LIV Golf is making major moves behind the scenes, and it's not just about what's happening on the course. Two new independent board directors, who joined the league just last month, have already stepped into key leadership roles at four of LIV's U.K.-based holding companies. This shake-up signals a fresh strategic direction for the Saudi-backed tour as it navigates a pivotal year.
Eugene Davis, CEO of Pirinate Consulting Group, and Jon Zinman, founder of JZ Advisors, were appointed as directors on May 4 for LIV Golf LTD, LIV Golf Events LTD, LIV Golf ISE LTD, and Wedge IP Management Co, Limited, according to newly released U.K. filings. These entities offer a rare look into LIV's financial playbook—last October, records revealed a staggering $461.8 million in losses for the league's non-U.S. operations in 2024. Now, Davis and Zinman will be responsible for steering strategic planning, year-end financial recaps, and future forecasting for these companies.
The leadership transition also saw the departure of three former directors on the same day: Ross Hallett, LIV's EVP and head of events; Jake Jones, SVP of impact and sustainability; and Lousie Savage, the league's longtime general counsel. Hallett and Jones had only taken over their director roles in January, replacing former LIV CEO Greg Norman and former EVP of finance Tim Taylor. Savage, meanwhile, had been a director for three of the companies since February 2022 and for Wedge since March 2024.
Notably, Saudi PIF governor Yasir Al-Rumayyan—who stepped down as LIV's board chairman last month—never held an official position at any of these U.K. entities. But the PIF's shadow looms large. The 2024 LIV Golf LTD annual report flagged "material uncertainty" about the company's future, noting the PIF had yet to strike a deal with the PGA Tour. However, it also confirmed the PIF had "provided a letter of support" to ensure sufficient financial resources.
That support has since shifted. The PIF recently announced it will no longer fund LIV beyond the 2026 season, which wraps up in August. By the end of this year, the PIF's total spending on LIV operations is projected to exceed $6 billion. As the league gears up for its 2025 annual financial report, all eyes will be on how Davis and Zinman guide LIV through this critical transition—both on the fairways and in the boardroom.