Brian Rolapp is starting his tenure as PGA Tour CEO with a bold move. Facing an organization under scrutiny for racial and sex discrimination lawsuits, he isn’t playing it safe. Instead, he’s shaking up the Tour’s top leadership and bringing in trusted colleagues from his NFL days.

In a recent announcement, the new CEO has brought Dhruv Prasad and Paul Hicks to the table. They are taking the place of longtime Tour veterans Rick Anderson and Allison Keller, who will retire in 2025. Prasad and Hicks bring NFL executive experience in commercial partnerships and strategic communications.

Prasad will join the PGA Tour as chief commercial officer. He has over two decades of experience as a top-level executive in the entertainment industry. Previously, he was the SVP of business development and strategic investments at the NFL. But that’s not all he has under his belt. Prior to the NFL role, he served as the president and CEO of Music Reports Inc. Meanwhile, Hicks has an expertise of his own.

Paul Hicks will serve as the EVP, Strategic Communications and Public Policy for the PGA Tour. Hicks performed the same role in the NFL a long time back. After his stint in the NFL, he served as a partner at FGS Global before moving to the PGA Tour. Besides Prasad and Hicks, Brian Rolapp has also expanded the roles of Andy Weitz and Neera Shetty.

Prasad and Hicks are replacing tour veterans. Rick Anderson has been with the tour for around 30 years now. He worked as the chief commercial officer, while Keller had the role of chief administrative officer.

While this change in itself seems like a big move, what’s more surprising is that it comes at a time when the PGA Tour is facing a discrimination lawsuit. Although the two things have nothing to do with each other, such moves can be seen as an attempt to reshape the organization’s culture and management style in response to or in anticipation of litigation outcomes.

Ryan Randolph, a former kitchen worker at TPC Sawgrass, has filed a lawsuit alleging discrimination against the PGA Tour. It all began when Johnattan Hernandez was appointed as the new executive chef in April 2024. Hernandez is a native of Puerto Rico, and Randolph was reportedly the only white male working in the kitchen. Randolph alleges that Hernandez used comments like, “White guys don’t know how to cook,” pointing at him. He also faced other remarks like mocking a vasectomy or calling him a slur.

The allegation is that when he took the complaint to the company’s head of talent and culture, he was fired within a few days. Rondolph hence filed a lawsuit against the PGA Tour, seeking compensation for lost wages, emotional damages, and punitive damages.

With NFL executives now in key roles, the Tour is looking to boost fan engagement and reverse declining viewership. Rolapp’s experience in sports media and commercial strategy could be the catalyst it needs.

Brian Rolapp’s extensive media and commercial experience

There was a Tiger Woods era when fans would arrive at golf courses in massive numbers. Even those who didn’t would stick to television to see the legendary golfer play. However, the viewership of PGA Tour events has been declining.

There are still a few stars like Rory McIlroy, Scottie Scheffler, Xander Schauffele, and others who can attract some fans. But the overall viewership numbers are going down. For example, the 2025 American Express tournament’s final round saw a 56% drop in viewers compared to the previous year. It drew only about 232,000 viewers on Golf Channel versus 534,000 the year before. The PGA Tour’s aim in bringing in Brian Rolapp as the new CEO is to increase these numbers and enhance fan engagement.

He has over 20 years of experience in the sports entertainment industry. Current commissioner Jay Monahan needed someone like Rolapp to take over his place as he plans to retire after 2026.

“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,” said PGA Tour Commissioner Jay Monahan. “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.”

Rolapp’s NFL experience in media rights, digital innovation, and strategic partnerships positions him to guide the Tour through fan engagement and commercial growth. He is expected to use this expertise to expand the Tour’s global reach, diversify revenue, and strengthen its strategic position.

Rolapp’s executive shakeup signals a clear shift toward modernizing the PGA Tour’s leadership while addressing current challenges. How Prasad and Hicks leverage their NFL experience could shape the Tour’s growth and reputation in the years ahead.