The PGA TOUR is making some big moves at the top, and it could change the game for fans, players, and partners alike! But will these changes be enough to secure the TOUR's future in an increasingly competitive landscape?
Ponte Vedra Beach, Fla. – PGA TOUR CEO Brian Rolapp has just unveiled a series of strategic updates to the organization's senior leadership team, a move designed to bolster the TOUR's strength and enhance its value proposition for everyone involved. These changes are headlined by the addition of two highly experienced executives: Dhruv Prasad as Chief Commercial Officer and Paul Hicks as Executive Vice President, Strategic Communications and Public Policy. In addition, Andy Weitz, the current Chief Marketing Officer, will be expanding his responsibilities, and Neera Shetty, Chief Legal Officer and EVP of Social Responsibility, will be taking on interim oversight of additional administrative functions.
Rolapp emphasized his commitment to long-term success, stating, "Since Day 1, I have been committed to taking the steps necessary to achieve sustainable success for the PGA TOUR. During my first 90 days in the role, we have identified opportunities to further integrate our teams and add new capabilities to accelerate our growth — for the benefit of our fans, players and partners." He believes that Prasad and Hicks bring unique and valuable experience that will complement the existing team, while Weitz and Shetty will play crucial roles in integrating operations and elevating the TOUR's overall profile.
Let's break down these key appointments and what they mean for the future of the PGA TOUR:
Dhruv Prasad: The New Commercial Engine
As the newly appointed Chief Commercial Officer, Dhruv Prasad will report directly to Rolapp and will be responsible for overseeing a broad range of business units. These include: corporate partnerships, media business development (both domestic and international), broadcasting, gaming, international operations, licensing and merchandising, PGA TOUR events, golf course properties, and corporate strategy. Think of him as the person responsible for making sure the PGA TOUR continues to thrive financially.
Prasad brings over two decades of experience as an entrepreneur and operating executive in the entertainment industry, with a particular focus on sports, live events, broadcast, digital media, and music. Before joining the PGA TOUR, he served as SVP of business development and strategic investments at the NFL, where he managed media and content partnerships and oversaw the NFL's investment platform, 32 Equity. He also has experience as the president and CEO of Music Reports Inc. and co-CEO of Townsquare Media. But here's where it gets controversial... Some might argue that bringing in someone with such a diverse background outside of golf could dilute the TOUR's core values and traditions. What do you think? Is this a positive step towards modernization, or a risky deviation from what makes the PGA TOUR unique?
"I’m thrilled to join the PGA TOUR at such a pivotal moment for the organization," said Prasad. "I look forward to working together with Brian, the team and our partners to further grow and innovate the commercial engine of the TOUR."
Paul Hicks: Shaping the Narrative and Navigating Policy
Paul Hicks joins the PGA TOUR as Executive Vice President, Strategic Communications and Public Policy. He will also report to Rolapp, and his primary focus will be on shaping the TOUR's communications strategy and building dedicated capabilities in public policy and government relations. In other words, he'll be responsible for how the PGA TOUR is perceived by the public and for ensuring that its voice is heard in the halls of government.
Hicks has extensive experience in strategic communications and public relations. For the past decade, he has been a partner at FGS Global, a leading stakeholder strategy firm, where he helped lead its Global Sports Practice. Prior to that, he served as the EVP of communications and public affairs at the NFL.
"As a golfer, tournament volunteer, caddie and a fan of the sport, it’s an honor to be a part of the PGA TOUR," said Hicks. "I look forward to working with our stakeholders and members of the media in telling the story of the TOUR."
Andy Weitz: Amplifying Fan Engagement
Andy Weitz, who joined the TOUR in August 2024, will be expanding his role as Chief Marketing Officer. He'll continue to report to Rolapp and will now lead all content creation and production, as well as analytics, research, and technology initiatives. The goal is to further increase fan engagement and strengthen the PGA TOUR brand. In his expanded role, Weitz will oversee an integrated PGA TOUR Studios team responsible for a wide range of activities, including social media, digital content, original programming, live production, digital platforms, broadcast technologies, data science, and technology solutions. Weitz will also continue to build out investor relations and assume responsibility for board administration. And this is the part most people miss... By integrating these diverse functions under a single leader, the PGA TOUR is aiming to create a more cohesive and data-driven approach to marketing, ensuring that every piece of content and every marketing campaign is aligned with the overall strategic goals.
Neera Shetty: Ensuring Stability and Governance
Neera Shetty, who has been with the TOUR's legal team since 2008 and was promoted to Chief Legal Officer in April 2024, will take on additional administrative oversight on an interim basis. This includes talent and culture, community and public engagement, global workplace and facilities management, the First Tee program, and aviation. This move provides stability and demonstrates confidence in her leadership as the organization evaluates its long-term structure and needs.
Departures and Transitions
These leadership updates coincide with the announcement that Allison Keller, Chief Administrative Officer, and Rick Anderson, Chief Commercial Officer, are retiring at the end of the year. Len Brown is also transitioning from his role as Chief Global Business Ventures to a new role as Special Advisor to the TOUR, reporting to Rolapp.
Rolapp expressed his gratitude to Keller and Anderson for their decades of service and congratulated them on their upcoming retirements. He also thanked Brown for his leadership and expressed his excitement about working with him in his new role.
Prasad and Hicks are scheduled to begin their new roles with the PGA TOUR on October 28th and November 3rd, respectively.
So, what do you think about these changes? Will these new additions and expanded roles be enough to address the challenges facing the PGA TOUR and ensure its continued success? Are there any potential downsides to these moves? Share your thoughts in the comments below!
