One of Australia's greatest Olympians has delivered a stinging message to Greg Norman over the golf champion's involvement with the Saudi Arabian-financed rebel LIV tour.

Two-time 1500m swimming gold medallist Kieren Perkins says Norman needs to consider the people he surrounds himself with as he continues his role as the global face of the controversial golf tour.

Norman and LIV's competitors have been widely panned, with the tour labelled a 'sport washing' exercise designed to launder Saudi Arabia's global image amid its poor human-rights record.

Asked what message he would give Norman, Perkins pointed to earlier comments he had made that Australian sport needs to be a societal leader and be more inclusive of minority groups.

"Just stop and listen to the people around you, Greg, and think about some of the stuff that's being told to you," the former swimmer, who is now CEO of the Australian Sports Commission, told the National Press Club.

"See if actually there's some value in it, instead of assuming you have all the answers."

Norman drew strong criticism for comments he made regarding the Saudi Crown Prince Mohammed bin Salman's alleged involvement in the murder of Washington Post journalist Jamal Khashoggi, where he appeared to defend his benefactor.

"We've all made mistakes, and you just want to learn from those mistakes and how you can correct them going forward," Norman said in May.

Perkins said innovation within sport could not be more important than promoting inclusivity.

"I understand and appreciate the need to disrupt sport and make it better, and the opportunity to create more competitive pathways that help athletes receive the benefit they deserve," he said.

"(But) opening the door for more inclusion is incredibly important."