Sure, Jay Monahan faces significant pressure within the company due to the controversy surrounding the stalled merger talks and pace of play issue, but it is undeniable that the PGA Tour commissioner has accomplished incredible things for the U.S. circuit. For instance, the 14 deals announced in the past three months generated a whopping $400 million in revenue. This step, along with several other sponsorship deals in the PGA Tour circuit, brings sponsor commitments to nearly $4 billion through 2035. Undoubtedly, Jay Monahan is a key figure at the PGA Tour—but he won’t be for much longer.

Since 2024, the U.S. circuit has sought a CEO, backed by a $3B SSG investment. In his year-end message, the PGA Tour commissioner stated that the organization wouldn’t hire internally for the CEO position. However, in March, the 13-member board decided to have Monahan temporarily assume the CEO role. With discussions about a new CEO increasing, it’s likely that Jay Monahan “wouldn’t be the boss of the new CEO.”

Since its search began, the PGA Tour has focused on four final candidates: Brian Rolapp, NFL Chief Media & Business Officer; Jared Smith, former Ticketmaster chairman and current CEO of Alterra Mountain Company; Steve Phelps, NASCAR Commissioner; and David Abeles, CEO of TaylorMade Golf. During a discussion on Dan on Golf, Rapaport noted, “They [PGA Tour] hire any of those people, they’re going to want to come in and run the show, right? It’s got to be a handoff.”

The guest agreed. “I don’t think Steve Phelps leaves NASCAR, which outrates the PGA Tour every week on TV, or most weeks at least, and is gonna go run the PGA Tour to work alongside Jay Monahan. I don’t really know how that dynamic plays out. You know, we’ve reported that Jay’s contract is up at the end of next year, of ’26. So who knows where he kind of goes beyond that? Um, but yeah, I certainly don’t think that, like, Steve Phelps or, like you said, Brian Rolap’s not going to leave the NFL as the number two to come run the PGA Tour and work under Jay Monahan. 

“Um, so still kind of to be determined how that dynamic plays out, but I certainly don’t think that Jay Monahan’s going to be the boss of the new CEO, because, like, what organization has a CEO and a commissioner, right?” Phelps joined NASCAR in 2005 and took on the role of Chief Operating Officer by 2018. He played a key role in securing NASCAR’s media rights agreement in 2023, which led to a seven-year contract valued at $7.7 billion. Brian Rolapp joined the NFL in 2003 and has served as Chief Media & Business Officer since 2017, where he has significantly influenced the league’s media strategy and driven growth in broadcasting revenue.

Jared Smith has a strong background in ticketing and entertainment, starting at Ticketmaster in 2003 and rising to global president and CEO. He managed operations during the Live Nation merger and now serves as the CEO of Alterra Mountain Company, overseeing mountain resorts across North America. Lastly, David Abeles, the president and CEO of TaylorMade, is a strong candidate for the PGA Tour CEO role due to his close association with Tiger Woods and his extensive experience in the golf industry through companies like Titleist and Acushnet. His connections with players and global vision of the sport position him well against competitors like Steve Phelps, the current NASCAR commissioner. All significant and viable candidates, however, with Jay Monahan’s current position, it might seem that no matter who ends up taking the moniker of CEO, they won’t be coming to work as second to the Commissioner.

However, Jay Monahan still retains some power. The CEO will report directly to the PGA Tour Policy Board and the Enterprises board. Monahan will continue as commissioner, serve as a director on the Tour’s policy board—marking a first for a commissioner—and will participate in the CEO search committee until the Tour has one. However, despite the gloom, Monahan is still considered a key figure in the golf world.

The numbers at the PGA Tour are working in favor of Jay Monahan

Despite criticisms, under Jay Monahan’s leadership, the PGA Tour has seen some monumental changes and improvements, especially a rise in viewership and engagement metrics. In the 2025 season, the tour averages 2.180 million viewers through the Truist Championship on NBC and CBS, a 15% increase from 1.902 million last year. With Nielsen’s new Big Data + Panel measurement, average viewership rises to 2.558 million, an 11% improvement over the previous year’s 2.306 million.

The PGA Tour’s comparative growth is particularly noteworthy. The Big Data + Panel figures reveal a 17% increase compared to last year’s panel-only data, ranking it among the highest growth rates in major U.S. sports. Only the NHL achieved a larger increase at 20%, while other leagues, such as the NBA, MLB, NFL, and NASCAR, reported lower growth rates of 12%, 6%, 5%, and 1%, respectively. Additionally, ticket sales for events like the Houston Open, Valero Texas Open, and RBC Heritage surged by 15% compared to 2024, reflecting a growing interest in live events.

Digital engagement has improved, showing a 9% increase in digital visits per unique user and a 57% rise in average engagement per social media post. The tour added 6-8 minutes of live golf coverage per tournament this year, and 86% of fans expressed satisfaction with sponsor branding during live segments.

Technological innovations, such as the award-winning moving drone tracer, enhance the viewing experience with unique angles. Monahan’s leadership has been crucial in adapting to viewer preferences and leveraging technology, establishing a strong foundation for future growth as the PGA Tour prepares for upcoming media deals.