Adelaide has become the party capital of golf. The 2024 LIV Golf tournament there attracted over 94,000 fans across just three days, a massive jump from the previous year’s 77,000 attendance. Furthermore, the event featured wild crowds and an electric atmosphere throughout the weekend.
Ticket sales for 2025 are tracking even higher than last year’s record numbers. Over 40% of fans traveled from outside South Australia to attend. Clearly, LIV Golf has found a formula that works Down Under. This success story is exactly what new CEO Scott O’Neil hopes to replicate in America.
Scott O’Neil aims to replicate Adelaide’s success across America
Scott O’Neil isn’t wasting time. The new LIV Golf CEO replaced Greg Norman in January 2025. He brings impressive credentials to the table. Previously, O’Neil led Merlin Entertainments with 140 attractions across 23 countries. Before that, he managed the Philadelphia 76ers and New Jersey Devils. Additionally, he once served as President of Madison Square Garden Sports.
O’Neil’s strategy differs dramatically from Norman’s confrontational approach. “Eventually, I believe that golf will open up again,” O’Neil stated in a March interview. He was referring to increased player movement between tours. Currently, PGA Tour players are banned from LIV competitions and vice versa. Furthermore, he’s already negotiated a new television contract with Fox. This marks a significant milestone for the Saudi-backed league.
While O’Neil pushes forward, the PGA Tour-PIF merger negotiations continue to stall. The framework agreement announced in June 2023 remains unfulfilled nearly two years later. PGA Tour Commissioner Jay Monahan recently met with President Trump to discuss the deal. Despite claims of progress, no concrete timeline exists. This state of limbo has created a power vacuum that O’Neil is eagerly filling.
Image Credits: @scottoneil on Instagram
However, O’Neil faces significant headwinds beyond merger delays. Critics have branded LIV Golf “a failure on every level“ and called for it to be shut down entirely. Recent viewership numbers tell a troubling story. The Hong Kong event in March attracted just 17,000 viewers for its final round—a fraction of the PGA Tour’s numbers. Some fans have labeled it a “waste of billions of dollars.” Nevertheless, O’Neil appears undeterred by these challenges as he pursues expansion.
The CEO has also significantly shifted the league’s messaging. “Golf Louder” has given way to “Long LIV Golf.” This change reflects O’Neil’s focus on long-term sustainability rather than just disruption. In recent interviews, O’Neil repeatedly emphasized LIV’s commitment to becoming “a full and participating member” of professional golf’s ecosystem. Furthermore, his leadership style prioritizes collaboration over confrontation, a stark departure from Norman’s approach.
New Orleans represents O’Neil’s first major expansion move as CEO. Sources confirm LIV Golf is finalizing a tournament at Bayou Oaks at City Park. The state of Louisiana will commit under $5 million for course upgrades. This follows a pattern of strategic venue investments LIV has made worldwide. Additionally, LIV will fund renovations to the clubhouse, locker rooms, and driving range. The deal includes a three-year commitment starting in June 2026, similar to their multi-year venue agreements in other markets.
Adelaide’s economic boom sets high expectations for New Orleans
LIV Golf’s economic impact extends beyond attendance figures. Adelaide’s tournament generated 79,000 hotel stays in 2024. The event’s broadcast reached nearly 800 million viewers globally. South Australian officials were so impressed that they extended their hosting agreement through 2031.
New Orleans expects similar benefits, with projections of $50-75 million for the regional economy. This explains Louisiana’s $5 million investment in course upgrades. Governor Landry’s office pursued LIV after visiting their Nashville event. The multi-year deal starting in 2026 could transform Bayou Oaks into a premier golf destination.
The New Orleans tournament isn’t designed to compete with the PGA Tour’s Zurich Classic. Instead, local officials view it as complementary. The 2024 Zurich Classic set attendance records and donated $3 million to children’s charities. Adding LIV to the city’s golf calendar could establish New Orleans as a year-round golf destination. This dual-tour approach might become a model for other cities seeking to maximize golf tourism revenue.
O’Neil’s aggressive expansion strategy sends a clear message to the golf world. LIV Golf isn’t waiting for merger approval to build its global footprint. The successful Adelaide model provides a blueprint that New Orleans hopes to follow. With each new venue agreement, LIV strengthens its negotiating position. Will the PGA Tour and PIF finally reach a deal? Perhaps. But O’Neil is ensuring that LIV will thrive regardless of the outcome. The battle for golf’s future continues, with fans ultimately being the winners.
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