LIV Golf chief executive officer Scott O’Neil has lifted the lid on the league’s next chapter, revealing an ambitious plan to raise $US300 million while openly expressing his desire for Australian investors to help shape the future of the breakaway circuit.
Speaking candidly about the investment process currently underway, O’Neil said LIV had already fielded significant interest from around the globe as it seeks to shore up its coffers for the 2027 season and beyond. The developments come amid ongoing speculation surrounding LIV’s long-term financial structure following the departure of Saudi Arabia’s Public Investment Fund (PIF) at the conclusion of this season. It’s been widely reported the PIF has injected more than $US5.3 billion into LIV Golf since its launch in 2021, with record prizemoney and extravagant on-course entertainment and spectator infrastructure making it a huge hit with players and fans in golf-starved nations, particularly Australia and South Africa.
With PIF no longer in the picture from next year, LIV’s leadership team is now actively pursuing outside investment from private equity firms, family offices and professional sports team owners. But rather than finding one deep-pocketed backer to write a massive cheque, O’Neil revealed LIV’s preference is to build a global ownership group that reflects the international nature of its players and events.
“My hope is that as we continue this journey and that we can find investors on the five continents where we play,” O’Neil told Australian Golf Digest. “I think having one in Asia, Europe, Africa, North America and, of course, Australia would mirror the look, impact and diversity of our players.”
It’s a strategy O’Neil hopes will strike a chord with Australian companies and ultra-high-net worth individuals. With the all-Aussie team Ripper GC emerging as one of LIV’s biggest success stories, and drawing 100,000-plus crowds in Adelaide every year, O’Neil doubled down on his dream of capital investment from ‘Down Under’.
“We have 57 players from 21 countries. I mean, think about how special that is,” he says. “In a perfect world, our future investors will come from different parts of the world – particularly Australia – and that’s precisely who we’re talking to right now. And what I have found really interesting over this first week is the interest from private equity has been great, family office has been terrific, and then a lot of team owners are talking to us too – professional sports team owners. What they’ve said is, ‘Look, I don’t think we’re going to invest $300 million. That’s a big number. But would you take $25 million or $50 million?'”
It’s that exact proposition that now has LIV executives excited. By broadening its investor base rather than relying on a solitary financial backer, Scott says LIV Golf can create a more resilient and globally-aligned ownership model, one that distributes risk, unlocks regional opportunities and ensures key markets have a direct hand in the league’s future.
“In US dollars, we’re raising $300 million, but could you imagine if we could have different investors from different markets around the world?” O’Neil said.
Part of the challenge in his search for funds has been the constant negative headlines and uncertainty since PIF’s decision to pull the plug. Yet despite the scrutiny, O’Neil insists the opportunity ahead far outweighs any challenges.
“I say it to my staff all the time: when you get in the rollercoaster line, you can’t expect a carousel. And when that rollercoaster twists and turns and flips you upside down a few times, you’re best to put your arms up and ride it with a smile. Well, our arms are up and we’re smiling.”
Asked what the biggest remaining misconception about LIV Golf is, O’Neil pointed to the league’s culture as evidence of what he believes outsiders often miss. “I see the loneliest sport in the world becoming a family,” he said. “I’ll tell you who has very few misconceptions: anybody who’s been to LIV Golf. Anyone who’s seen it, anyone who’s walked through the gates at one of our tournaments, there are very few misconceptions (from any of these people).”
The search for investors may only be two weeks old, but with nearly 20 meetings already scheduled and interest building across multiple continents, LIV’s leadership appears confident it can secure the backing needed for its next phase. And if O’Neil gets his wish, an Australian investor could soon find themselves alongside Cam Smith, Marc Leishman, Lucas Herbert and Elvis Smylie in helping shape the future of one of golf’s most disruptive ventures.
