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LIV Golf chief executive Scott O’Neil claims the league has landed “half a billion dollars in sponsorship” in just 10 months — a figure that, if accurate, marks a dramatic commercial shift for the Saudi PIF-backed circuit.
Since O’Neil replaced Greg Norman in January, the breakaway tour has added heavyweight sponsors including HSBC, which will headline LIV’s 2026 season opener under the lights in Riyadh, alongside deals with Salesforce, Fox Sports, ITV, DAZN, and Panini. Saudi-linked giants Aramco, Riyadh Air, and Ma’aden remain core partners.
Speaking at Salesforce’s Dreamforce conference, O’Neil said:
“We’ve done half a billion in sponsorship like that — up from zero.”
His optimism arrives amid sobering financials: filings at Companies House reveal LIV Golf Ltd (UK) lost $481.8 million in 2024, taking cumulative losses beyond $1.1 billion since 2021.
The Public Investment Fund, estimated at $925 billion, continues to absorb the burn rate as LIV expands its 54-hole, 13-event schedule and prepares to renegotiate expiring player deals for Koepka, DeChambeau, and Johnson.
The result is a league that’s attracting blue-chip sponsors while remaining dependent on deep-pocketed state backing.
