Greg Norman Sees Adelaide Triumph as Blueprint for LIV Golf’s Global Expansion
Greg Norman, who is 69 years old, is the mastermind behind LIV Golf’s tremendous success. He has combined entertainment, star power, and cultural understanding. He is confident that its winning formula can be replicated worldwide to tap into pent-up demand.
Entering its second full season with 14 tournaments on the calendar, LIV Golf, backed by Saudi investment, has emerged as a formidable challenger to the PGA Tour. Featuring a unique 54-hole format complemented by pulsating music, the tour has attracted a host of top-tier talent, signalling its growing influence.
The tour’s early success is perhaps best exemplified in Norman’s native Australia, where the Adelaide event drew enthusiastic crowds last year, prompting an expansion of capacity for this year’s edition.
“This event here sets the bar for LIV,” remarked Norman. “Other events across the globe can take inspiration from what we’ve achieved here in Adelaide. It’s proof that success is attainable.”
South Australia’s state premier, Peter Malinauskas, took a calculated risk by hosting the tournament amid concerns about Saudi Arabia’s human rights record. However, the gamble paid dividends, with Adelaide earning the distinction of being named the world’s best golf event in 2023 by the World Golf Awards.
“We took a calculated risk, believing that Australian golf fans were craving top-tier professional golf, and they responded overwhelmingly,” Malinauskas noted. “This year’s event promises to be even bigger, with expanded facilities to accommodate the increased interest.”
Norman envisions replicating the winning formula from Adelaide across different markets, particularly in regions starved of elite golfing action like Australia.
“While every market is unique, the core ingredients of entertainment, golf, and culture remain constant,” he explained. “By incorporating these elements into every LIV event worldwide, we can create an unforgettable experience for fans.”
Australian golfer Marc Leishman sees vast opportunities for LIV Golf to expand its footprint globally, with each of the 13 LIV teams potentially hosting their own “home” tournament.
“There are untapped markets around the world, much like Adelaide was,” Leishman pointed out. “Chile, South Africa, Asia, India – the possibilities are endless. It’s about bringing quality golf to fans who haven’t experienced it in a while.”
Fellow Australian Cameron Smith echoed Leishman’s sentiments, expressing eagerness to showcase LIV Golf’s brand of entertainment to new audiences worldwide.
“I’m all in for expanding our international schedule and introducing quality golf to fans who haven’t had the chance to witness it,” Smith affirmed.
Despite ongoing uncertainty surrounding the global golf calendar and discussions about a potential merger agreement involving the PGA Tour, DP World Tour, and Saudi Arabian Public Investment Fund (PIF), Norman remains focused on LIV Golf’s growth trajectory.
“While talks continue regarding potential partnerships, our priority remains nurturing our players and charting the course for LIV’s future,” Norman emphasized. “We are committed to delivering an unparalleled experience for players and fans alike.”