The PGA Tour is entering a critical phase as Brian Rolapp steps in as the new CEO, following Jay Monahan’s departure. Addressing the ongoing PGA Tour media deal challenges, Rolapp is determined to revamp the current $700 million agreement with CBS and NBC, which has seen a significant decline in viewership, notably in 2024. Drawing from his successful NFL Network tenure, where he secured landmark deals and boosted audience engagement, Rolapp aims to adapt and innovate to better serve golf fans across all platforms.
Rolapp’s arrival comes at a time when the PGA Tour faces decreasing TV ratings and fragmented media consumption, prompting a reassessment of how golf content reaches its expanding audience. Recognizing that sports remain a dominant force despite the crowded media landscape, he emphasized the need for fresh strategies in broadcast and digital delivery as the existing media deal approaches its 2030 conclusion.
Unveiling the Potential Behind PGA Tour’s Media Coverage
In conversations with media outlets, Rolapp expressed optimism about the untapped opportunities within PGA Tour’s broadcast ecosystem. He noted the unique position sports hold in attracting large audiences despite diversifying viewing habits, saying,
“It’s been a good few days, as I’ve been able to listen and learn more and talk to a lot of the PGA Tour’s partners. When you look at the media and everything you know, sport is still breaking through. If you look at where audiences are being aggregated, despite the fragmentation of media, it’s been around sports.”
—Brian Rolapp, CEO
He pointed out that traditional broadcasting has only scratched the surface of its capabilities, hinting at future expansion and innovation. Rolapp highlighted that while the current media contracts remain in place, the PGA Tour must explore new ways to elevate the attractiveness and reach of televised events, promising a focus on improving the overall viewer experience.
Prioritizing Digital Growth and Storytelling to Enhance Fan Engagement
Beyond broadcast upgrades, Rolapp is especially keen on expanding the PGA Tour’s digital footprint to keep pace with evolving fan behaviors. Modern audiences are increasingly consuming content on digital platforms, and the new CEO is committed to meeting fans where they are. Rolapp explained,
“But also, we need to go where the fans are. Increasingly, the fans are spending their time on digital, and I imagine a big priority of mine, as I get there, is to increase our digital footprint in all sorts of ways. That could include the Tour events themselves, but it could also include everything in between the Tour events and tell the stories of these golfers and tell the stories of this sport, which I think is underrepresented in media.”
—Brian Rolapp, CEO
This approach underlines a strategy to not only broadcast live tournaments but also create year-round content that deepens fans’ connection to players and the sport’s narrative. The emphasis on transparency and storytelling could transform how fans engage with golf, allowing them access to content beyond the tournament days.
Support from Players Backs Rolapp’s Vision for PGA Tour Broadcasting
Rolapp’s plan has already gained endorsement from prominent players such as Jordan Spieth and Collin Morikawa. Morikawa reflected on Rolapp’s perspective, acknowledging,
“At the end of the day, it is what we are doing for the fans, and he has a good perspective for that given his background with the media and marketing side of the NFL.”
—Collin Morikawa, Professional Golfer
The players’ support signals a positive reception for the incoming leadership’s commitment to fan-centric innovation, reinforcing the importance of evolving the Tour’s media presence to revitalize enthusiasm among golf audiences.
Assessing PGA Tour’s Strengths While Rejecting Radical Format Changes
In a recent NBC interview, Rolapp addressed whether the PGA Tour would consider adopting a team-based format similar to LIV Golf. He dismissed such significant alterations, affirming confidence in the existing structure and growth of the Tour’s audience. Rolapp stated,
“I think the PGA Tour product is strong as it is. I think if you look at the underlying viewership numbers, we have grown this year significantly. One of the reasons why I took this job is because I really studied that fan engagement. If you look at a competitive round on a Sunday afternoon when they’re pulling in three to four million views, it’s a large sports event.”
—Brian Rolapp, CEO
He pointed out that despite the setbacks of 2024, recent viewership gains prove that the Tour’s traditional format still resonates well with fans. Rolapp also reinforced a commitment to broadcast innovation, emphasizing the importance of delivering quality content that fans choose willingly, saying,
“I think the product is working and the golf fans are voting with their remotes and with their mouses. They’re watching what they want to watch. I think we’re definitely going to have a culture of innovation.”
—Brian Rolapp, CEO
By capitalizing on the current momentum rather than pursuing unproven drastic changes, Rolapp aims to nurture the sport’s existing strengths while exploring new innovations in content delivery.
Challenges and Opportunities Ahead for PGA Tour Media Deals
The current media arrangement with CBS and NBC, valued at $700 million, faces pressure amid shifting viewer trends and competition from other sports and entertainment options. Under Monahan’s leadership, the Tour experienced fluctuating viewership, with 2024 proving particularly difficult. Rolapp’s arrival signals a new direction focused on innovation and fan engagement to stem these declines.
Drawing on his NFL experience, where he led successful digital initiatives like the NFL+ app and secured partnerships across traditional and streaming platforms including Amazon, Netflix, and YouTube, Rolapp is positioned to transform the PGA Tour’s broadcast strategy. His understanding of multi-platform content delivery will likely become a cornerstone of future contract negotiations once the current deal expires in 2030.
Anticipating the Next Era of PGA Tour Broadcasting
Rolapp’s vision blends an appreciation for the traditional appeal of golf with a vibrant, modern approach that embraces digital media and storytelling. By increasing access to content through various channels and crafting compelling narratives around players and events, he aims to deepen fan interest and extend engagement beyond just tournament days.
This evolving strategy could redefine how fans interact with the sport and offer broadcasting partners fresh opportunities to capture and grow audiences. As the PGA Tour looks ahead, the success of these efforts will influence the structure and value of future media deals, potentially positioning golf more prominently within the competitive sports programming landscape.
With a clear focus on innovation, audience engagement, and digital expansion, Brian Rolapp’s leadership is poised to bring renewed energy and growth to the PGA Tour’s media presence, addressing the challenges of the current deal while building a foundation for long-term success.