The golf leagues, be it LIV Golf or the PGA Tour, are suffering from conflicts over managing funds. Earlier this year, the new CEO of LIV Golf, Scott O’Neil, took charge and managed to secure multiple deals for the sustainability of the league. Now, since June 2025, Brian Rolapp has been under tremendous pressure to match the legacy of Jay Monahan. In comparison to the previous leader, the critics are now pointing fingers at Rolapp for his new role.

Talking about the same, On a recent episode of Golf Central on Golf Channel’s YouTube platform, veteran journalists Damon Hack and Eamon Lynch discussed the new direction of the PGA Tour under incoming CEO Brian Rolapp. Starting off, veteran Hack pointed out the upcoming opportunities for Rolapp. Hack highlighted a key challenge: reshaping the FedEx Cup Playoffs, which have drawn criticism in recent years for being confusing, overly commercialized, and disconnected from traditional golf values. “There’s an opportunity for Brian to massage the postseason in a way that’s more palatable to the golf fan,” Hack noted, suggesting a possible simplification or format tweak to revive viewer interest and continuing on the discussion, both with their experience, laid out the facts that need to be considered for managing the leading golf league.

After the statement of Hack, Lynch joined, saying, “Yeah, it’s going to be interesting to see what Rolapp’s priorities are.” Brian Rolapp, formerly Chief Media and Business Officer for the NFL, enters golf with a strong track record in sports media rights and business development. However, unlike Monahan—who spent his entire career within golf’s ecosystem—Rolapp will need to quickly adapt to the culture and nuances of the game. Monahan focused on traditionalist values and player trust, especially during the LIV Golf disruption. In contrast, Rolapp’s background suggests a potential shift toward digital media strategy, monetization of fan engagement, and commercial growth.

For his plan of action, Lynch suggested, “I think he has to start with building relationships. He’s not from the golf industry, right? So he doesn’t really know anyone in the golf industry, so he’s got to sort of build those relationships with stakeholders.” Further, he continued by saying, “Start with Jack Nicklaus. Go to Florida, meet Jack Nicklaus. Jack Nicklaus represents tradition, authority, and legacy in golf—meeting him first would send a clear message of respect to the game’s foundations. “Then meet the FedEx, meet the sponsors, meet the tournaments, meet the players.” Sponsors like FedEx don’t just fund tournaments—they shape scheduling, player incentives, and broadcast strategy.

“Meet the fans. You can’t overlook the fact that the fans are the biggest stakeholders in this game.” In an era where fan engagement drives everything from broadcast rights to merchandise sales, overlooking the fanbase could mean long-term brand erosion. Apart from just building a relationship, the new CEO is in a tight spot to spend the investors’ money.

Brian Rolapp needs a new plan for $1.5 billion investment

Before Brian Rolapp took the role, a huge investment of $1.5 billion had been added to the bank. Now with the new role, he will have to make a plan that would align with the goals of the league and investors. In the past, many SSG investors, including Fenway Sports Group, have opposed Europe’s circuit.

A balance between the two needs to be struck to create a long-term benefit for golf’s global health. Speaking of which, Lynch advised, “Some of that slush fund ought to be allocated to consolidating relations with the DP World Tour.” This will not be the first time, as back in 2020, the DP World Tour faced financial strain and the PGA Tour stepped in to help.

Now, with his move to allocate the $1.5 billion funds, it would either create a legacy or a staggering backlash for the new CEO. What, according to you, would be the best practice? Share your thoughts with us in the comments below.