PGA Tour Hires NFL Media Executive as New CEO to Grow Golf’s Popularity
Golf has long struggled with an image problem – often seen as an exclusive sport for the wealthy country club set. But recent years have shown promising signs of change, with new initiatives aimed at making the game more accessible and exciting for younger audiences.
The Changing Face of Golf
The sport is undergoing a transformation through several key developments:
- YouTube’s influence – Young players are discovering golf through content creators
- Celebrity athletes – Stars like Steph Curry and Josh Allen showcase their golf passion
- LIV Golf’s approach – Tournament atmospheres that feel more like parties than traditional events
PGA Tour Looks to NFL for Growth Strategy
In a major move to accelerate this growth, the PGA Tour has hired Brian Rolapp, a 20-year NFL executive, as its new CEO. Rolapp most recently served as the NFL’s Chief Media and Business Officer, where he:
- Negotiated broadcast deals with Amazon, CBS, ESPN, FOX, NBC, Netflix and YouTube
- Oversaw league sponsorships with brands like Apple and Nike
- Led NFL Media operations including NFL Network
Why This Appointment Matters
The hiring signals the PGA Tour’s commitment to:
- Expanding media reach – Applying NFL-style broadcast strategies
- Growing sponsorship revenue – Leveraging Rolapp’s deal-making experience
- Modernizing the fan experience – Potentially incorporating more entertainment elements
Industry Leaders React
Current PGA Tour Commissioner Jay Monahan praised the move: “We’ve found exactly the right leader in Brian Rolapp…I’m excited to support him as he transitions from the NFL.”
Golf legend Tiger Woods, who served on the search committee, added: “Brian’s appointment is a win for players and fans…I’m confident that with Brian’s leadership, we’ll continue to grow the TOUR.”
Opinion: A Smart Move for Golf’s Future
This hiring represents one of the most promising developments for golf’s growth in decades. Rolapp’s NFL experience in media rights and sponsorships perfectly positions him to help the PGA Tour capitalize on the current sports media landscape. While traditionalists may worry about over-commercialization, the reality is that golf needs to evolve its presentation to attract younger fans. The NFL’s success in creating must-watch events through broadcast innovation and digital distribution offers a proven blueprint. If Rolapp can adapt those strategies while respecting golf’s traditions, this could mark the beginning of golf’s most exciting era of growth and popularity.
