Scott O’Neil has wasted no time fighting to make LIV Golf more relevant in the professional golf space since taking over as the league’s CEO earlier this year.
In his first 10 months as CEO, O’Neil has forged partnerships with major corporations worldwide as sponsors, helped negotiate a new television deal with Fox, added new events to LIV Golf’s schedule across the world and more. His actions this week are perhaps the most notable, though.
On Monday, LIV announced it was doubling the number of spots up for grabs in the league via the International Series and its Promotions Event. Then Tuesday was the bombshell: LIV was moving to 72-hole events for 2026, a stark change from a format that was literally LIV’s moniker (LIV is the roman numeral for 54, the number of holes played and players in the league).
Both changes were made to help the league in its pursuit of Official World Golf Ranking points, something the league initially promised would happen early on as players signed but has yet to come to fruition. O’Neil’s latest moves have been made with one group of individuals in mind: the OWGR board. But is LIV compromising a large chunk of what makes it different from any professional golf tour a benefit for the league, or is the chase for OWGR points signaling the beginning of the end?
LIV Golf’s initial slogan was golf but louder. Now, LIV Golf is louder and longer, the opposite of a big reason the league was appealing. Shotgun starts will remain, but with four days of competition now instead of three, what makes LIV Golf different from the PGA Tour or DP World Tour? The league has gotten rid of a big part of its identity for OWGR points that will likely be minuscule because of strength-of-field factors, something Rory McIlroy pointed out when asked about the change on Wednesday.
Many LIV shills on social media will beg anyone who will listen that the team format is a big reason to tune in, but that format hasn’t caught on, especially in the United States. With the change to 72 holes, LIV Golf has ditched something that made the league unique. Now, it will be just another golf tour that plays 72 holes a handful of weeks a year.
But let’s compare LIV Golf to its biggest competitor, the PGA Tour. LIV Golf has the team format, but the PGA Tour has stronger fields, plays better courses and gives its players a better chance of earning spots in major championships. The PGA Tour, even with its numerous flaws, is a far superior product with history and tradition. LIV Golf is chasing OWGR points and trying to fit in, leaving behind one of its big differentiators from the remainder of professional golf.
Joseph LaMagna from Fried Egg Golf makes an interesting point about how “there is a legitimate conversation to be had about how the OWGR stifles competition and innovation in professional golf,” which easily could be argued with LIV’s old format not meeting the criteria to be awarded ranking points. But abandoning its identity completely for what’s likely to be a meager amount of points is a choice.
Tyrrell Hatton, playing at this week’s Abu Dhabi HSBC Championship on the DP World Tour, said LIV Golf surveyed players at the end of 2024, asking about moving to 72 holes. Of those who filled it out, only three were in support of the change.
“I guess that’s changed quite a bit in the last year, and certainly from my standpoint, I’m quite happy that we’ve moved to 72 holes,” he added.
O’Neil’s tenure has been productive. His moves and decisions over the past 10 months have tried to position the league for sustained, long-term success. His latest move, however, makes sense in the chase for OWGR points, but was it actually in the best interest of LIV Golf?
LIV Golf has lost an integral piece of what made it different. How can the league stand out when it’s being forced to fit in? Only time will tell.
