Former Aston Villa President Joins Saudi Circuit as New Business Operations Chief

LIV Golf just made a statement hire that signals serious ambitions beyond the fairways. The Saudi-backed circuit announced Thursday that Chris Heck, the former president of Premier League powerhouse Aston Villa FC, will join as their new president of business operations in a newly created role.

This isn’t just any sports executive – Heck has built a reputation as a revenue-generating machine throughout his career. During his time at Aston Villa, he more than doubled commercial revenue and increased the club’s valuation by nearly 20 percent in just two years. His track record speaks to exactly what LIV Golf needs as it battles for legitimacy and market share against the PGA Tour.

Proven Track Record of Growth

Before transforming Aston Villa’s business operations, Heck spent a decade with the NBA’s Philadelphia 76ers, where his impact was equally impressive. Under his leadership, the franchise value skyrocketed by more than $2.5 billion, and the team maintained a home-game sellout streak lasting over 200 games.

He also held leadership roles with Major League Soccer’s New York Red Bulls, consistently demonstrating an ability to drive exponential growth across different sports properties.

“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 LIV Golf CEO Scott O’Neil.

Strategic Timing

The hire comes at a crucial time for LIV Golf as the league continues expanding its global footprint and commercial partnerships. Over recent months, LIV has secured new broadcast deals with FOX, ITV, DAZN, and KC Global Media, while adding major corporate partners including Porsche, TikTok, Reebok, Callaway and Ping.

Heck will be responsible for executing LIV Golf’s business operations on a global scale, suggesting the league is preparing for significant expansion beyond its current 14-event schedule.

Building for the Future

O’Neil emphasized Heck’s passion for elevating brands and delivering “authentic fan and brand engagement with global impact” as key factors in the hire. This focus on innovation and growth trajectory indicates LIV Golf isn’t content with its current position as golf’s disruptive alternative – they’re aiming to become a dominant force in professional sports entertainment.

With Heck’s proven ability to transform sports properties into commercial juggernauts, LIV Golf’s latest hire suggests they’re playing the long game in their ongoing battle with traditional golf’s establishment. The question now is whether his magic touch can work in the unique landscape of professional golf.