LIV Golf has gone through a fair share of change in its executive ranks recently. And now it seems the league’s next change will be at the top, with LIV reportedly searching for a new CEO to replace Greg Norman.

Per a report by Josh Carpenter in Sports Business Journal, LIV Golf’s financial backers, the Saudi Arabian Public Investment Fund (PIF), have hired London-based search firm Odgers Berndtson to fill Norman’s current role as CEO. So far the search has been kept quiet, though Carpenter’s report says that it has been ongoing for months. Norman is expected to stay on in a senior leadership role at LIV, though it’s not clear exactly what that role would entail.

Big 12 commissioner Brett Yormark was among the executives targeted early on in the search, though those talks did not progress. Nevertheless, it shows that LIV is likely shooting for an established executive to helm its operation.

LIV has been active in hiring C-suite level executives in the past year. Two weeks ago, the league hired Ilana Finley away from Nike as its new chief communications officer. In April, LIV hired David Phillipps from Endeavor as its new chief financial officer, along with a slew of other moves at the executive vice president level. In May, the league hired away Adam Harter from PepsiCo to serve as its new chief marketing officer. And now, Carpenter reports the league is also searching for a new chief revenue officer and chief learning officer, among other C-suite roles.

Some are speculating that Norman’s impending demotion could be a sign of things to come. Some within the PGA Tour ranks, including Tiger Woods and Rory McIlroy, have said publicly that Norman cannot be involved if an agreement between the rival tours is to come to fruition.

In another bullish sign for reunification, PGA Tour commissioner Jay Monahan and PIF chairman Yasir Al-Rumayyan played together earlier this month in the Alfred Dunhill Links Championship pro-am. The public nature of the affair could be a sign that the sides are close, though it could have also simply been a signal that the two sides are still talking. Only time will tell if Norman’s demotion is actually a precursor to something much much larger in the world of professional golf.

[Sports Business Journal]