Three years into his role as Commissioner and CEO of LIV Golf, Greg Norman’s commitment to the league remains steadfast. The former World Golf Hall of Famer expresses optimism about LIV Golf’s future, even as uncertainties loom regarding a possible partnership between his employer, the Saudi Arabian Public Investment Fund (PIF), and the PGA Tour.
In a recent interview with Sports Illustrated, Norman shared his thoughts on LIV Golf’s growth and the obstacles it continues to face. While acknowledging that his current contract with LIV Golf runs through August 2025, he emphasized that his dedication to the league remains unshaken, despite speculation regarding his future role. Responding to a report from Sports Business Journal that suggested the PIF might be looking to replace him as CEO, Norman remarked, “My commitment to LIV has been unwavering, and my commitment to the future is just as strong. My focus is on fulfilling 2025 and accomplishing everything we need to do.”
Norman, 69, assumed the CEO role at LIV Golf Investments in 2021, a year before LIV Golf officially launched in June 2022. In this time, LIV has seen an influx of major players, including champions like Phil Mickelson, Dustin Johnson, Brooks Koepka, Bryson DeChambeau, and Cam Smith, all enticed by high-paying, guaranteed contracts and the chance to compete for weekly $25 million purses as part of LIV’s unique team-based format.
Although the PGA Tour and the PIF announced a “framework agreement” last year to work together, the terms remain unresolved. Norman maintains that a resolution would ultimately benefit LIV Golf, though he says LIV will continue its progress regardless. “A deal would make things easier,” he noted, “but we’re moving forward either way. I can only speak for LIV, and our trajectory remains upward.”
Reflecting on the challenges LIV faced during its launch, Norman expressed frustration over the industry’s initial hostility, stating, “I’ll go to my grave wondering about those first 18 months with LIV and why it had to be that way. I wish I could go back and redo the start. Knowing what people know now, I’m certain things would have been different.” Despite the PGA Tour’s strict rules, LIV successfully signed several prominent players, though PGA Tour players who joined LIV were subsequently banned from Tour events or forced to resign.
Norman also lamented the lack of communication from the PGA Tour, pointing out that LIV’s offers to discuss a collaborative future had gone unacknowledged. As negotiations between the PGA Tour and PIF moved forward, LIV was left out of the conversation. “We’ve stayed true to ourselves and our business model, and we’re optimistic about the future,” Norman said. “Time and patience have been our greatest allies. LIV has hosted 36 tournaments in three years—a fraction of the PGA Tour’s long history—but we’ve demonstrated our resilience.”
LIV’s team-centric approach, Norman believes, holds vast potential. The league envisions these teams evolving into franchises with ownership models similar to traditional sports teams. Currently, LIV’s 13 teams have captains with 25% equity ownership, while LIV retains 75% until prospective buyers step in. “I’m amazed by the enthusiasm and commitment from our team captains,” Norman said. “It’s been a journey, but by our 26th tournament, captains recognized the incredible growth potential of their franchises.”
Yet, the journey hasn’t been without setbacks. LIV has struggled to secure a significant television deal, which Norman sees as a critical factor for broader market acceptance and sponsorship. “The uncertainty in securing a network deal has held us back,” he explained. “We have numerous major corporations interested, but they’re waiting to see what unfolds with the PGA Tour deal.”
While LIV signed a streaming deal with the CW Network in 2023, it remains limited to weekend broadcasts, with most events only accessible live via streaming on the CW app or LIV’s app. As of now, LIV hasn’t confirmed if it will extend its partnership with CW in 2025 or pursue other options.
Reflecting on his journey, Norman expressed pride in his role in LIV’s rise amid skepticism and hostility. “It’s been a hard road,” he admitted. “I knew it wouldn’t be easy, but I didn’t anticipate the level of animosity we’d face. My commitment is to take the high road and stay true to our mission. We’re having discussions about LIV’s future five years ahead, so we’re not deterred by the hurdles.”
While Norman’s future with LIV remains uncertain, Sports Business Journal reported that the PIF has explored potential replacements for the CEO role. However, the publication noted that Norman could stay on in a different capacity if a new CEO is brought in.
Through it all, Norman’s focus remains on solidifying LIV’s place in the golf world. As he puts it, “We’ve carved our path in three years. I look forward to seeing where LIV Golf will be in the next decade.
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