Golf Business News – LIV Golf appoints experienced sports industry executive Chris Heck as president of commercial operations
Liv Golf has appointed Chris Heck, an experienced sports industry executive, to serve as the new position of President of Commercial Operations. Reporting to CEO Scott O’Neil, Heck will be responsible for performing business operations worldwide.
Former EPL, NBA and MLS presidents are known for their award-winning brand programs and record business performance, bringing more than 30 years of commercial success to the world’s first global golf league. It is worth noting that former President of the British Premier League Aston Villa Football Club, the National Basketball Association’s Philadelphia 76ers, and the New York Red Bull of Major League Baseball’s New York Red Bull showed record-breaking business growth, greatly increasing property valuations, enhancing property values, promoting global brand awareness, and developing award-winning fans and partners in his global sport.
“Chris Heck brings a business mindset that attracts, retains and develops the reliable ability of talented executives, and a record of consistently and reliably driving the exponential growth of the corporate growth he leads. These qualities and his approach will continue to bring us closer to the extraordinary vision of His Excellency Yasir al-Rumayyan,” Scott O’Neilil, Liv o’neilil, liv o’neilil, Liv liv ceo. “He is passionate about improving the brand, engaging with corporate partners, providing real fan and brand engagement and global reach, as well as driving force towards innovation, will ensure that we continue to carry a strong growth trajectory for our alliances and teams.”
“I am honored to join LIV Golf at this important moment in the league and support a global leader dedicated to expanding the competition into a new community in the world through the leadership of his Excellency Yasir al-Rumayyan,” Heck said. “Liv Golf represents a once-in-a-lifetime opportunity to redefine the global golf course with dynamic athletes, immersive activities, and a commitment to growth, accessibility and innovation.”
Driven by the belief that a strong brand identity is based on dedication, enthusiasm and authenticity with fans, Heck applied his famous brand expertise to the president of Aston Villa FC and owned by Aston Villa, Nassef Sawiris, Nassef Sawiris, Wes Edens and Atairos. During Aston Villa’s record-breaking two-year tenure, Heck’s commercial revenue has more than doubled, with the club’s valuation growing by nearly 20% in the past two years alone.
Prior to the EPL leadership role, Heck led the front desk of the Philadelphia 76ers as president of business operations, while the CRO has been in the past decade (2013-2022); during this period, NBA franchise jumped more than $2.5 billion in valuation, received numerous awards in the brand, marketing, culture and business categories, developed the NBA’s leading training complex and G League arena, and more. It is worth noting that Heck’s tenure as president was limited by more than 200 games by a historic family’s sold-out winning streak.
Heck’s contribution and record-breaking NBA led to his leadership in the prestigious team marketing and business operations department in the league office, where he provided advice to the NBA team on ticket sales and services, sponsorship development, and marketing; managing the NBA’s Canadian operations; and overseeing all operations and marketing for the senior men’s and women’s national teams in the U.S. basketball. As president of MLS New York Red Bulls, Heck played a key role in the program, marketing and successful commercial launches of Red Bull Arena, one of the league’s first soccer-specific stadiums. At the same time, it enhances the club’s brand development, partnership and business success and fan experience.
Heck, known for developing award-winning brand strategies, promotes deep engagement and passionate fanaticism, believes he drives the development of sports through philanthropic influences in his most meaningful career achievements. He has also held senior positions in the NFL’s Philadelphia Eagles, the NBA’s Miami Heat, Villanova Sports Products, and more. He holds a bachelor’s degree from Villanova University and serves as an adjunct professor at Columbia University.
Heck formally held the position on June 16, 2025; however, he will attend the Liv Golf Virginia at Maaden at the Robert Trent Jones Golf Club in Gainesville, Virginia from June 6 to 8. The event is currently planning to compete ahead of the 2025 U.S. Open at Oakmont Country Club on June 12-15. There are currently 14 Liv Golf Golf Players currently planning to compete.
Heck’s appointment comes as Liv Golf announced in January 2025, with NBA, NHL and NFL executive executive Scott O’Neil taking the role of CEO. Over the past five months, LIV Golf has established new broadcast partnerships with FOX, ITV, DAZN and KC Global Media – expanding its global footprint on linear and digital platforms to reach 874 million households in more than 120 major 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.
In terms of entertainment, LIV Golf will announce other outstanding performers for the rest of the 2025 season, built on a vibrant golf course with memorable live music.
Since the beginning of 2025, Liv Golf has partnered with more than 30 nonprofits around the world to provide access to golf, education and environmental programs to more than a thousand underrepresented youths and provides access through seven global events. In 14 tournaments across nine countries and four continents in the 2025 season, the league reports that more than 30% of attendees are participating in professional golf for the first time, highlighting Liv Golf’s mission to grow the game globally.
