption to Sustainable Growth

LIV Golf, once known for its bold disruption of the traditional golf landscape, is now focusing on long-term sustainability. Under the leadership of Scott O’Neil, the league is implementing strategic changes to ensure its future viability. O’Neil’s extensive experience in sports and entertainment management is steering LIV towards a more structured and financially sound model.

One of the key areas of this strategic shift is the league’s approach to financial management. Despite attracting top players with substantial financial incentives, LIV Golf has faced significant losses. In 2024, its UK entity reported a loss of $461.8 million, bringing total losses since inception to over $1.1 billion. To address this, O’Neil is focusing on revenue diversification and cost management.

Additionally, LIV Golf is enhancing its global presence. The league has expanded into new markets such as South Korea, South Africa, and Australia, aiming to build a more international fan base. This expansion is complemented by strategic partnerships, including a U.S. TV deal with Fox Sports, to increase visibility and engagement.

These efforts signify a pivotal moment for LIV Golf as it transitions from a disruptive startup to a sustainable entity in the professional sports arena. The coming seasons will be critical in determining whether this strategic shift can secure LIV Golf’s place in the global sports landscape.