LIV Golf Targets Global Growth With South Africa and Asia in Focus

Just over a year into his role as CEO of LIV Golf, Scott O’Neil is pushing the Saudi backed circuit deeper into international markets, with South Africa and Asia central to its expansion plans.

O’Neil stepped into the role after the disruptive early years under Greg Norman, bringing a more measured leadership style while continuing the league’s aggressive global push.

Backed by major commercial partners including HSBC, Rolex and Salesforce, LIV is positioning itself as a tour with ambitions well beyond the United States.

“In the US the pyramid’s really clear,” O’Neil said during the tour’s recent stop in Hong Kong. “Outside the US, the pyramid’s a little murky. And we think over the next two, three, four years it’s going to get a lot more clear. And we think that LIV Golf sits on top of the pyramid.”

Divisions in the game remain

Five seasons after LIV’s launch in 2022, the rift within professional golf remains.

Tensions resurfaced this week when Jon Rahm accused the DP World Tour of “extorting” players through conditions imposed on those returning after competing in LIV events.

Despite the ongoing dispute with the DP World Tour and the PGA Tour, LIV continues to expand its schedule and global reach.

South Africa ready for LIV return

South Africa will again be one of the key stops on the calendar. LIV is set to return to Johannesburg, with more than 90,000 fans expected across four days.

South African star Dean Burmester believes the event’s appeal lies in bringing global stars to local fans.

“I think South Africa’s not been starved of golf, but it’s been starved of superstars,” Burmester said. “LIV Golf brings players people here wouldn’t normally see, the likes of Jon Rahm and Bryson DeChambeau.”

The tour has already proven its drawing power internationally. A recent event in Adelaide attracted more than 115,000 spectators, the largest crowd ever recorded at a golf event in Australia.

Asia a key growth market

Asia is another major focus.

LIV will host its second tournament in South Korea in May at the Busan Asian Games Country Club in Busan.

“South Korea is one of the world’s top golf markets,” O’Neil said. “Like last year, we’ll host a Korean style tournament that reflects local culture.”

The event will feature the Korean based LIV team led by Ahn Byung hoon, alongside players including Danny Lee and rising star Kim Min kyu.

Shift toward young talent

While LIV initially made headlines by signing established stars such as Brooks Koepka and Rahm to massive contracts, the league is now looking toward younger players.

“There’s some tremendous young golfers coming out of China,” O’Neil said. “Japan is a really interesting market that LIV is not in. Certainly mainland China, India is a big part, and there are several markets in Europe that are untapped.”

Growing the global game

O’Neil insists LIV’s mission is about expanding the sport beyond its traditional centres.

“For way too many years the best golf in the world has been played in the continental United States,” he said. “We have the opportunity and responsibility to bring the game to fans around the world.”

Whether that ambition reshapes the professional landscape remains to be seen, but LIV Golf’s global push shows no signs of slowing.