LIV Golf Appoints Chris Heck as President of Business Operations

LIV Golf has announced the appointment of Chris Heck as its new President of Business Operations, marking a pivotal move as the Saudi-owned golf tour looks to sharpen its global brand, boost revenues and deepen fan engagement. Heck brings a wealth of experience to the role, having served in various capacities, including President of Business Operations at Aston Villa and President of the Philadelphia 76ers, where he played a key role in transforming the franchise’s commercial performance.

The hire reflects LIV Golf’s continued shift toward building out its long-term infrastructure following a disruptive debut phase. Having made headlines through high-profile player signings and a radically different format, the focus is now turning to business fundamentals, media rights, sponsorship growth, venue strategy and fan-facing innovation. Heck will be tasked with scaling LIV’s commercial model and anchoring it as a sustainable, globally recognised brand.

Known in the sports business world for his aggressive marketing and innovative approach to fan experiences, Heck’s resume includes successful rebrands and the introduction of experiential platforms that generated record-setting ticket and merchandise sales. At the 76ers, he helped push the franchise into the NBA’s top tier commercially by building a strong regional identity while appealing to international markets.

For LIV Golf, his appointment signals an intent to elevate the league’s event-day product, expand global partnerships and unlock new revenue opportunities. With the league already backed by Saudi Arabia’s Public Investment Fund, the challenge ahead is not capital but conversion: turning interest and investment into long-term value.

Heck’s remit is likely to include oversight of LIV’s newly signed partnerships with Salesforce and its growing global media footprint. There is also scope for innovation across hospitality, merchandising, ticketing and content, areas where Heck’s background in U.S. sports will bring an experiential lens to a product that’s still finding its voice among global golf audiences.

His arrival comes at a critical moment for LIV, as negotiations over its long-term future, including potential alignment with the PGA Tour and DP World Tour, continue in the background. In that context, Heck’s ability to professionalise operations and build a commercially viable tour from the inside out may prove just as crucial as any merger.