New PGA Tour CEO Brian Rolapp talks LIV Golf
Brian Rolapp discussed LIV Golf is his opening press conference
Brian Rolapp was named the PGA Tour’s first CEO and will take over day-to-control, beginning later this summer. PGA Tour commissioner Jay Monahan will step down at the end of his contract in 2026, the Tour announced on Tuesday.
Rolapp, 53, spent 22 years at the NFL, most recently as chief media and business officer, overseeing the NFL’s media rights licensing, owned-and-operated media, NFL Films, the 32 Equity investment fund and sponsorship/consumer products.
“I come in with a pretty clean sheet of paper,” Rolapp said. “I also come in knowing that there’s a lot to learn. Everything that works in the football world may not work in the golf world.”
Monahan joined the Tour in 2008 and replaced Tim Finchem as the fourth commissioner in January 2017. Monahan came under attack from his own players in June 2023 after announcing a secret framework agreement with Saudi Arabia’s Public Investment Fund, financial backers of rebel LIV Golf, which ended all existing litigation between the two entities. Monahan took a month-long medical leave of absence shortly after the agreement was announced due to anxiety, which was related to the stress and pressure of working on the proposed agreement. He returned to spearhead the creation of PGA Tour Enterprises, its for-profit arm, and last year forged a deal with Strategic Sports Group, a consortium of professional sports owners and executives, with an initial investment of $1.5 billion and potentially as much as $3 billion.
But progress has stalled in efforts to reunify the game. The Tour and PIF have been attempting to negotiate a deal since the framework agreement expired at the end of 2023 with nothing to show for it. President Donald Trump has participated in multiple meetings since taking office, most recently at the White House in February.
“When it comes to that situation particularly, I think the fans have been pretty clear. They want to see the best golfers competing against each other,” Rolapp said. “I agree with that.”
He added: “It’s a complex situation. No less than two sovereign nations are involved in this discussion so it’s not easy. But I will say I have experience with complex situations and anything I’ve learned I will apply to that situation and try to figure it out.”
Monahan announced in December 2024 the Tour would begin a search for its first CEO. In a news release, the Tour said Monahan would focus on his role as a member of the PGA Tour and PGA Tour Enterprises boards during the rest of his tenure.
“A year ago, I informed our Boards that upon completing a decade as commissioner, I would step down from my role at the end of 2026,” Monahan said in a statement. “Since then, we’ve worked together to identify a leader who can build on our momentum and develop a process that ensures a smooth transition. We’ve found exactly the right leader in Brian Rolapp, and I’m excited to support him as he transitions from the NFL into his new role leading the PGA Tour.”
The CEO search committee was led by PGA Tour Enterprises board member Arthur Blank, owner of the Atlanta Falcons, and included Tour player directors Tiger Woods and Adam Scott. The Tour said its management team will report to Rolapp, while he will report to the board of directors of both the PGA Tour and PGA Tour Enterprises.
“Brian’s appointment is a win for players and fans,” Woods said in a statement. “He has a clear respect for the game and our players and brings a fresh perspective from his experience in the NFL. I’m excited about what’s ahead – and confident that with Brian’s leadership, we’ll continue to grow the tour in ways that benefit everyone who loves this sport.”
Speaking to members of the media at this week’s Travelers Championship, Rolapp highlighted three items he plans to carry from his experience in football to his new role in golf. First, he noted the importance of ensuring the highest level of competition.
“Take care of that and a lot of the other thing comes easy,” he said.
The second? Finding the right partners, including media partners to distribute the game to as many fans as possible. And third, “a constant mindset of innovation,” he said.
“One thing the NFL has taught me is just once you think you are successful that’s when you really need to look at things and change again,” Rolapp said. “I think I said it in my fan letter, we’re going to honor tradition, but we’re not going to be unnecessarily bound by it, and where it makes sense to change, we’re going to do that.”
Rolapp attended Monday’s policy board meeting in Hartford and met with the players in the field during a mandatory 90-minute meeting on Tuesday at 8 a.m. at TPC River Highlands.
“I think they know what’s good for fans is also good for the Tour,” he said. “I told the players I’m going to talk with all of them…I’m going to hear what they have to say. I want to understand what they think we do well. I want to understand what they think we can do better.”
Asked by Golf Channel what his message would be to the CEO, veteran pro Lucas Glover said, “Do what’s right for the whole membership. It has seemed top heavy a little bit the last few years and we’re getting back to understanding that it’s a whole Tour, not just a few guys.”
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