LIV Golf makes strategic play with Chris Heck appointment
LIV Golf has made a powerful statement by appointing Chris Heck as President of Business Operations. This newly created role places Heck at the heart of the league’s commercial growth strategy. Reporting to CEO Scott O’Neil, he will oversee global business operations. The move brings one of the most respected figures in sport into golf’s newest and boldest league. Heck’s appointment signals confidence in LIV Golf’s expanding presence in international markets. It underlines the tour’s commitment to building a serious and sustainable future.
Chris Heck is a veteran of elite global sports, with more than three decades of experience. His past roles span the NBA, MLS, and English Premier League. From revenue growth to brand building, he has delivered results at every level. LIV Golf is betting big on his ability to do the same in golf. This is not a hire for headlines. It’s a calculated move to bring world-class execution to the business side of the sport.
Heck joins at a pivotal moment for LIV Golf, which has made big moves since its 2022 launch. The league is gaining traction with fans and partners worldwide. His role is designed to professionalise and scale that growth. He has a proven history of transforming organisations and reshaping audience perceptions. For LIV, his arrival is both symbolic and practical. It tells the industry that LIV is not just here — it is here to lead.
A proven leader with global credentials
Chris Heck’s track record in sport is second to none. He led Aston Villa as President, where he more than doubled commercial revenue in just two years. That surge helped increase the club’s valuation by nearly 20 percent. Before that, he served nearly a decade as President of Business Operations at the Philadelphia 76ers. During that time, the NBA franchise saw a $2.5 billion jump in valuation. Heck also delivered a sell-out home game streak of more than 200 consecutive matches.
He worked with the NBA’s league office, overseeing major initiatives in marketing and sponsorship. His roles there included managing USA Basketball’s business operations. Heck has also worked in senior roles for the New York Red Bulls, Miami Heat, and the Philadelphia Eagles. Every organisation he has touched has experienced transformation. His style is aggressive, hands-on, and relentlessly focused on growth. LIV Golf will benefit from that same energy and expertise.
Heck is widely regarded as a visionary when it comes to fan engagement. He understands how to build lasting emotional connections between sport and its audience. That mindset will be vital as LIV continues to push golf into new markets. His influence is expected to stretch across all touchpoints, from partnerships to on-site experiences. At every stop in his career, Heck has built momentum quickly. Now, LIV is giving him the reins to do the same on a global stage.
The appointment was met with praise from CEO Scott O’Neil, who only joined LIV earlier this year. “Chris Heck brings a commercial mindset and a proven record of exponential growth,” he said in the official release. “His approach will continue to move us closer to the extraordinary vision of His Excellency Yasir Al-Rumayyan.” O’Neil also pointed to Heck’s ability to build teams, attract talent, and deliver global impact. The pair share an aligned outlook on innovation and growth. Together, they will form a leadership team unlike any in golf.
Chris Heck himself expressed clear excitement about his new challenge. “I am deeply honoured to join LIV Golf during this important moment for the league,” he said. He described the role as a “once-in-a-lifetime opportunity” to reshape the global golf landscape. Heck also praised LIV’s leadership and commitment to expanding the game worldwide. He cited growth, accessibility, and innovation as key pillars of the league’s approach. As we have seen from his previous roles, for Heck, this is more than a job, it’s a mission.
The language in these statements suggests a strong personal and strategic fit. Both O’Neil and Heck bring decades of elite sports leadership to the table. They understand the scale of LIV Golf’s ambitions. The quotes indicate that internal alignment at the top is strong. That bodes well for execution across business and fan initiatives. LIV’s next phase will be built on this partnership.
LIV Golf continues to reshape golf globally
Since its debut in 2022, LIV Golf has disrupted the traditional model of professional golf. The league runs 14 events annually across nine countries and four continents. Its team-based format features 13 squads made up of many of the world’s best players. Each tournament blends elite sport with a vibrant festival atmosphere. From day one, LIV positioned itself as global, modern, and fan-first. That identity continues to evolve.
Unlike legacy tours, LIV Golf puts entertainment at the centre of the experience. Crowds can expect live music, big-brand activations, and accessible ticketing. This isn’t just a golf tournament, it’s a cultural moment. The approach has resonated with new audiences, especially younger fans. LIV events are often a person’s first exposure to professional golf. That’s exactly the impact the league aims to have.
Chris Heck will build on that foundation by driving further reach and engagement. His experience creating cross-platform entertainment for NBA and MLS audiences is highly relevant. LIV’s mission to grow the game pairs perfectly with his fan-first mentality. Expect more innovative event formats and brand experiences under his leadership. With this appointment, LIV is reaffirming its belief in entertainment as a growth engine. And Heck is the right person to deliver it.
