Masters of Scale LIV Golf’s gambit to rewrite global sports, with Scott O’Neil
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Apr 14, 2026 
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Why LIV Bets On Golf As A Global Platform
- Scott O’Neil frames LIV as a global growth play, not just a PGA rival, because elite golf was concentrated in the US while the rest of the world remained under-served.
- He cites presidents, Fortune 500 CEOs, and packed events in Australia and South Africa as proof golf carries unusual business and cultural leverage.
Anthony Kim’s Comeback Became LIV’s Rocky Moment
- Scott O’Neil uses Anthony Kim’s comeback as proof that sports can carry emotional meaning far beyond competition.
- After 12 years away, addiction struggles, and cardiac arrests, Kim won in Adelaide and embraced his daughter on 18 while Scott O’Neil cried behind sunglasses.
How LIV Turns Golf Into Teams And Assets
- LIV differentiates itself with nationally flavored teams, equity for captains, and shotgun starts that compress the event into a predictable four-and-a-half-hour product.
- Scott O’Neil argues team ownership can become a scarce sports asset, like franchises in the NBA or NFL, with media, apparel, and academy extensions.
