The man who helped orchestrate the NFL’s media domination over the past few decades is officially joining the PGA Tour as its new CEO.

Brian Rolapp, who was most recently chief media and business officer for the NFL, will become CEO of PGA Tour, Inc. and PGA Tour Enterprises later this summer, overseeing pro golf at a critical moment for the sport. Jay Monahan, Commissioner of the PGA Tour, will remain with the organization through the end of 2026 as a board member.

“I’m honored to join the PGA TOUR at such a pivotal time,” said Rolapp. “The PGA TOUR represents the highest level of competition, integrity and global opportunity in the game of golf, and I believe deeply in the TOUR’s mission and its potential to grow even stronger. I’m ready to get to work—alongside our players, partners and leadership team — to build lasting value and deliver an even more dynamic future for the sport and our fans.”

A PGA Tour CEO search committee, led by Arthur M. Blank, Tiger Woods, Adam Scott, Jay Monahan, Joe Gorder and Sam Kennedy, says that it settled on Rolapp because he “is a seasoned sports and media executive who has the specific skill set necessary to build on the Tour’s momentum — experience scaling sports businesses in a fast-changing landscape and a clear appreciation for what makes the Tour special and where it can go next.”

Rolapp’s imminent hire has been bubbling across the sports media world for months, with speculation about what he may do to change its approach to media rights, and how he will help get the deal with the PIF over the line.

In an open letter Tuesday, Rolapp wrote that “professional golf is evolving, as are the ways fans consume sports. My goal as CEO is to honor golf’s traditions but not be overly bound by them.”

“Over the past few years, the Tour has made meaningful progress in addressing these changes—from creating more opportunities for players to improving the competitive structure and enhancing the fan experience,” he continued. “But there’s still significant work to do and incredible opportunity remains ahead. From creating the highest quality golf product that includes the best players in the world, to strengthening commercial partnerships — as I spoke to players, board members, and fans in recent months, I felt drawn to this potential.”

While golf has long been a TV staple, and some key events like The Masters and PGA Championship can garner big ratings, it has been grappling with competition from the Saudi-backed LIV Golf league. The PGA Tour and LIV announced a deal that would merge the brands under one roof two years ago, but those talks are still ongoing.

LIV, meanwhile, has since cut a TV deal with Fox.

At the NFL, Rolapp was one of the executives that spearheaded a strategy around reach, while also leveraging the NFL’s TV dominance to secure ever-larger rights fees. The PGA Tour, of course, is a different beast. It has big stars and live drama, but a more niche audience and modest ratings likely requires a different approach that is focused on growing the game.

“I want to thank the Search Committee for acting with focus and urgency throughout this process. Tiger Woods and Adam Scott have played active roles throughout and been incredible partners in this process, and I particularly want to thank Jay Monahan for the critical role he played in selecting his successor,” said Blank, who serves on the PGA Tour Enterprises Board of Directors and led the Search Committee. “Having worked with Brian during our time in the NFL, I’ve seen firsthand his ability to lead with vision and collaboration, and to deliver results. He understands what it takes to elevate a global sports brand — and I’m confident he’ll bring that same energy and excellence to the PGA Tour.”

“Brian’s appointment is a win for players and fans,” added Woods. “He has a clear respect for the game and our players and brings a fresh perspective from his experience in the NFL. I’m excited about what’s ahead — and confident that with Brian’s leadership, we’ll continue to grow the Tour in ways that benefit everyone who loves this sport.”