The PGA TOUR is shaking up its leadership team in a big way, and it’s not just about filling seats—it’s about redefining the future of golf. But here’s where it gets controversial: are these bold moves enough to keep the TOUR competitive in an evolving sports landscape? Let’s dive in.
In a strategic reshuffle announced by PGA TOUR CEO Brian Rolapp, the organization is bringing in fresh talent and expanding roles to strengthen its commercial, policy, and operational capabilities. The spotlight falls on two key hires: Dhruv Prasad as Chief Commercial Officer and Paul Hicks as Executive Vice President of Strategic Communications and Public Policy. Meanwhile, Andy Weitz and Neera Shetty are stepping into expanded roles as Chief Marketing Officer and Chief Legal Officer, respectively, with Shetty also taking on interim administrative duties.
And this is the part most people miss: Rolapp’s vision isn’t just about growth—it’s about sustainable growth. He emphasizes, ‘Since Day 1, I’ve been committed to taking the steps necessary to achieve sustainable success for the PGA TOUR.’ These changes, he says, are designed to integrate teams, add new capabilities, and ultimately deliver more value to fans, players, and partners.
Dhruv Prasad brings over two decades of experience in entertainment, sports, and media to his role as Chief Commercial Officer. His resume is impressive: from SVP of Business Development at the NFL to co-founding Townsquare Media, he’s no stranger to innovation. Prasad will oversee a sprawling portfolio, including corporate partnerships, broadcasting, gaming, and international strategy. ‘I’m thrilled to join at such a pivotal moment,’ he says, hinting at ambitious plans to grow the TOUR’s commercial engine.
Paul Hicks, a seasoned communications and public policy expert, will focus on shaping the TOUR’s narrative and building relationships with policymakers. With a decade at FGS Global and a stint as EVP of Communications at the NFL, Hicks is well-equipped to navigate the complex intersection of sports and politics. ‘As a golfer and fan, it’s an honor to be part of the TOUR,’ he shares, underscoring his passion for the sport.
Andy Weitz, who joined the TOUR in August 2024, is doubling down on fan engagement and brand building. His expanded role includes leading PGA TOUR Studios, a powerhouse team responsible for everything from social media to broadcast technologies. Weitz will also spearhead investor relations and board administration, cementing his position as a key architect of the TOUR’s future.
Neera Shetty, a TOUR veteran since 2008, is taking on interim oversight of administrative functions while the organization evaluates its long-term structure. Her responsibilities now span talent and culture, community engagement, and even aviation—a testament to her versatility and leadership.
But here’s the controversial question: With Allison Keller and Rick Anderson retiring, and Len Brown transitioning to a Special Advisor role, is the TOUR losing more than it’s gaining? Rolapp praises their decades of service, but their departures mark the end of an era. Will the new leadership team fill the void, or will their absence be felt?
Prasad and Hicks will officially start on October 28 and November 3, respectively, kicking off a new chapter for the PGA TOUR. As the organization navigates these changes, one thing is clear: the future of golf is being rewritten—and it’s bound to spark debate.
What do you think? Are these leadership changes a game-changer for the PGA TOUR, or is there more work to be done? Share your thoughts in the comments—let’s keep the conversation going!
