“I think it’s evolved into a visionary businessman,” Greg Norman said about his shifting identity when Jimmy Roberts asked whether he sees himself more as a golfer or a businessman. And Norman has a vision.

Appearing on the January 14 edition of The Big Swing With Jimmy Roberts. Norman said the league was built around the idea of free agency, something he believes golf avoided for decades.

“How does the individual monetize their IP in such a fashion that we can create generational wealth?” he asked. It was, pointing to a question he said had existed long before LIV launched.

Norman said he kept a low profile during LIV’s early criticism. “You got to let the dust settle,” he said, adding that his comments were often misunderstood. “Now you start seeing it. People go, ‘Okay, that’s what he said. He might have been ahead of his time.’”

"I’m not the smartest guy on the block. I’m just the one who thinks that I see an opportunity and I go after it," Norman told Roberts.

That opportunity, he said, was team golf. Norman called it “virgin space” in the sport, noting that the Ryder Cup and Presidents Cup had already proven the concept. “Why couldn’t it work with individual teams?” he asked.

Execution, Norman stressed, had to be “methodical” and show “continued growth.” He said that growth became clear when his employment agreement with LIV came up for review. According to Norman, team values rose significantly over 18 months.

For Norman, those gains validated LIV’s model, not as a disruption, but as a shift toward ownership and long-term player value.

However, Greg Norman Sees Himself as an Anti-Hero

Greg Norman today calls himself golf's "antihero," a term he first coined when he stepped down as CEO of LIV Golf in early 2025. After many years of disputes and harsh criticisms against the Saudi-backed league. Norman admitted that joining LIV brought controversy and "some closed doors," but he explained that he made the move because he thought players should have more say and chances.

In an Instagram post, he wrote, “Being the antihero was never the easy road. But it was the right one.” Norman argued that LIV forced golf's establishment to adapt. He sees the resulting rise in player leverage and PGA Tour prize money as a positive outcome

Despite the negative reactions, Norman remains proud of his impact. He believes history will judge LIV's influence more favorably than current critics do.

Written by

Dolly Bhamrick

Edited by

Sagnik Bagchi