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

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