Sports

Chair & CEO Sports Dinner 2025: Turning Headwinds into Opportunity

5 min read

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Odgers was delighted to welcome Scott O’Neil, CEO of LIV Golf, as guest speaker at our Chair and CEO Sports Dinner, held at Horizon 22. The evening brought together many of the UK’s most prominent sports and media leaders for a thought-provoking discussion on transformation, growth, and the importance of fostering relationships.

Scott’s career spans some of the most iconic names in sport, including the NBA, Madison Square Garden (New York Knicks and Rangers), and Harris Blitzer Sports & Entertainment (Philadelphia 76ers and New Jersey Devils). Now at the helm of LIV Golf, he brings a wealth of experience in navigating complex, high-profile organisations through change.

Scott opened by reflecting on the unique challenges of leading a startup - even one with significant backing. He emphasised the importance of entering new ventures with humility, curiosity, and a clear focus on identifying the “big rocks” - the priorities that matter most. For LIV Golf, this meant building a foundation that could support its long-term ambition to grow the game around the world.

Challenging the Status Quo With New Solutions

During the dinner conversation, Scott spoke about the opportunity - and responsibility - of bringing fresh perspective to some of the league’s standing challenges. He highlighted how reestablishing the league’s relationship with the sport’s global ranking system is one example of where new thinking can drive greater access, fairness, and global growth.

He also touched on the journey of building recognition and partnerships in an industry shaped by legacy institutions.

The headwinds are either terrifying or so exhilarating you can’t sleep - and that’s exactly where I find myself today.

Scott O'Neil CEO, LIV Golf

Rather than viewing these obstacles as roadblocks, Scott emphasised the power of challenging convention, engaging stakeholders, and creating space for bold ideas. The conversation underscored a simple truth: meaningful progress requires collaboration, new energy, and the courage to reimagine what’s possible.

Reimagining Talent Strategy

The discussion touched on LIV Golf’s approach to building its roster - in the context of golf, talent is essential. Scott explained the strategy of signing both prime, established star players and an infusion of promising young talent.

This balanced approach aims to lower the average age of players and elevate the overall strength of field, with a focus on players in the rise of their trajectory.

Modern Leadership in Action

The approach to leadership has evolved significantly, with a focus on fostering a supportive and collaborative environment. Unlike traditional top-down methods, effective sports leadership today is built from the ground up, where leaders guide and support their teams, promoting accountability, engagement, and a shared sense of purpose.

Leaders are expected to help outline the mission and vision, provide feedback, and act as thought partners, ensuring their teams are aligned and motivated. The rising generation brings fresh perspectives, valuing transparency, inclusivity, and adaptability.

Despite the challenges facing the industry, the emerging generation of leaders brings a distinct advantage: their openness, empathy, and lack of entrenched bias.

When supported with the right guidance and equipped with the tools of effective leadership, they have the potential to drive meaningful innovation and long-term organisational success. By investing in their development, organisations can cultivate cultures of accountability, inclusion, and high performance - laying the foundation for a more dynamic and forward-looking future across the world of sport and beyond.

Looking Ahead

Scott concluded by outlining a forward-thinking vision for the future of the sport. A significant percentage of the live audiences at LIV events are both new to golf, female, and younger in profile. This reflects a broader commitment to building a truly global and inclusive model - one that not only elevates the game but also broadens its appeal to a more diverse and engaged audience.

There was also a strong emphasis on growing the game in underrepresented regions. By investing in markets where golf has traditionally had limited reach - and doing so with a focus on ethical, sustainable practices - there is a clear opportunity to drive long-term growth and create meaningful impact.

The 2025 Annual Chair & CEO Sports Dinner provided invaluable insights into the challenges and opportunities within the sports industry. The Odgers team would like to extend sincere thanks to Scott for his address and engagement in the discussion.

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