Ever since the 2025 season of LIV Golf began, Scott O’Neil has implemented a lot of changes to improve the product. They signed a contract with Fox Sports to broadcast their events live. LIV Golf also partnered with ITV for free-to-air television very early in the season. The new CEO even tried to experiment with nighttime golf to appeal to the American audience. However, nothing could improve their ratings as they continued to deliver around 300,000 to 400,000 average viewership, just like they did in the last few years. And O’Neil finally admitted he made a crucial mistake.

He joined the Starbucks CEO, Brian Niccol, and Heather Ruden, on a special from Salesforce titled ‘Leading with Purpose: Starbucks & LIV Golf’. During the conversation, Ruden asked him what he got wrong during hi

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