Scott O’Neil was formally introduced yesterday as the new CEO of Saudi-backed LIV Golf, which is set to begin its fourth season next month. His appointment comes at a pivotal time, as LIV Golf’s financial backer negotiates an investment deal with the rival PGA Tour. Just 24 hours into his tenure, O’Neil has already made headlines by securing a global broadcasting deal with FOX Sports—a move that underscores his reputation as a leader who gets things done.
A Proven Leader with an Impressive Background
O’Neil’s journey to the top of the sports industry began in upstate New York, where he grew up before attending Villanova University in Pennsylvania. His upbringing in a household where leadership development was a family value set the foundation for his career. Reflecting on his parents’ influence, O’Neil said:
“I have four siblings, and all of us have run companies. My parents taught us the importance of driving culture and talent. That training has been invaluable.”
His first job, however, was far from glamorous—working as a bouncer at a bar in New Jersey. A pivotal moment came when his mother arranged an interview for him, leading to a memorable life lesson:
“My car had broken down on the way back from a friend’s house the night before. So I hitchhiked back. I borrowed his suit and his jeep, which had no roof or sides. When I got there, my hair was a mess and I had a suit that was four sizes too big; I looked like a clown.
“The guy looked at me and said: ‘You don’t want to work here, do you?’ It was a great lesson. I actually stayed in touch with him until he passed away. He taught me one of the most valuable lessons, which is to do your best work, be prepared, and come in on time.”
With determination and guidance from his father, O’Neil secured his first role in sports as a secretary and assistant for the New Jersey Nets. This entry-level position sparked a meteoric rise that included roles as senior vice president of team marketing and business operations at the NBA and president of Madison Square Garden Sports.
Understanding The Importance Of Time
Transforming Organizations
As CEO of Harris Blitzer Sports & Entertainment (HBSE), O’Neil oversaw the organization’s growth from a $415 million enterprise to a $2.5 billion powerhouse. Under his leadership, HBSE evolved into an award-winning live sports and entertainment organization, acquiring the New Jersey Devils, developing the Prudential Center into a top global venue, and launching innovative platforms like the Grammy Museum and a real estate company.
“We had a process,” O’Neil explained. “You trust the process—make the right decisions based on data, work hard, and focus on the future. The results follow.”
He added: “We turned around the 76ers and we bought the New Jersey Devils of the National Hockey League and the Prudential Center. This became a top 10 booked arena in the world. We also built the Grammy Museum, a real estate company, and an investment platform. We just kept growing and building.”

In 2022, O’Neil became CEO of Merlin Entertainments, the second-largest visitor attraction operator in the world. Overseeing 140 attractions in 25 countries, he brought his unique vision of creating “memories, wonder, and joy” to millions of visitors.
“When it comes to purpose, Merlin is in the memory-making business,” he said. “So, I get to get up every morning and think about how you bring wonder and joy and happiness, and help create memories. That is something that has you popping out of bed and sprinting to work.”
A Vision for LIV Golf’s Future
Now at the helm of LIV Golf, O’Neil is poised to guide the league through its next phase of growth. Taking over from Greg Norman, he brings a wealth of experience in building brands, cultivating talent, and fostering innovation. LIV Golf’s rapid ascent over the past three years, coupled with its bold team model and global reach, has positioned it as a transformative force in golf.
“The opportunity to lead a sports league is a dream come true,” O’Neil said. “What LIV Golf has achieved is remarkable. The game has been infused with energy and innovation. Players have greater freedom, fans are closer to the action, and the sport has reached new markets desperate for elite golf.”
The Drive to Build Culture
O’Neil has consistently emphasized the importance of creating a strong workplace culture. “I only know a certain way to work. And that is: ‘What do we have to do to make this the greatest place to work in the world?’” he said. “That is my pursuit in life. I’m always trying to get as close to that line as possible.”
This philosophy guided him during his time at HBSE, where he oversaw the turnaround of the Philadelphia 76ers and the New Jersey Devils, as well as the development of new ventures.
“We had a process, and we needed everyone to trust the process. What that means is that you do the right thing every day, over and over. You make the right decisions based on data and management information. And you work hard and you don’t so much focus on today. You have your vision for the future and you know what you want to accomplish.”
What’s Next for LIV Golf
LIV Golf’s fourth season kicks off on February 6 in Riyadh, Saudi Arabia, with its first U.S. event scheduled for April 4-6 at Trump Doral, just a week before the Masters. With O’Neil at the helm, the league aims to solidify its place as a global powerhouse in the sport.
“When it comes to purpose,” O’Neil said, “LIV Golf’s mission aligns perfectly with my vision of creating something extraordinary. We’re bringing elite golf to new markets and giving fans the access they’ve always wanted. The future is incredibly bright.”
From his track record, it’s clear that Scott O’Neil is not just the CEO LIV Golf needs but the visionary leader who can elevate the league to unprecedented heights.