LIV Golf, the breakaway golf league financed by Saudi Arabia's Public Investment Fund (PIF), has appointed a new chairman as it seeks to secure funding from sources beyond its primary backer, according to sources familiar with the matter.
Leadership Change and Funding Strategy
The league, which has been led by CEO Greg Norman since its inception, is now under the chairmanship of a yet-to-be-named executive. The move is part of a broader strategy to attract external investors and reduce the league's dependence on the PIF, which has poured billions into LIV Golf since its launch in 2022.
LIV Golf has been in talks with potential investors from the United States, Europe, and Asia, aiming to raise new capital that would allow it to expand its schedule and player roster. The league has faced criticism for its Saudi ties, with some calling it "sportswashing" of the kingdom's human rights record.
Industry Reactions
The announcement has drawn mixed reactions. Some analysts see it as a positive step toward legitimizing LIV Golf as a sustainable business, while others remain skeptical about its long-term viability without PIF support. "This is a critical juncture for LIV Golf," said a sports business expert. "They need to prove they can stand on their own two feet."
Greg Norman, who remains CEO, declined to comment on the funding talks. The PIF governor Yasir Al-Rumayyan has been a vocal supporter of the league but has not indicated any change in the fund's commitment.
Future Outlook
LIV Golf is scheduled to begin its third season in 2026, with events planned in the US, Europe, and Asia. The league has already signed several top players, including Dustin Johnson and Phil Mickelson, but has struggled to attract a broadcast deal in the US.
The new chairman is expected to focus on commercial partnerships and media rights, which could provide the league with a more stable financial footing. Whether LIV Golf can succeed without Saudi backing remains an open question.
