2026 marks the first full season that Brian Rolapp will see as the new PGA Tour CEO. He has some big plans for the Tour as well. With those plans, he needs to make some media and marketing changes, and he had a lucky roll for the first month alone. Now he has to figure out if he can keep this momentum going as his schedule changes are revealed within the next few months.
Problems With Brian Rolapp’s Reduced Seasons
One big problem with the schedule changes is that it means fewer tournaments for the season. Normally, the season begins in January with the Sentry, but now fans are getting a taste of the Tour without the Sentry. What Rolapp needs to figure out is how to balance what is being lost with what could be gained in the upcoming season.
Rolapp can balance things out by doing things like investing more in the Signature events. He could also take advantage of the rookies who are always willing to play their hearts out, like Blades Brown, who has big plans for 2026. There is also the lucky roll Rolapp got when Brooks Koepka made his grand return this month.
Returning Member Marketing
When Brooks Koepka returned to the PGA, it presented an opportunity for a marketing strategy. It’s also a strategy that takes subtle shots at the rival league LIV Golf, with the tagline “Where the best belong.” This will also be the ad that plays throughout the 2026 season. A lot of the marketing so far has also emphasized that a LIV Golf defector is returning, and headlines have been littered with the possibility of another returning as well. All this could be very effective if the tournaments were more widely available on other sports channels. Incidentally, the PGA Tour reached a deal with one of the biggest out there.
Airing On ESPN
For the first time in nearly twenty years, a non-major event will air on ESPN. It will start with the Farmers Insurance Open this week. ESPN will be airing the event on its main channel, as well as using its streaming influence to spread the broadcast. It will be available on ESPN’s streaming service, as well as Hulu and Disney+. This allows for more opportunity for higher viewership, as well as ad revenue. The airtime will be focused on Brooks Koepka as part of a featured group. Again, leaning into his return from LIV Golf. This new coverage will be alongside the usual airing on the Golf Channel and CBS.
Brian Rolapp’s PGA Tour
With the way the current PGA marketing is leaning into Brooks Koepka’s return, as well as the expanded coverage this week, it feels like Brian Rolapp is declaring victory against LIV Golf. Especially with the tagline that will be appearing throughout the season. It also seems that the Tour is getting ready to compensate in some way for the future event cuts. Now Brian Rolapp and the Tour have to play their cards right for the upcoming season. All on top of preparations for the next few seasons.
Main Photo Credit: © Jim Rassol-Imagn Images
