Greg Norman on How LIV Golf Should Look After the Merger

“The LIV Golf juggernaut is still rolling on. I’m just going to answer as the CEO of LIV."

by Sead Dedovic
Greg Norman on How LIV Golf Should Look After the Merger
© Sarah Reed/Getty Images Sport

The saga of the merger between the PGA Tour and LIV Golf seems never-ending, lingering until it's known whether PIF and the PGA Tour will indeed reach a final agreement. 

While the initial deadline for the deal was December 31st, both sides have decided to continue negotiations, with further details still unknown regarding when the final deal might be reached. 

Additionally, some are questioning what this deal will mean for the future of golf. 

Greg Norman, CEO of LIV Golf, has opted to address certain uncertainties, at least concerning LIV Golf, in a conversation with Bloomberg. While some speculate that the merger will provoke LIV Golf to change its philosophy and adapt, Norman revealed that this won't be the case. The LIV Golf CEO confirmed that LIV Golf will remain true to its philosophy, striving for innovations in the world of golf and adhering to its original stance since the beginning.

“The LIV Golf juggernaut is still rolling on. I’m just going to answer as the CEO of LIV. My boss told me LIV is not going to go anywhere. It will be well and truly in operation, running well past his death – he’s a young guy.

He’s asked me to just stay focused and deliver LIV. LIV is a standalone entity. He’s invested billions of dollars into this and we’re starting to see the creation of an ROI (return of investment) within this, so we're going to stay focused.”- Greg Norman said, as quoted by Golf Monthly.

Explaining the vision further, Norman elaborated on the concept of LIV Golf owning its own golf courses, similar to other major sports entities owning their stadiums. This ownership model allows for greater control and potential for expansion beyond just golf. 

By owning their venues, teams can establish a home base for their operations, promoting a sense of community and offering opportunities for additional revenue streams. 

Greg Norman's words clearly indicate that the leaders of LIV Golf aim to remain consistent with the principles upon which this Tour is based. Since the inception of this Tour, Greg Norman and other key figures have emphasized that LIV Golf aims to innovate in the world of golf. The innovations they have introduced from the very beginning have elicited various reactions. While some believe that golf should not be based on innovation but on tradition, there are those who argue that innovation is the only way to attract attention.

Greg Norman
Greg Norman© Andrew Redington/Getty Images Sport

The plan includes integrating various elements such as education, hospitality, real estate, merchandise, and management services, thus maximizing the potential benefits that golf can bring to a community or region.

Greg Norman confirmed that LIV Golf's intentions are to expand its brand in the future and to engage better with people in terms of what LIV Golf is and what it will be. The CEO of LIV Golf is negotiating with corporations that could help LIV Golf develop in the right direction. 

Although he did not specify which partners he was referring to, some believe that top companies will become partners of LIV Golf. What Norman did confirm is that LIV Golf has forged a partnership with Google. His intentions are to offer viewers what they want and to keep them glued to their TV screens watching long tournaments on LIV Golf.

The leaders of LIV Golf have repeatedly confirmed their intentions to attract younger viewers, who have decreasing interest in sports, including golf. The attention span of today's generations is not particularly large. Norman referred to 18-year-olds and 25-year-olds, hoping that these generations can dedicate themselves to what LIV Golf aims to showcase. This is one of the principles upon which LIV Golf will base its future.

Are brighter days ahead for the world of golf?

Golf fans believe that it's crucial for LIV Golf and the PGA Tour to find common ground and shared interests, and together embark on a better future. Watching golf in its current state is the last thing fans of this sport imagined, especially the older ones. However, golf, like any sport, sometimes has certain figures who want to introduce innovations, and in this case, that's LIV Golf.

Will a deal between PIF and the PGA Tour be reached by the end of the year? That's a question no one has an answer to at this point. Any scenario is possible, but it's hoped that both sides will think rationally and offer fans what's best.

It seems that both sides are unwilling to reveal too many details and prefer to remain mysterious. They are aware that disclosing any information could lead to even greater chaos and expectations.

Greg Norman Liv Golf