The CEO of LIV Golf, which faces a survival crisis following the withdrawal of funding from Saudi Arabia's Public Investment Fund (PIF), has expressed confidence in securing new sponsors.
Scott O'Neil, CEO of LIV Golf, said in an interview with AFP on Wednesday local time that he has received 12 investment inquiries. "They include private equity firms and high-net-worth individuals who invest in sports, which is very positive," he said.
Launched in 2022, LIV Golf created a new wave in the golf world under the backing of the PIF, led by Governor Yasir Al-Rumayyan. The tour brought in star players with astronomical transfer fees and continued aggressive investment by allocating total prize money of more than $25 million (about 37.1 billion won) per event. Since its launch, the PIF has poured more than $5 billion (about 7.44 trillion won) into LIV Golf over the past four years to drive its success.
However, the results so far have been underwhelming. Hampered by a tension-lacking format that distributes prize money to all players without a cut, the tour has struggled to secure profitability amid weak attendance and poor viewership ratings. Ahead of the 2026 season, star players including Brooks Koepka and Patrick Reed have successively chosen to return to the PGA Tour, shaking the tour's competitive strength.
Still, O'Neil said the crisis can be overcome. He said discussions are underway with broadcasters and marketing partners, adding that "the direction is clear."
"Once we have a business plan in place and attract funding, I believe players will choose this place," he said.
