Less than a year ago, I discussed the upcoming transformation of the PGA Tour and the pivotal role of its new CEO, Brian Rolapp, in shaping its destiny. Rolapp has so far inspired confidence that his decisions are in the best interest of the sport I’ve loved since my youth.
Leading a sports league is a significant responsibility. When things are thriving, revenue flows, viewership is high, sponsorships are abundant, and merchandise sales boom. However, instability can arise, as seen with the emergence of LIV Golf, forcing drastic changes to the status quo.
The sports industry is keenly anticipating June 22nd. Following the U.S. Open, the PGA Tour heads to Connecticut for the Travelers Championship, one of the newly designated, high-stakes tournaments. Rolapp is expected to provide an update on the future direction of the sport.
Rolapp has previously outlined a vision of a two-tiered system with distinct event series, running concurrently or staggered throughout the season. The top tier will feature the world’s best players, commanding the highest earnings, viewership, and media attention. The second tier will function as a pathway for aspiring golfers and those facing relegation, with details yet to be announced.
I am generally optimistic about a more condensed schedule that avoids NFL conflicts, running from January to early September, with more events in major markets and the return of the cut. The ultimate success of these changes remains to be seen and will depend on the final execution.
In my sports business class, I presented this context to students, posing a key question.
While the top-tier series will undoubtedly retain the PGA Tour brand, what will the second tier be called? This naming is critical for its identity and perception.
Consider the NBA’s G League, formerly the Developmental or D League, now with sold naming rights. While entertaining, G League games are distinct from the NBA. Despite the potential of its players, the league often carries a stigma of lower relevance, with average attendance significantly lower than NBA games. Importantly, the NBA and G League are separate brands, not presented as a unified “NBA Tour.”
Ultimately, the product and its reception by fans are paramount.
Rolapp and his team must prioritize the branding of this second tier from the outset to ensure its success. This feeder/relegation division, whatever its name, needs to be established correctly from the start.
To his credit, Rolapp is engaging with players, media, and stakeholders, taking a deliberate approach to this new era. While not all answers may be available at the Travelers Championship, an update is promised. I anticipate that the media will focus on the details, as presentation and branding are crucial.
Many tournaments I know well will likely fall into this second-tier category. Major champions like Jordan Spieth and Brian Harman achieved their initial victories at events like the John Deere Classic, and Sam Burns at the Valspar Championship. These tournaments, where players earned their first PGA TOUR wins, were and remain significant. They are essential and must be treated as such.
Perhaps the second tier should be branded as the PGA TOUR “Essential” Series, highlighting its foundational role to the main tour. This series is vital for players, media partners, sponsors, advertisers, manufacturers, tradition, record books, and the numerous charities that benefit from these community-focused events, which are integral to professional sports.
It would be a regrettable outcome if these significant events lose their importance due to this impending change.
