Scott O’Neil, CEO of LIV Golf, has personally visited two key locations in Mexico: Los Cabos and Mexico City. His observations lead him to believe in the significant business opportunities these places offer for golf and beyond, though he acknowledges there is still progress to be made.
LIV Golf’s Presence in Mexico and Future Plans
LIV Golf first arrived in Mexico in 2023, hosting its inaugural tournament in Mayakoba. The league is set to return to Chapultepec in 2027. O’Neil shared his insights with El Economista at the Chapultepec Golf Club, where Jon Rahm and his Legion XIII team recently secured a victory.
Mexico: An Emerging Golf Market?
When asked if he considers Mexico an emerging market for golf, O’Neil responded, “It’s an interesting question. I don’t want to overthink how to answer it, I’ll just say that Mexico City is the most underestimated city in the world. I’ve spent time in two cities: CDMX and Los Cabos. They are very different. In CDMX, I find a very strong and united business community. Also, first-class golf courses and extraordinary hospitality. It’s a great city. I prefer not to talk about all the places I go, only those I have visited. As for ’emerging market’ for golf, without a doubt, like most places outside the United States. You have all the elements and opportunities: the right climate, golf courses, many people and, therefore, purchasing power. It is an emerging market for golf.”
O’Neil’s Background and Vision for LIV Golf
Scott O’Neil took over as CEO of LIV Golf in January 2025, succeeding Greg Norman. His extensive executive experience includes leadership roles with franchises such as the Philadelphia 76ers, Eagles, New Jersey Devils, and New York Rangers.
Mexico’s Benchmark in LIV Markets
Regarding Mexico’s standing among other LIV markets in terms of revenue growth, O’Neil stated, “We have different levels of events. Australia, South Africa, the United Kingdom, Indianapolis, which are large-scale, gigantic events. Mexico is at the second level, it is very successful, it continues to grow, it is a place where we would like to play for a long time, it has the right partnerships, relationships and a growing business.”
Areas for Growth in Mexican Golf Market
O’Neil believes that the sponsorship market in Mexico still has considerable room for development. He noted, “The sponsorship market still has a long way to go. From our experience, we have been here for four years, two of them in Mexico City, I have seen fans having fun. The hospitality zone has been sold out for the two years we have been here.”
Source: https://es-us.noticias.yahoo.com/scott-oneil-m%C3%A9xico-mercado-emergente-034515595.html
