LIV Golf chief: We've secured 'half a billion' in sponsorship over past 10 months

LIV Golf chief executive Scott O'Neil has claimed the PIF-backed league has secured "half a billion" dollars worth of sponsorship over the past 10 months. 

The American sports and entertainment executive replaced former Open champion Greg Norman in the top job at the beginning of the year. 

Since his arrival LIV has signed a number of commercial partnerships. 

In July, HSBC signed as the title sponsor for LIV's forthcoming campaign which kicks off next February under the lights in Riyadh. 

LIV Golf currently has commercial deals with the likes of Salesforce, Fox Sports, ITV, Dazn and Panini.  

The league also has contracts with Saudi Arabia-based companies Aramco, Riyadh Air and Maaden. 

O'Neil made the claim during Salesforce's annual conference.

O'Neil said: "We've had, in like 10 months, we've literally done half a billion in sponsorship like that, like up from zero.

"And then - Salesforce is one of our great partners, of course - we've like completely reimagined the experience. Our player experience is extraordinary.

"So a lot of positive things are happening but we're nowhere near where we'll be a year from now, two years from now, three years from now. That's what gets me... pops me out of bed in the morning."

His comments are interesting in the context of recent reports about the financial health of LIV Golf's UK entity.

The Financial Times reported two weeks ago that LIV Golf Ltd's net losses reached $481.8m in 2024, up from $395m in 2023 and $243m in the 18 months to the end of 2022. 

The figures were taken from accounts filed to UK Companies House. 

The latest figures mean that the UK entity has lost more than $1.1bn since it was established in 2021. 

The Companies House accounts do not include LIV's financial activities in the United States, which are much more difficult to obtain. 

In February 2025, it was reported LIV's financiers, the Public Investment Fund of Saudi Arabia, was nearing a total of $5bn investment. 

LIV Golf begin their fourth full campaign next February in Saudi Arabia. 

As ever, the schedule features 13 "regular" 54-hole $25m tournaments and a team championship. 

The breakaway tour are currently trying to recruit more golfers to replace the players that were relegated last season. 

Six full-time LIV players, including former Open winner Henrik Stenson, finished last season in the drop zone. 

Major champions Phil Mickelson, Brooks Koepka, Dustin Johnson, Bryson DeChambeau, Cameron Smith and Jon Rahm are among players still on LIV's roster. 

DeChambeau and Koepka's contracts with the league expire next year. 

Johnson's expires in the winter, according to MailSport, but the American is inching closer to signing a new deal.