MIAMI (AFP) — Australian Greg Norman has been replaced as chief executive of LIV Golf, the Saudi-backed league announced on Wednesday.

LIV announced that experienced sports executive Scott O’Neil was taking over from former British Open winner Norman in the role.

“O’Neil will drive the strategic vision, business operations, and global growth for the league, its 13 teams and roster of world-class golfers, and its efforts to drive positive impact,” LIV Golf said in a statement.

“Greg Norman, who has been instrumental to the launch of LIV Golf as its first CEO and Commissioner, will hand off day-to-day management, but will remain involved with LIV Golf,” the league added.

Norman, 69, has been a polarizing figure in the rift between the established PGA Tour and the start-up LIV Golf which is owned by the Saudi Public Investment Fund.

Leading PGA Tour player Rory McIlroy had said in 2022 that Norman “needs to go” if there was to be a reunification of the sport.

A controversial framework merger agreement was announced in June 2023 by US PGA Tour Commissioner Jay Monahan but despite an easing of tensions between the warring factions no deal has been finalized with the PIF headed by Yasir Al-Rumayyan.

O’Neil, 54, has been working as CEO of Merlin Entertainments and previously was CEO for Harris Blitzer Sports & Entertainment.

“On behalf of the Board of Directors, we welcome Scott to the LIV Golf family, knowing he will capitalize on everything that has been accomplished over the past three years,” LIV Golf Board chairman Al-Rumayyan said.

“Scott has the passion, the tenacity, and the vision to continue leveraging LIV Golf’s position as a pre-eminent, global sports and entertainment company and to lead our amazing teams and players for years to come.”

Al-Rumayyan, who is also chairman of Premier League football club Newcastle United, praised Norman for his contribution to the league.

“When we launched LIV Golf, there was no one that made more sense to lead the organization other than Greg Norman. I thank him for everything he has done to establish, launch and grow our league. He has been instrumental to LIV’s success,” he said.

Talks between LIV and the PGA Tour blew past a deadline of last December and have continued with little progress since then, leaving men’s elite golf struggling to plan a future with top talent divided between the PGA Tour and LIV circuit.