AUSTRALIAN golf legend Greg Norman retired from the sport as an active player 15 years ago, but he has remained active in the business world.

The man who won two Majors and spent 331 weeks as the world’s top-ranked player in the 1980s and 1990s is currently the chairman and chief executive of the Greg Norman Company, whose portfolio includes companies in sectors such as apparel, interior design, real estate, wine production and private equity.

In 2021, the 69-year-old became CEO of LIV Golf Investments, a startup company financed by Saudi Arabia’s sovereign wealth fund. A year later, the LIV Golf Invitational Series of golf tournaments began.

Last Sunday (May 5), American Brooks Koepka was crowned LIV Golf Singapore champion at the end of the three-day competition held at Sentosa Golf Club’s Serapong Course. This was the second time Singapore has hosted a LIV Golf event.

In an interview with BT Weekend, Norman spoke about why he remains upbeat about the future of golf in Singapore and the rest of Asia, and what LIV Golf is doing to promote the sport in this part of the world.

How important is Asia to LIV Golf, especially with China, South Korea and Japan making an impact?

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My early years as a professional golfer were spent in the Asian Tours, so for me, it’s a deeply important market for us to engage with and grow LIV Golf’s presence throughout Asia. We know how popular the sport is in these nations, and there is a strong appetite to see world-class golf in a competitive atmosphere.

It’s a market that has yearned for top-class golf for some time, and we’ve been able to build on our success in the region and expand further. We’re excited to play a big role in bringing major tournaments back to Asia.

This year, we added a Hong Kong stop, which garnered great enthusiasm from fans across the Greater Bay Area. Additionally, our return to Singapore followed a successful debut in 2023.

What do you remember of playing in Asia?

I have many fond memories of playing on historic courses across Asia. I was successful at iconic courses in Hong Kong and Japan, with a few memorable moments at Sentosa too.

I’ve always been a proud follower and supporter of the game in Asia. It was my early experiences at different events across the continent that really drove my passion to bring LIV Golf here, ultimately making this a truly global league.

That’s where the sport is going. You see the success of Formula 1 as they go around the globe with their now world-famous stars and how the sport resonates with diehard racing fans and a new generation. We live in a very global world now, and world-class golf needs to continue to grow outside the US.

The Asian Tour saw steady growth until the Covid-19 pandemic struck. It’s now bouncing back with LIV Golf’s support. What will it take to make the Tour a force once again?

Even before the pandemic, we knew that the Asian Tour held tremendous growth potential. That’s why we’ve made such a sizeable investment. LIV Golf’s International Series is being held in some of Asia’s most iconic locations like Macau, Jakarta and Hong Kong, each with its own unique history and culture.

Having the Order of Merit winner for the International Series join LIV each year will certainly shine a spotlight on the Asian Tour in a new way. We are strong advocates for the Asian Tour, and this brings a unique competition landscape featuring up-and-coming stars.

I was once that young player who competed in Asian Tour events and that’s where the strength lies – providing young talents with a pathway into the international game.

How can golf help build critical skills and relationships?

Golf is a sport that connects people and builds relationships. You’d be surprised how well you can get to know someone just by spending a few hours on the course hitting a ball around. It’s a lifelong sport and one that is often at the centre of business, so I consider it to be an equally important skill to add to your capabilities within the boardroom.

Professional golf in Singapore has seen some setbacks of late, including a lack of sponsors and the closure of numerous courses due to urban development. What’s your take on how we can revitalise the local golf scene?

Hopefully, with events like LIV Golf Singapore, we can continue to build momentum and provide pathways into the sport – not only from a player perspective, but also from a professional and commercial perspective.

The response to last year’s event was incredible with such a positive turnout from fans and the opportunity for many of our field to play in Singapore for the first time. It’s a testament to the calibre of the course and infrastructure that the city is able to host a massive sporting event that we get to showcase on the world stage.