LIV Golf announced Monday that it has hired Mark King as senior advisor to the league.
In his role, King will provide expertise in evolving organizations and help the league work with BC Partners as it transitions toward LIV 2.0.
“Mark is a proven leader with an extraordinary track record of transforming businesses, building iconic brands, and creating community,” LIV Golf CEO Scott O’Neil said in a release. “His deep understanding and relationships in and around the professional golf industry, combined with his expertise in driving innovation and building high-performing organizations, makes him a valuable addition as an advisor to our team at this pivotal moment. Mark's perspective and guidance will further enhance our leadership team as we
build a sustainable, player-focused global tour.”
King is expected to recruit, build and serve as chairman of LIV Golf’s Advisory Board for the next era of the league. Reports surfaced Sunday that LIV Golf had secured tentative commitments from roughly 15 players and was on track to have enough interest for BC Partners to provide the $300 million investment for 2027.
King previously served as President and CEO of TaylorMade and President of Adidas North America. He led TaylorMade to go from $300 million to more than $1.85 billion in sales during his tenure. At Adidas, the company doubled its market share in under three years, tripled sales over four years, doubled headcount and maintained strong employee retention. He currently serves as Executive Chairman and Interim CEO of Jack in the Box.
Back in 2022, reports surfaced that Greg Norman was about to be ousted from the CEO role and that King was targeted to be his replacement. The move never materialized.
“Having spent much of my career in golf, I believe there is a tremendous opportunity for LIV Golf to establish itself as a competitive and enduring force in the game,” King said in a release. “Competition drives innovation, creates opportunities, and ultimately makes the entire ecosystem stronger. The team at LIV Golf has already demonstrated its ability to attract world-class talent, break attendance records on multiple continents, engage fans across five continents, and deliver a differentiated experience. With a renewed business model that puts players at the center, I see significant potential for the League to build on that foundation, and create lasting value for players, fans, and partners alike. I look forward to working with Scott and the team at LIV Golf.”
Ted Goldthorpe, partner and head of BC Partners, said King's appointment is an important step forward as LIV continues to build toward a 2027 season. He also said he remains confident in progress being made, though nothing official has been announced since the latest deadline of Oct. 25 for player commitments was announced.
Cameron Jourdan is an assistant editor of Golfweek, covering college and amateur golf, the PGA Tour and plenty more. Follow Cameron on X/Twitter (@Cam_Jourdan) or Instagram (@GolfweekJourdan).
This article originally appeared on Golfweek: LIV Golf tabs former TaylorMade CEO as senior advisor to league
