The PGA Tour is setting a new course with the appointment of Brian Rolapp, a seasoned executive from the NFL, as the inaugural CEO of its commercial division. This move comes in response to the tentative agreement the Tour reached two years ago with Saudi investors supporting LIV Golf. PGA Tour Commissioner Jay Monahan signaled this strategic shift in December when he announced the search for a leader to spearhead PGA Tour Enterprises, a newly established entity in collaboration with Strategic Sports Group backed by a $1.5 billion investment.
While official comments regarding Rolapp’s hiring have not been made by the tour, insiders with firsthand knowledge have confirmed the development, preferring to remain anonymous ahead of a formal announcement. Generally, such decisions aren’t disclosed during prominent championships.
Brian Rolapp, who has built a distinguished career with the NFL since 2003 and held the position of Executive Vice President and Chief Media and Business Officer since 2017, is noted for his collaboration with NFL Commissioner Roger Goodell. A memo from Goodell to NFL staff announced Rolapp’s departure to explore new opportunities, as reported by Sports Business Journal.
The impetus for establishing this commercial division traces back to a framework agreement with Saudi Arabia’s Public Investment Fund in June 2023, although it never reached fruition. This led to the creation of PGA Tour Enterprises, now under Rolapp’s leadership. January 2024 saw Strategic Sports Group join forces with the tour, leading to innovative equity plans for players.
Commissioner Monahan expressed in December that bringing fresh perspectives into the organization is crucial for capitalizing on the sport’s promising future. However, talks with the Public Investment Fund to unite top global players have reached a stalemate amidst LIV Golf’s insistence on maintaining its team-oriented model. In the meantime, LIV Golf named Scott O’Neil as their new CEO.
Rolapp will leverage his extensive media connections as the PGA Tour strategizes for upcoming broadcast agreements that remain effective through 2030. Enthusiastic fan engagement has fueled a strong upward trend in the tour’s popularity, with notable changes such as a revamped Tour Championship to crown the FedEx Cup champion.
The selection process for the new CEO involved an esteemed search committee comprising SSG-affiliated Arthur Blank of Atlanta Falcons fame, golf legends Tiger Woods and Adam Scott, Commissioner Monahan, PGA Tour board chairman Joe Gorder, and Sam Kennedy from SSG. The collaborative approach underscores the leadership’s commitment to elevate the tour to new heights.