Greg Norman, who officially departed from LIV Golf last month, has declared his tenure as CEO of the Saudi-backed golf league a "mission accomplished". In an exclusive interview with Australian Golf Digest, Norman reflected on his time with LIV Golf, asserting that the organization's impact has been broadly positive, even for the PGA Tour.
Norman, who stepped down from his position in September, stated that the influx of investment dollars into the sport has benefited institutions and players worldwide. He noted that the PGA Tour's decision to boost prize money at elevated events was a direct consequence of LIV Golf's emergence and the resulting competition. According to Norman, PGA tour players benefited from the increased prize money and reduced competition. Despite the criticisms and controversies surrounding LIV Golf, Norman believes that the league has brought positive change to the sport.
"When you look back on the past 12 months, there's been a realization that all those investment dollars have done great things for the institutions as well as the players, in all parts of the world," Norman said. "Even with the PGA Tour [boosting its prizemoney with elevated events], I was quietly happy when I saw that, because the players benefited from it". He also pointed out the adoption, to some degree, of what LIV implemented has been accepted.
Norman's tenure with LIV Golf was not without its challenges. He admitted that the role was "very draining" and required him to work "100-hour weeks". He also expressed disappointment with the criticism he faced, lamenting the "lack of understanding of why people would judge me and give the abuse they did". "Don't judge me. Don't judge what LIV was truly all about,” Norman stated.
Despite the difficulties, Norman said he enjoyed his time as CEO and would "do it again in a heartbeat". He is now refocusing his efforts on his golf course design business and his role on the organizing committee for the 2032 Olympics in Brisbane.
LIV Golf has faced considerable controversy since its inception in 2022. Financed by Saudi Arabia's Public Investment Fund, the league has been accused of "sportswashing" to improve the kingdom's image amid criticisms of its human rights record. The large sums of money offered to players to defect from the PGA Tour also drew criticism, with some accusing LIV Golfers of prioritizing money over prestige and tradition.
The PGA Tour responded to LIV Golf by suspending players who participated in its events. This led to legal battles between the two leagues, including antitrust lawsuits and counterclaims. While a merger agreement was proposed in 2023, its future remains uncertain.
According to reports, LIV Golf has suffered significant financial losses since its launch. The Athletic reported that the league's losses have hit $1.4 billion in its first three years. Despite these losses, LIV Golf has secured broadcast deals with networks like Fox and ITV.
As Norman moves on to other ventures, LIV Golf continues to operate under the leadership of Scott O'Neil, who took over as CEO and commissioner in January. The league is forging ahead with its tournament schedule and team format, aiming to establish itself as a prominent force in the world of professional golf.
