Signature Events have been a hit or miss on the PGA Tour. While they offer higher purses, golfers like Lucas Glover have called them out for a lack of inclusivity. With the PGA Tour adding another signature event to 2026, eagerness awaits. Per Josh Carpenter, a multi-million dollar agreement is shaping this Miami event.

Recently, he appeared on the 5 Clubs podcast with Gary Williams on Golf Channel and shared that negotiations for the Miami event sponsorship are nearly complete.

“I think we could be pretty close. I’ve heard that they’ve got a deal. It’s another big one—by all accounts, a very big deal. The number for these signature events leading up to now has been about $25 million per year,” Carpenter told Williams.

Truist, for instance, paid roughly $26 million for the Charlotte event. The Miami sponsorship, however, is significantly higher, as per him.

“The number for this Miami event was closer to $30 million per year,” he revealed. The figure applies to just one week of tournament coverage. It represents one of the most lucrative single-week partnerships in professional golf. Josh connected these numbers to the PGA Tour’s overall business health.

“If the PGA Tour is in the market for close to $30 million for a signature event, I think it signifies the business is pretty good,” he noted. This level of sponsorship reflects both market confidence and fan engagement. The timing also benefits new commissioner Brian Rolapp.

Brian came in at a critical time, when the PGA Tour was facing backlash from fans, and viewership was declining. A lucrative deal will get the ball rolling for Rolapp, allowing him to negotiate future deals from strength.

“Coming in, he feels like he’s got a pretty strong product to sell,” Josh observed.

Gary Williams then shifted the conversation to the evolving fall schedule. He described it as “a piece of clay that keeps getting molded and refined.” Williams asked if 2027 could mark the Tour’s next major transformation. Carpenter confirmed the timeline.

“Rolapp just came on board not even three months ago,” he said. The 2026 schedule was finalized before his arrival, limiting immediate changes. “If you’re looking at 27, that’s the year that could see a lot of change.”

These adjustments could affect both fall events and the main season. As a result, 2027 may become Rolapp’s first full year to implement his vision. He also pointed out an intriguing external factor. Ongoing tensions between players and league officials in MLB suggest a possible lockout. This uncertainty opens a strategic window for the PGA Tour.

“Major League Baseball’s collective bargaining agreement is up at the end of 26,” Carpenter noted. “Major League Baseball is kind of the only big thing happening in the summer,” Carpenter explained. If MLB pauses operations, golf could dominate summer sports coverage. “The PGA Tour can really own the summer. If baseball’s not around, maybe people are watching,” Carpenter said.

Thus, Rolapp’s aggressive transformation aligns perfectly with emerging opportunities.

Carpenter then returned to Rolapp’s leadership style. “You’ve heard Rolapp talk about change in 27,” he said. “He mentioned the word aggressive, I think, six times in that opening press conference,” Carpenter recalled. Rolapp’s introductory press conference in Atlanta offered key insight into his vision. The new CEO also emphasized scarcity, hinting at fewer but more exclusive events.

These themes mark a major shift in the Tour’s philosophy. Scarcity means select, high-value tournaments. Aggression means decisive, modern moves.

“This ain’t your mama’s PGA Tour anymore,” Carpenter declared.  As 2027 approaches, the PGA Tour stands at a turning point. Rolapp’s aggressive leadership and rising sponsorship demand could redefine professional golf’s business landscape.

PGA Tour returns to Trump Doral with $30M Miami signature event

According to multiple reports from Front Office Sports, Sky Sports, and Reuters, the tour will return to Trump National Doral for the signature event. Now, Miami could emerge as one of the tour’s most lucrative weeks. This latest move in Miami is already turning heads across the golf world.

Veteran James Hahn expressed concerns over the increasing number of exclusive events, suggesting that such additions may limit opportunities for lower-ranked players. He criticized the Tour’s direction under Rolapp, emphasizing the need for inclusivity and equitable opportunities for all players. Similarly, Robert Garrigus voiced his apprehension. He is questioning the Tour’s focus on elite players and the potential marginalization of others.

Rory McIlroy, while acknowledging the Tour’s efforts to enhance the schedule, hinted at the possibility of missing more Signature Events in 2026. He emphasized the importance of player autonomy in scheduling and suggested that the increased number of such events might lead to more selective participation.

What do you think of signature events? Do you think they are here to help the PGA Tour grow?