Sources: PIF eyes new CEO for LIV Golf; Greg Norman expected to remain with league

A search has been ongoing in recent months to find a new CEO for LIV Golf, according to sources briefed on the matter. Saudi Arabia’s Public Investment Fund, which backs LIV financially, has contracted out London-based Odgers Berndtson for the search, which would take over for Greg Norman in the CEO role.

Though handled quietly, the search firm has looked to well-regarded executives in sports business for the position, with names including Big 12 Commissioner Brett Yormark among those targeted early on, according to sources. Talks with Yormark did not progress, but it shows the level of executive PIF has been targeting.

This is not the first sports job PIF has contracted Odgers Berndtson for. PIF also used the firm when it hired Paul Mitchell as the new sporting director for Newcastle United in July.

While Odgers Berndtson has been handling the search for PIF, LIV itself has been using CAA Sports and Egon Zehnder on other leadership searches.

Once a new CEO is hired, it’s unclear what exactly Norman’s role would be. But Norman has continued to maintain support from those within LIV, and it’s expected he would be part of the league’s senior leadership into the future.

The CEO role is not the only position LIV is expected to make a move on, as sources confirmed that PIF leadership and Norman have looked to add to LIV Golf’s executive leadership, seeking a CRO and CLO among other C-Suite roles. It’s not clear when leadership decisions could be made.

Two weeks ago, LIV hired Nike’s Ilana Finley as its new chief communications officer.

While Norman has strong support within the LIV Golf ranks, others, including Tiger Woods and Rory McIlroy, are on the record as saying they think Norman needed to exit his role for the PGA Tour and LIV Golf to co-exist.

The recent Alfred Dunhill Links Championship on the DP World Tour saw PGA Tour Commissioner Jay Monahan playing alongside Yasir Al-Rumayyan and McIlroy throughout the week. Also playing alongside was DP World Tour CEO Guy Kinnings, leading many to believe that talks could be heating up, and with a new CEO on board with LIV, it’s fair to wonder if the pace of talks could quicken.

LIV and the PIF had no comment for this story.