Scott O'Neil is on a major mission: to build LIV Golf into "the Formula 1 of golf".
With a number of major television deals - FOX Sports in the US, ITV in the UK and DAZN in Europe, among others - sealed, the fledgling league is already set to reach a wider audience in its current season, which started in February and runs until the end of August.
Speaking to Options ahead of the recent LIV Golf Singapore, O'Neil points to the league's team-based format as another differentiator that sets it apart from others; the configuration is also another parallel with F1, the racing giant that turns every motorsport event into practically a full-fledged concert.
LIV Golf Singapore, part of the league's fourth season, took place over a March weekend that saw Fireballs GC continuing its winning streak, despite captain Sergio Garcia just recovering from bronchitis and a fever.
"Teams are really traditional in just about every other sport," says O'Neil, noting that fans can "identify with a specific team to bring them closer to the game, which may then lead to them picking up a club and playing more". The format also creates an "opportunity where young players can grow faster", he adds.
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Speaking on other things that make LIV unique in the golf scene, O'Neil flags another trademark of the F1 experience: "In some markets, there'll be a music festival, a food festival and an art festival."
Seen at LIV Golf Singapore, for instance, was the Fan Village, where fans got to grab a bite, try their hand at putting, and even learn a little about the local wildlife through activities hosted by Conservation International. Rounding off the three-day event on the 18th green was a performance by Australian singer-songwriter Vance Joy.
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"The nice part," says O'Neil, "is that we have these 54 extraordinary golfers playing in a world-class golf course, [and] we've also created a festival-like atmosphere that's fun ... While the gold will always take centre stage, you'll also find a food experience, a music experience."
A fresh face
It was just in January that O'Neil took on the top job at LIV, after stints in the entertainment and sports management industries. He replaced former world number-one Greg Norman, who had been the league's CEO since its establishment in 2021.
O'Neil chalks up his arrival at LIV to three things. First, he says, is "this notion of innovation" that surrounds the league. From what he calls "small innovations", such as a shotgun start, to bigger changes like the introduction of teams, O'Neil describes it as being "like an early-stage business, trying to grow the game of golf by moving it forward".
The second factor that O'Neil says drew him to LIV was Yasir Al-Rumayyan, the governor of the Public Investment Fund (PIF) that backs LIV. "I found him brilliantly smart with an incredible EQ, incredible humility and sense of self," says O'Neil of the Saudi businessman, who is also chairman of state-owned Saudi Aramco.
"When you get a chance to work for one of the most incredible ... people in the world, that's one thing you run towards - and I did."
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Sealing the deal for O'Neil were the players. "We have some of the greatest stars in the game," he says, citing players such as Brooks Koepka, Dustin Johnson and Bryson DeChambeau. "We have a chance to take some of the biggest names to the four corners of the earth and grow the game of golf ... It's a mission that gets me jumping out of bed in the morning."
Local flair
O'Neil's job brings him to courses around the world; this season kicked off in Saudi Arabia, jumping to Australia and Hong Kong before landing in Singapore. The tour has since been to the Trump National Doral in Miami and wraps up its Mexico leg on April 27. Next on the roster is South Korea, where players will tee off at Incheon's Jack Nicklaus Golf Club.
Of all the places O'Neil has been to, one spot he says has stood out to him is Singapore. For the league, he points out that the Serapong at Sentosa Golf Club was named the World's Best Golf Course in 2023 and Asia's Best Golf Course in 2024 by the World Golf Awards.
Beyond what's pertinent for his work, O'Neil says the attractions in Singapore are "world-class". "What I love most about Singapore is the Gardens by the Bay ... I've been walking through there at night and it's just majestic and magical."
LIV Golf Singapore marked O'Neil's 10th visit to the city-state, and he came hungry, ready to hunt down his favourite dish here. "Chilli crab," he says with a grin. "I can't get enough of it."
Tough fight ahead
Positive as he is about his work, O'Neil sure has his work cut out for him.
For one, LIV is still establishing itself against existing circuits, chiefly its main rival, the PGA Tour, which continues to rake in higher viewership and traction. Talks - facilitated by US President Donald Trump, no less - for reunification between the two leagues have been left hanging for months.
LIV events also do not earn ranking points for its players, which means many who joined the league have now fallen in the Official World Golf Rankings (OWGR). Former world number-one Jon Rahm, who joined LIV when he was third on the OWGR list, has dropped to 80th position.
This, no doubt, affects LIV's attractiveness, something that has arguably been in question since the league's inception. Some have taken issue with it being a Saudi-bankrolled endeavour, while others have pointed to its format as a sore spot.
That's not to say it's all doom and gloom for LIV. Earlier this year, exemptions were announced for golfers to secure spots in the US Open and The Open, based on their LIV individual standings. These mark the first major championships that golfers will have a pathway into based on their performance at LIV.
The league's viewership is also on the rise, it seems, with a record-high 484,000 tuning in for the Miami leg, according to the Sports Business Journal, an American publication. Though that figure is still less than a third of the viewers for this year's Valero Texas Open (a similarly timed tour on the PGA docket), it points to growing interest in LIV events.
The business end
The PIF has put a substantial amount of resources ostensibly towards diversifying Saudi Arabia's economy, particularly in sports, LIV is among the beneficiaries of this drive away from oil for the kingdom.
Still, the question of whether LIV has established itself strongly enough to survive on its own remains. A regulatory filing by the league's UK arm, which handles its activities outside the US, flagged operating losses of US$394.35 million in 2023.
"We certainly have our work cut out for us," says O'Neil when asked about LIV's financial viability. "Any journey starts with that first step, and the good news is that when I walked in, we were already plenty of steps down the road."
The idea now, he says, is to "supercharge" things. Getting those television deals is one part of the equation; those are expected to get LIV into 800 million homes, according to O'Neil. He's also focusing on picking "the most important markets", where there are top golf courses and where "the government leans in and provides support - not only financially, but also through marketing".
In addition, developing a strong corporate network will also factor into LIV's success. Part of this involves establishing the league more deeply, so it becomes a regular event in the markets where it lands. He adds: "[This is] so people can plan, tour operators can make bookings, business partners can plan trips."
Looking forward, O'Neil expects LIV to continue growing, both in terms of talent and audience. He shares that the league intends to roll out an "international series" with 10 additional events. "I believe you'll see this becoming the platform of choice for marketing partners who want global reach, and I think you'll see a lot of smiling, happy fans."
Ultimately, he says, returning to his idea of an F1-style golf league, the idea is to create "an experience of experiences". "This is a place where hardcore golfers who play five times a week will find their paradise, as will someone who's never picked up a club or watched a game."
