LIV Golf has transitioned from its disruptive origins to a phase focused on stability and expansion, with chief executive Scott O’Neil viewing South Africa as an ideal market. The league plans to host its inaugural event in the country next month at Steyn City, expecting significant economic benefits. This shift includes adopting a 72-hole format and seeking official recognition in world rankings.
LIV Golf, backed by Saudi Arabia’s Public Investment Fund, is entering its fourth full league season with a more mature approach under chief executive Scott O’Neil, who succeeded Greg Norman. O’Neil aims to make the league profitable and sustainable, moving away from its initial confrontational style that recruited stars like Bryson DeChambeau, Jon Rahm, and South Africa’s Louis Oosthuizen with substantial payments.
The funding from Saudi Arabia has faced criticism over human rights concerns, though many global entities continue business ties. LIV now focuses on international markets beyond the US, where the PGA Tour dominates. During a recent visit to Steyn City, O’Neil stated, “There is a pyramid in the US that the PGA has had the lead of... and there’s a pyramid in the world. And that’s the pyramid that we sit atop.”
The upcoming LIV Golf South Africa event is projected to sell out with 90,000 tickets, following a successful spectacle in Adelaide. O’Neil estimates an economic impact of $40-million to $50-million, describing it as conservative, and noted it could create one job per 13 tourists. He praised South Africa for its world-class course, resort, and golf-loving culture, saying, “This is as good as it gets for us.”
In response to recent PGA Tour offers that tempted players like Brooks Koepka and Patrick Reed, O’Neil called reports of defections “creative reporting,” emphasizing LIV players as “global citizens.” For 2026, LIV will switch to a 72-hole format to better prepare players for majors and address its exclusion from the Official World Golf Ranking. OWGR chair Trevor Immelman, a South African, announced points for the top 10 LIV finishers per event. O’Neil commended Immelman as “a breath of fresh air,” though LIV’s statement criticized the limitation as disproportionate.
LIV is also pursuing a franchise model, engaging Citibank to sell 10-20% stakes in teams, with new sponsors like Rolex and HSBC. O’Neil compared the league’s strategy to Amazon’s growth focus, despite reported losses exceeding $1-billion.
