LIV Golf, the golf tour backed by Saudi Arabia’s Public Investment Fund (PIF), is on the hunt for a new chief marketing officer (CMO) after Adam Harter announced he is stepping down.
He spent just over a year in the role, having joined the series in May 2024.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
During his two seasons as CMO, Harter oversaw all marketing activities, including the development of the league and team brands, growing the size and engagement of the LIV fan base globally, delivering marketing initiatives for LIV Golf and The International Series, and securing partnerships.
He confirmed his departure on LinkedIn, saying: “After an incredible journey over the past two seasons, I’ve decided to step down as chief marketing officer of LIV Golf.
This experience has been nothing short of extraordinary. I’m grateful to have worked with some of the most passionate and creative people in sports, and proud of what we accomplished together—from breakthrough campaigns to creating unforgettable moments around the world on and off the course.
“While I’m excited to soon take on a new challenge and bring the same energy to building another brand, what won’t change is my admiration for the talent, courage, and vision of the LIV Golf team. I leave with immense gratitude, countless friendships, and excitement for both LIV Golf’s future and my next new adventure.”
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataThe marketing executive previously spent over 22 years at PepsiCo, where he worked across brand management, innovation, consumer promotions, strategy, media, and entertainment.
In June, LIV formally unveiled Chris Heck, an experienced sports industry executive, as its president of business operations. Earlier in the year, the series appointed Scott O'Neill as chief executive.
In terms of recent commercial deals, LIV has bolstered its portfolio with the addition of Fever, Roshn, HSBC, and Salesforce as partners.
LIV Golf concluded its 2025 season last month and will begin the 2026 campaign in Riyadh from February 5 to 7.
