The PGA Tour is stepping into a new era with the official appointment of Brian Rolapp as its first-ever CEO, marking a significant shift in leadership as Commissioner Jay Monahan prepares to step down at the end of 2026. The announcement on June 17, 2025, confirmed months of speculation and signals a fresh chapter for the golf organization amid ongoing challenges and exciting opportunities.
Rolapp, who spent over two decades with the NFL as its chief media and business officer, is set to begin his role later this summer. His arrival brings a wealth of experience in media rights, commercial partnerships, and sports business innovation, areas that the PGA Tour aims to expand as it navigates a rapidly evolving sports landscape.
"This is something I've looked at for a long time," Rolapp told Sports Business Journal just days before the announcement. "It was the right time in my career to find a new challenge. I loved the NFL. I loved being there. It’s a big part of my career. I’ve learned a lot, but I think where golf is generally, and where the PGA (Tour) is specifically, I think there’s lots of opportunity. There’s lots of strength and momentum." His appreciation for golf is personal as well; he plays the sport five to ten times a year and considers himself a fan.
The move to install a CEO position within the PGA Tour, a role never before held in its six-decade history, comes in the wake of the creation of PGA Tour Enterprises, a for-profit arm of the organization, and a landmark $1.5 billion investment from Strategic Sports Group (SSG). This infusion of capital, hailed as the "Deal of the Year" for 2025 by the Sports Business Awards, represents a new financial chapter for the tour, though reports indicate the funds have yet to be deployed.
Monahan, who has served as commissioner since 2017 and led the tour through tumultuous times—including the rise of the rival LIV Golf league backed by Saudi Arabia’s Public Investment Fund—will continue to serve in a diminished capacity during the transition. He will focus on his roles within the PGA Tour Policy Board and the PGA Tour Enterprises Board while gradually transferring day-to-day responsibilities to Rolapp.
Monahan expressed full confidence in his successor, stating, "Brian is the singular future leader of the PGA Tour. He’s the CEO. The team that has reported to me is going to report to him and we’re going to work arm in arm, day by day to make certain that we’re getting Brian to the exact position that he wants to get to, and that means not only executing in the short term, but putting him in the position to be able to define the future state of the PGA Tour." He further called Rolapp the "perfect choice for the next chapter of the PGA TOUR," emphasizing the strength and trust Rolapp brings to the leadership team.
Rolapp’s hiring was unanimously recommended by a search committee that included Monahan, PGA Tour board members, and prominent players such as Tiger Woods and Adam Scott. Woods, who flew to Connecticut for the player meeting introducing Rolapp, hailed the appointment as "a win for players and fans," praising Rolapp’s respect for the game and his fresh perspective drawn from his NFL experience.
Rolapp’s vision for the PGA Tour is rooted in honoring golf’s rich traditions while embracing innovation and growth. "We’re going to honor tradition, but we’re not going to be unnecessarily bound by it," he said during his introductory press conference at the Travelers Championship. He highlighted three key takeaways from his NFL tenure that he plans to apply: a relentless focus on competition, finding the right partners (including sponsors and media), and maintaining a mindset of constant innovation.
One of Rolapp’s early priorities will be the negotiation of the tour’s next media rights deals, set to begin in 2031. Given his extensive background overseeing the NFL’s broadcast and digital rights, including launching the NFL+ digital platform, Rolapp is well-positioned to lead the PGA Tour through this critical phase. He is optimistic about the sports media landscape, noting the increasing interest from both traditional broadcasters and streaming platforms like Amazon and Netflix.
The tour’s relationship with the Saudi-backed LIV Golf remains a complex and delicate issue. LIV Golf, launched in 2022, attracted several top players away from the PGA Tour, including Bryson DeChambeau, Brooks Koepka, Jon Rahm, and Dustin Johnson. Monahan initially resisted engagement with the Public Investment Fund but later reached a framework agreement in May 2023 aimed at ending antitrust lawsuits and uniting the sport. However, the deal has yet to be finalized, and negotiations continue amid ongoing tensions and skepticism from players loyal to the PGA Tour.
Rolapp acknowledged the complexity of the situation, stating, "I think that’s a complex situation that’s probably something I should learn more about before I speak. But I will say that in any scenario, the players and the fans have to be put first. And when you get that right, I think you get the right outcome for everybody involved. That’s players, fans, partners and investors. Fans have been clear they would like to see the best golfers playing in the best competition." His approach suggests a careful, inclusive strategy aimed at healing divisions and enhancing the sport’s appeal.
Beyond the LIV Golf saga, Rolapp emphasized the unique structure of the PGA Tour, where players hold equity stakes, distinguishing it from other major sports leagues. "Every other sport has been constructed because of legacy and other reasons differently between owners and players and management and labor with a collective bargaining agreement. That’s not what this is. This is the players’ tour and they own it," he explained.
As the PGA Tour embarks on this leadership transition, the stakes are high. The sport faces challenges in uniting its fractured player base, capitalizing on significant financial investments, and adapting to changing fan consumption habits. Rolapp’s track record of innovation and media savvy from his NFL tenure offers a promising path forward.
Players like Lucas Glover have noted Rolapp’s humility and readiness to learn, with Glover remarking, "He seems to be all in on growing the game, and he’s pretty adamant about going forward." Monahan’s decade-long stewardship will soon give way to a leadership style focused on commercial growth, media expansion, and fan engagement.
Rolapp’s public statements and open letter to fans reflect an eagerness to build bridges and embrace the future. "I cannot wait to meet every one of our players, get in front of as many fans as possible, and better understand the needs of our partners," he wrote. His commitment to pushing boundaries is clear: "If there’s anything I learned at the NFL, it’s that there’s no offseason. The minute you think you’re successful is the minute you start not to be. You need to constantly push and innovate. And we’ve done it with our game packages, we’ve done it with the draft. I can give you a lot of examples where it would’ve been easy to say it’s good, but it can’t stay that way. As I always say, only the paranoid survive."
With the transition set to unfold over the next 18 months, golf’s stakeholders will be watching closely. Rolapp’s blend of media expertise, respect for tradition, and forward-looking mindset could redefine the PGA Tour’s trajectory in a sport eager to regain unity and expand its global footprint.
