LIV Golf CEO Scott O’Neil explains why key destinations like Singapore are central to the tour’s next evolution.
On a humid afternoon at Sentosa Golf Club, the atmosphere feels unmistakably different from traditional tournament weeks. Music drifts across hospitality suites. Fans move between shaded viewing decks and vibrant fan zones. Corporate guests entertain within the comforts of hospitality suites with names such as “Club 54” and “Gallery Club”. All this is happening at the Aramco LIV Golf Singapore as players navigate one of Asia’s most demanding championship layouts.
At the heart of it all is Serapong — a course widely regarded as among the finest in the region — and a setting that captures LIV Golf’s ambition to redefine how professional golf is staged and experienced. For Scott O’Neil, who took over as CEO early 2025, Singapore represents far more than a stop on a global schedule. It is a strategic anchor in golf’s evolving landscape.
“This is one of my favourite cities in the world,” he says. The appeal goes beyond immaculate fairways. Singapore’s world-class infrastructure, cosmopolitan fan base and strong corporate environment make it an ideal stage for a modern sports property with global ambitions.”
REIMAGINING THE TOURNAMENT EXPERIENCE
LIV Golf events are intentionally designed to feel different. Live entertainment, curated food offerings, immersive fan activations and family-friendly spaces create an atmosphere closer to a lifestyle festival than a conventional sporting contest.
The approach reflects a deliberate mission. O’Neil believes golf must evolve to remain relevant — particularly in dynamic urban markets where audiences expect sport to be social, engaging and experiential. By broadening the appeal of tournament attendance, LIV aims to attract new fans while reinvigorating the traditional golf audience.
Singapore has proved receptive to the concept. Families stroll the fairways with children in tow, the young capture social-media moments and seasoned golfers appreciate the rare opportunity to watch elite players compete in an energetic, yet relaxed environment.
Yet the spectacle does not diminish the competitive edge. Players consistently highlight Serapong’s strategic design and slick greens as a genuine test — a course that rewards precision and mental resilience. O’Neil knew as much, having just played the pro-am right before this interview.
“Our players rave about the course. The greens were sizzling, which did not do me well, but I will say that I golf with Louis Oosthuizen today, and he said this is his favourite golf course, and with Elvis Smylie, who had never played this course before, and he said it is spectacular.”
Strictly speaking, this is Singapore’s last hurrah at LIV Golf after a four-year run with only Grange Golf Club in Australia holding the same record. The tournament will not be held here next year.
For Scott O’Neil however, the setting here at Sentosa perfectly captures the tour’s global ambition. Singapore, he says, represents not just a destination but a strategic gateway for the future of professional golf, and while talks are still underway with the powers that be, he intends to return.
GLOBAL AMBITION, LOCAL MOMENTUM
Singapore’s prominence within LIV Golf’s plans reflects the key to LIV Golf’s global strategy. The tour’s future growth is increasingly tied to markets where economic dynamism, infrastructure investment and lifestyle consumption intersect.
Within a span of weeks, they have staged events across continents — from the Middle East to Australia, here in Asia, and then to Africa next. Such an extensive travel schedule, O’Neil notes, is embraced by players and caddies alike as a privilege rather than an obligation.
“We talk about having a ‘get-to’ culture rather than a ‘have-to’,” he explains. “We get to travel. We get to come to places like Singapore, and they love it.”
This ethos aligns with LIV Golf’s wider mission to expand participation and inspire the next generation. Partnerships with regional tours, like the Asian Tour and its ensuing International Series, and federations are designed to strengthen development pathways, elevate tournament prestige and broaden the sport’s global footprint.
A COMMERCIAL PLAYBOOK FROM GLOBAL SPORT
O’Neil’s leadership is shaped by decades spent in some of the world’s most prominent sports organisations, including NBA teams like Philadelphia 76ers and the New York Knicks. Those experiences instilled a focus on storytelling, fan engagement and commercial innovation — principles he is now applying to golf’s transformation.
Under his stewardship, LIV Golf has intensified efforts to secure title sponsors, expand broadcast reach and move tournaments towards profitability. Strategic partnerships with multinational brands signal growing confidence in the league’s long-term potential.
Another key initiative is the exploration of franchise-style ownership models for LIV teams. By inviting investors to acquire stakes, the tour hopes to create deeper regional identity and enterprise value — a model familiar in global sports like Formula One, but still unheard of within golf.
But operating across diverse markets inevitably brings challenges. O’Neil acknowledges the importance of cultural sensitivity and a willingness to learn. Mistakes are part of the journey, he says — but humility and curiosity help organisations grow stronger. A diverse international workforce within the organisation further enables LIV Golf to respond effectively to local expectations.
A MORE COLLABORATIVE ERA FOR GOLF
Perhaps the most notable development during O’Neil’s tenure has been a shift in tone across professional golf. Dialogue with governing bodies such as The R&A, USGA and OWGR has increased, creating more opportunities for LIV players to compete in major championships and signalling a gradual move towards coexistence rather than conflict.
For O’Neil, collaboration is essential.
“There is so much opportunity in golf,” he says. “We should work together to grow the game.”
If LIV’s early years were defined by controversy and disruption, O’Neil’s tenure has focused on shaping identity and momentum. Reflecting on his first months in charge, he spoke of discovering “something really special” — a product that blends elite competition with festival-style engagement. LIV events, he noted, are intentionally designed as cultural experiences, incorporating music, food, art and fashion to attract families and younger audiences who might otherwise feel excluded from the sport.
Central to this philosophy is storytelling. O’Neil highlighted the personal journeys of players as a powerful vehicle for growing the game. From Anthony Kim’s return to professional golf after years away, to Bryson DeChambeau’s reinvention through social media engagement, LIV’s roster offers narratives that resonate beyond the fairways. These stories, he believes, humanise golf’s stars and help build deeper emotional connections with fans.
“At LIV, we used to say ‘Golf Got Louder’ but now, we have purposefully moved to ‘Long LIV Golf’, and it’s not just a tagline. It’s how we see the world, that we’re going to be here for a long time, and that we are for golf, we want to be a part of, to complete golf, not compete against it.”
This evolving landscape promises richer competition and broader global exposure — outcomes welcomed by fans eager to see the world’s best players compete across multiple stages.
MOMENTUM ON THE LION CITY FAIRWAYS
Assessing his first year as CEO, O’Neil prefers to speak in terms of progress rather than grades. Stronger commercial foundations, expanding audiences and a clearer strategic vision suggest the tour is transitioning from disruption to consolidation. For Singapore, the implications are significant.
Continued hosting rights would further cement its status as a cornerstone destination in golf’s modern era.
As twilight settles over the Serapong course and spectators linger for post-round entertainment, the scene captures a powerful narrative shift. Golf here is no longer confined to tradition or exclusivity. It is evolving into a vibrant international spectacle — dynamic, inclusive and increasingly shaped by cities willing to embrace change.
In Scott O’Neil’s vision, the future of the sport is borderless. And few places appear better positioned than the Lion City to help drive that transformation.
