In an exclusive interview with Sports Illustrated, LIV Golf CEO Greg Norman opened up about his role and the challenges the league faces as it finalizes its 2025 season. Norman, who became CEO in 2021, confirmed that his contract with LIV Golf runs until August 2025. He has expressed both optimism and frustration regarding the league’s growth, noting difficulties such as the ongoing absence of a network television deal.
The LIV Golf League, backed by Saudi Arabia’s Public Investment Fund (PIF), has grown significantly since its inception, signing high-profile players like Phil Mickelson, Dustin Johnson, and Jon Rahm. Despite this, its relationship with the PGA Tour remains strained, as an anticipated agreement between the two sides has yet to materialize. Norman noted that this deal would ease many hurdles LIV Golf faces but reiterated that his focus is on completing the 2025 schedule and expanding LIV’s unique team-based format, which aims to sell franchises to private investors.
Rumors have circulated about Norman’s future, with Sports Business Journal recently reporting that PIF might seek new leadership. Norman responded to these claims, affirming his commitment to LIV and his current contract’s expiration date. Reflecting on LIV’s journey, he emphasized the strides made despite initial opposition, expressing confidence in the league’s future.
Norman also voiced disappointment over LIV’s struggle to secure a comprehensive network TV deal, which he believes has impacted sponsorship opportunities and brand visibility. LIV Golf has partnered with the CW Network for limited broadcasting but hopes to secure a more prominent arrangement in 2025 to attract sponsors and viewers.
Despite these obstacles, Norman remains positive about LIV’s potential. He described LIV’s accomplishments as remarkable, emphasizing the team structure’s appeal and its value to players and fans alike.
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