LIV Golf's Future: What's the Damn Plan Now?
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What’s next for LIV Golf? Seriously. Jon Rahm sounds as clueless as the rest of us. He said it himself, “I don’t think he would ask anybody to buy into anything without giving us a business plan first.” Until then, it’s all just guesswork, right? Rahm, the league’s golden boy, dropped that bomb before LIV Golf Virginia. And let’s be honest, the whole thing feels like a damn mess. The Saudi Public Investment Fund (PIF) is pulling the plug at the end of 2026. So, what the hell happens in 2027?LIV Golf’s CEO, Scott O’Neil, finally showed his face. First time since the PIF news broke. He chatted with LIV’s Chief Communications Officer, Ilana Finley, and then the press. We’re still waiting for the nitty-gritty on this so-called “plan,” but O’Neil let slip a few things. Some answers, sure. Plenty of questions left hanging, though. This whole situation smells fishy from the get-go. When the PIF bails, you know investors aren’t exactly lining up. Especially when LIV is reportedly burning through cash like it’s going out of style – a nine-figure monthly burn rate, for crying out loud.Finley was talking about “resetting the business plan” and getting players into a “new model.” O’Neil admitted it’s been obvious for over a year that LIV needed “significant and substantive changes.” Basically, they’re starting the business plan from scratch. Hell, they’re starting from scratch with a damn shovel.
The CEO's "Plan" (Sort Of)
O’Neil laid out what he’s calling the plan. Or, more accurately, the plan to make a plan. It’s pretty straightforward, he says.
- First up: Get the players sorted. Keep them focused on golf. That’s priority number one. Makes sense.
- Second: Build a real business plan. One that actually works. Profit and loss. Like any other damn business on the planet. He claims they’re “well on their way.” We’ll see.
- Third, and maybe the most important bit: Surround yourself with smart people. People who know their stuff. He’s been doing that his whole life, apparently.
Embracing the Chaos?
O’Neil acknowledged LIV’s shaky position. But he’s not sweating it. He actually *likes* this kind of chaos. He calls it an “opportunity for transformation.” “I understand uncertainty is difficult for some people,” he said. “This is 100 percent what I love to do, this moment.” He truly believes this is his destiny.But here’s the kicker. O’Neil has to play this incredibly fine line regarding the PIF’s funding withdrawal. If he looks shocked, he seems unprepared. If he says he saw it coming, he looks like he’s been hiding something from the players. Remember, he told them funding was secured for another five years. Now, he’s hedging, saying it would be “naive to be surprised.”“Was I surprised? I don’t know, it’s hard to even think about that moment,” he mused. “I can tell you that it was very clear 18 months ago that this was going to be an ongoing concern, that we were going to have to make significant and substantive changes in terms of the way we do business.” So, naive to be surprised? Maybe. Irresponsible to think anything else? Definitely. He’s focused on “how far we have to go to make sure that we can continue to grow this game around the world.” That’s the spin, anyway.
The Big Question: Why LIV?
The most fundamental question LIV faces is its “why.” Why does it even exist as an alternative to the PGA Tour and DP World Tour? What’s its identity? Team golf is one angle, sure. But O’Neil keeps harping on the “mission-based organization” angle.“I’ve been around professional athletes for the last 30 years of my life, and I’ve never been around a group of more remarkable men who believe in the mission to grow the game of golf around the world,” he said. He’s talking about players like Rahm and Bryson DeChambeau, signing autographs for hours after brutal rounds in the blazing heat. “This group is committed.” He claims the “angst” and “discord” from LIV’s uncertainty are gone because the mission is so clear: grow the game. Going “door to door” to do it. Right.
Team Value: The Investor's Golden Ticket?
O’Neil likes to remind everyone about the insane rise in sports valuations. The Utah Jazz went from $13 million to $1.8 billion. The Philadelphia Eagles are worth over $8 billion. The NWSL and WNBA are growing like weeds. He’s hinting that LIV’s teams could be worth a fortune too.“If you ask me where the value of this business is, it’s in the teams,” he declared. “We believe that once we set the business in the right direction… that these teams will have extraordinary value.” So, if you’re an investor, that’s where you should be looking.How does selling a team work? “We are going to create a business plan. We’re going to lock arms with the players. We will go to market and raise money on the top, on a league level, and then we will go and get investors in teams, in that order.” Makes perfect sense. If you’re in the business of making plans to make plans.
Player Contracts: A Hot Mess
What about those player contracts that go beyond 2026? Will the PIF cough up the cash? “I don’t even know how to think about answering that,” O’Neil said. Charming. He insists there’s “no daylight” between what he knows and what players like Bryson or DJ know. But with future funding up in the air, player pay is too.Rahm was a bit more direct. “I do believe that for the business plan to change, whatever they’re coming up with, there will need to be some concessions on our part, yeah.” Translation: Players might have to take a pay cut or change their deals.Bryson DeChambeau’s contract is up at the end of 2026. His commitment, or lack thereof, could be a massive deal for any potential investors. “Well, that’s an interesting question. I’m not sure. We’ll sort through and work through,” O’Neil said about going to market with or without DeChambeau. He called Bryson “special.” A “business partner” he talks to about the future of LIV, not just the golf, but the business. Smart, driven, committed, and a heck of a partner. High praise indeed.
Free Golf, Except When It's Not
O’Neil’s still banging the drum for team golf, citing the Ryder Cup and the Presidents Cup’s past glory. Of course, LIV golfers are barred from the Presidents Cup because it’s owned by the PGA Tour. He also took a jab at the Tour for blocking LIV players from playing in PGA Tour events during LIV’s off weeks.“We have never, since our inception, ever restricted our players,” he claimed. “Go play where you want to play. We believe in free golf, free agency of golf.” It’s worth noting, though, that LIV players can’t play PGA Tour events during LIV weeks, and PGA Tour players can’t jump into one-off LIV events. So much for “free golf.”
Confidence Amidst the Uncertainty
Despite what some experts might say, O’Neil is projecting confidence. He pointed to the massive crowds at LIV events in Adelaide and South Africa. Over 100,000 spectators each. He mentioned the “nationalist movement” with teams like the all-Aussie Rippers. Corporate partnerships are growing with big names like Rolex and Salesforce. The majors are “acknowledging” LIV. And players themselves are apparently bringing in leads for potential investors.“I had about a dozen inbound calls this weekend, inbound from potential investors,” he said. Private equity, family offices, high-net-worth individuals. “That’s been really positive.”LIV Golf is still going. The big question remains: where the hell is it going? It’s a damn circus, and we’re all just waiting to see if the tent collapses or if they somehow manage to pull off a miracle. For more on the business side of golf, check out this overview of sports franchise valuations. It gives you an idea of the stakes involved.