When Brian Rolapp took over as CEO of the PGA Tour, industry watchers knew a shakeup was coming. But few expected his first major hires would come directly from his former life in the NFL. Rolapp’s early appointments of former league executives signal not just continuity with his background, but an ambition to reorient the PGA Tour’s business posture, branding, and media strategy.
Rolapp’s choices are precise. He tapped Dhruv Prasad as Chief Commercial Officer and Paul Hicks as Executive VP of Strategic Communications and Public Policy–both men who previously worked with him in the NFL. These are not safe, lateral or “place-holders.” They are trusted lieutenants who know Rolapp’s style and his vision, and they’ll be under immediate pressure to deliver in a new sport context.
“Since Day 1, I have been committed to taking the steps necessary to achieve sustainable success for the PGA Tour,” Rolapp said. “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.
“Dhruv and Paul bring specific experience that will complement our existing team and further strengthen key functions within the organization, and Andy and Neera will help further integrate our operations and elevate the Tour in their expanded roles.”
Why NFL Executives? Translating From Football to Golf
On the surface, football and golf couldn’t be more different–the product, audience habits, seasonal peaks, sponsorship models, and media demands don’t map neatly. But Rolapp sees enough shared DNA in professional sports to believe the crossover is real. He has repeatedly said the fundamentals of sports business are similar: build the product, align with strong partners, and let value follow.
“As a golfer, tournament volunteer, caddie and a fan of the sport, it’s an honor to be a part of the PGA TOUR,” Hicks said. “I look forward to working with our stakeholders and members of the media in telling the story of the TOUR.”
From his time at the NFL, Rolapp knows how to monetize media rights, negotiate complex partnerships, and leverage brand value in an era of fragmentation. Prasad’s prior role in media business development and investments at the NFL gives him exactly that kind of cred, and now he becomes a central driver of PGA Tour’s future media, broadcasting, and corporate partnership strategy. Hicks, in turn, inherits the communications, public policy, and reputation work–crucial for a tour trying to restore credibility after years of disruption.
This isn’t a mere power shift. It’s a statement: Rolapp is aiming to modernize the Tour’s commercial machinery, to elevate its global brand, and to better align it with modern media and consumer expectations.
“I’m thrilled to join the PGA TOUR at such a pivotal moment for the organization,” Prasad said. “I look forward to working together with Brian, the team and our partners to further grow and innovate the commercial engine of the TOUR.”
Internal Reshuffling & The House-Cleaning
Rolapp’s new appointments came hand in hand with internal restructuring. Some long-tenured executives will retire or shift roles, and key departments will be reconfigured. For example:
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Chief Marketing Officer Andy Weitz will cede communications duties and focus more squarely on PGA Tour Studios.
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Neera Shetty, formerly legal staff, steps into a dual role: interim Chief Administrative Officer while retaining her legal duties.
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Long-serving hybrid executives (like Rick Anderson and Allison Keller) will phase out, with some transitioning to advisory roles as part of the leadership handoff.
These moves are risky. Anytime you reshape a leadership team, you threaten continuity, morale, and institutional memory. But Rolapp seems to be betting that new energy, aligned with his strategic goals, outweighs risk.
“Allison Keller and Rick Anderson have been instrumental in the TOUR’s growth for several decades,” Rolapp said. “We all thank them for their service and congratulate them as they begin the next chapter of their careers. I’m also grateful to Len Brown for his trusted leadership and look forward to working together closely in his new role as a Special Advisor to the TOUR.”
Ambition vs. Culture: Challenges on the Road Ahead
Rolapp has made it loud and clear: he intends to transform the PGA Tour. The question is whether his grafted NFL mindset will marry well with golf’s traditions, stakeholders, and culture.
First, the PGA Tour’s stakeholders–players, sponsors, media partners, local tournaments, and regional golf bodies–have their own expectations. Rolapp must balance change with stability. Push too hard, too fast, and he risks alienating long-term partners.
Second, aligning internal teams across prior silos will be demanding. Integrating communication, media, legal, commercial, and brand functions under a new leadership architecture is never seamless. The handpicked NFL execs will have to earn credibility fast in an environment with different histories and dynamics.
Third, the optics matter. Critics will monitor whether Rolapp’s hires from outside golf understands the game’s unique pressures: tournament calendars, feeder tours, player relations, broadcasting from remote courses, and fan engagement in a sport not always built around mass viewership.
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