LIV Golf has appointed veteran sports industry executive Chris Heck to the newly created role of president of Business Operations.
Reporting to CEO Scott O’Neil, Heck will be responsible for business operations execution on a global scale.
Heck assumes the role officially on June 16. Heck’s appointment follows LIV Golf’s January announcement that Scott O’Neil would assume the role of CEO.
Renowned for his award-winning brand initiatives and record-setting commercial results, the former EPL, NBA, and MLS president brings more than 30 years of proven commercial success to the world’s first global golf league. Notably, the former president of the English Premier League’s Aston Villa FC, the National Basketball League’s Philadelphia 76ers, and Major League Soccer’s New York Red Bulls holds the distinction of delivering record-breaking business growth, vastly increasing property valuations, driving global brand awareness, and developing award-winning fan and partnership endeavors during his tenure at each global sports property.
“Chris Heck brings a commercial mindset, the proven ability to attract, retain and develop talented executives, and a consistent and proven track record of driving exponential growth to the businesses he leads…” said O’Neil. “Chris’ passion to elevate brands, engage corporate partners, deliver authentic fan and brand engagement with global impact, and a drive towards innovation will ensure we continue on a strong growth trajectory for our league and teams.”
Heck said: “LIV Golf represents a once-in-a lifetime opportunity to redefine the global golf landscape with dynamic athletes, immersive events, and a commitment to growth, accessibility, and innovation.”
During a record-setting two-year tenure at Aston Villa, Heck more than doubled commercial revenue, contributing to a significant surge in the club’s valuation by nearly 20% in the past two years alone.
Prior to his leadership role within the EPL, Heck led the Philadelphia 76ers front office as president of Business Operations and CRO for nearly a decade (2013-2022); during which time the NBA franchise leapt in valuation by more than $2.5 billion, won countless awards in brand, marketing, culture, and commercial categories, developed an NBA-leading Training Complex and G-League arena, and more. Notably, Heck’s tenure was capped by a historic home game sell-out streak extending more than 200 games. Heck’s contributions and record-setting results in the NBA extend to his leadership within the league office’s renowned team marketing and business operations division, where he advised NBA teams on ticket sales and service, sponsorship development, and marketing; managed the NBA’s Canadian business; and oversaw all business and marketing for USA Basketball’s senior men’s and women’s national teams. As president of the MLS’ New York Red Bulls, Heck played a pivotal role in the planning, marketing, and successful commercial launch of one of the league’s first soccer-specific stadiums – Red Bull Arena.
Heck has additionally held senior positions with the NFL’s Philadelphia Eagles, NBA’s Miami Heat, Villanova Sports Properties, and others.
Over the past five months, LIV Golf has unveiled new broadcast partnerships with FOX, ITV, DAZN, and KC Global Media – expanding its global footprint across linear and digital platforms to reach 874 million households in more than 120 key international markets. In addition to this week’s partnership announcement with Salesforce, LIV Golf continues to welcome new league, team, and event brand partners, including Porsche, TikTok, Reebok, Callaway, PING, Aramco, Riyadh Air, Coupang Play, Treasury Wine Estates, Maaden, Castore, Greyson Clothiers, Asprey, AG1, Bahri, Caliente, Maestro Dobel, and more.
On the entertainment front, LIV Golf is set to announce additional standout performers for the remainder of the 2025 season, building on a vibrant lineup that has already included Dom Dolla, G-Dragon, Peggy Gou, Kygo, Backstreet Boys, Fisher, Good Charlotte, Sublime, Dylan Gossett, Vance Joy, and others—continuing to elevate the league’s signature festival-style atmosphere by blending world-class golf with unforgettable live music.
Since the start of 2025, LIV Golf has partnered with over 30 not-for-profit organizations worldwide, providing access to golf, education, and environmental programs for more than a thousand underrepresented youth through seven global events. And for the 2025 season, which features 14 tournaments across nine countries and four continents, the league reports that over 30% of attendees are experiencing a professional golf event for the first time, underscoring LIV Golf’s mission to grow the game globally.