Merger talks with PGA Tour remain uncertain
While LIV Golf continues to grow, its proposed merger with the PGA Tour remains unresolved. Talks have stalled amid regulatory scrutiny and industry tension. There is no confirmed timeline for resolution. Meanwhile, LIV is building independently and confidently. Its latest hire proves that merger or not, the league has a standalone future. Heck’s appointment shows strength, not reliance.
The delay in merger talks has done little to slow LIV’s momentum. New events, partnerships, and player announcements continue to roll out. The focus remains on delivering value for fans and sponsors. Golf insiders acknowledge that LIV is creating its own legacy regardless of PGA relations. It is carving a niche that traditional formats cannot match. And that niche is growing in global appeal.
From a strategic view, Heck’s presence adds muscle to LIV’s independent path. He brings authority, scale, and credibility to a young league. The uncertainty around the PGA merger may remain. But LIV’s commitment to progress is clear. The message is simple: LIV Golf can thrive on its own terms. With leadership like this, few would bet against it.
LIV’s broadcast and commercial power is surging
In recent months, LIV Golf has expanded its broadcast reach to more than 874 million households. Deals with FOX, ITV, DAZN, and KC Global Media are boosting viewership. That global coverage cements LIV as a truly international sports property. The league now has visibility in more than 120 markets. Its digital presence is growing fast too, especially among younger viewers. This is not just a trend , it’s a full-scale media strategy.
On the commercial side, LIV has added elite partners like Salesforce, Porsche, TikTok, Callaway, and Reebok. These partnerships reflect confidence in LIV’s platform and audience. Brand alignment with global powerhouses boosts legitimacy. It also opens doors to deeper fan engagement through tech, fashion, and lifestyle activations. Expect this side of the business to flourish under Heck’s guidance. He has a long history of delivering record-setting results with global sponsors.
Heck’s appointment means more strategic deals and integrated brand experiences are coming. He knows how to build long-term value from media assets. With broadcast and commercial channels in place, he has the tools to scale the business further. LIV’s infrastructure is now robust enough for serious growth. That’s the platform Heck steps into. His challenge will be turning potential into dominance.
A fusion of sport and spectacle
LIV Golf has always looked beyond fairways and greens. Its unique format includes world-class entertainment alongside world-class golf. Acts like Dom Dolla, Kygo, and Good Charlotte have already lit up LIV events. More major music announcements are expected this season. It’s all part of LIV’s festival-style philosophy. Golf is the headline — but music is the heartbeat.
This combination sets LIV apart from traditional tours. It draws in crowds who might never watch golf otherwise. That inclusivity is by design. LIV is not trying to compete with tradition, it’s creating something new. Chris Heck will now help refine and expand this strategy. His sports marketing background gives him the edge to blend entertainment with elite performance.
The plan is working. Attendance is up. First-time spectators are becoming fans. Sponsors are leaning in. The product is maturing. And with Heck’s guidance, it’s set to become even more powerful.
A commitment to purpose and inclusion
LIV Golf’s mission goes beyond commercial success. In 2025 alone, the league has supported over 30 not-for-profit organisations. These efforts span education, golf access, and environmental projects. More than 1,000 underrepresented youth have benefited across seven global events. It’s a reminder that LIV is also investing in people. Growth is not just measured in profit.
Chris Heck has always championed sport’s ability to do good. His work with community-focused initiatives at Aston Villa and the 76ers reflects that. He sees fan connection as essential to long-term brand success. With him onboard, expect LIV’s social impact strategy to grow. The league is already giving back. Now it will do so with more structure and vision.
Purpose-driven leadership matters in today’s sport landscape. Fans expect it. Brands demand it. Heck knows how to build it. This next phase of LIV will be about deepening roots, not just expanding reach. The results could change golf forever.
The GolfTimes verdict
Chris Heck’s arrival marks a new chapter in LIV Golf’s evolution. It’s a hire that reflects ambition, credibility, and long-term vision. LIV has disrupted the sport, now it’s ready to dominate the business of golf. Heck’s leadership will accelerate that shift. He brings commercial excellence and fan insight to a league already redefining the sport. This is a strong step forward.
We believe this is not just a good hire, it’s a great one. Heck understands the power of sport as both business and culture. He’ll elevate LIV’s brand in ways the traditional golf world hasn’t seen before. This appointment proves LIV’s momentum is very real. And it’s only just getting started.
PIC CRED: Supplied by LIV GOLF, credited to Aston Villa FC
