Liberty Media CEO Chang, LIV CEO O'Neil Join Sportico Sports Business

June 30, 2026 - 01:59

Scott O'Neil and Derek Chang, the chief executives of LIV Golf and Liberty Media respectively, shared their outlook on the sports investment landscape during a recent Sportico event. Both leaders emphasized the expanding opportunities for investors, pointing to teams with rapidly rising valuations and a growing international footprint.

O'Neil, who took the helm at the Saudi-backed golf league, noted that the traditional boundaries of sports ownership are blurring. He argued that leagues and franchises are no longer just local or national assets but are becoming global entertainment brands. Chang echoed this sentiment, highlighting how Liberty Media's portfolio, which includes Formula One and the Atlanta Braves, demonstrates the power of global distribution and media rights. He stressed that the most valuable sports properties today are those that can attract audiences across multiple continents, not just in their home markets.

The conversation also touched on the influx of institutional capital into sports. Both executives agreed that as valuations climb, the need for sophisticated, long-term management becomes more critical. They suggested that investors who focus on building a global fanbase and securing diverse revenue streams will see the strongest returns. The discussion underscored a shift in the industry: sports teams are now viewed as premium alternative assets, competing directly with real estate and private equity for investor dollars.