Brian Rolapp, the chief executive officer of the PGA Tour, made known on Friday a noteworthy restructuring within the organization’s upper management, situated in Ponte Vedra Beach, Florida. Rolapp has elected to bring in Dhruv Prasad as the chief commercial officer and Paul Hicks as the executive vice president for strategic communications and public policy.
Both individuals had previously collaborated with Rolapp during his prior tenure at the National Football League, rendering these hires his initial significant selections for the PGA Tour, and both are acquainted to him.
“From the very start, my dedication has been to undertake the essential actions to secure enduring prosperity for the PGA Tour,” Rolapp stated. “During my initial three months in this capacity, we’ve pinpointed prospects to further harmonize our teams and incorporate fresh capabilities to hasten our advancement — for the advantage of our supporters, athletes, and collaborators. Dhruv and Paul contribute distinct expertise that will enhance our existing team and additionally reinforce crucial roles within the organization, and Andy and Neera will aid in further integrating our operations and elevating the Tour in their augmented responsibilities.”
Prasad held the position of SVP for business development and strategic investments at the NFL from 2022 to 2025, where he spearheaded the media business development division alongside the league’s investment branch. His responsibilities will encompass the direction of diverse sectors within the PGA Tour, including corporate partnerships, media business development, and broadcasting.
Hicks has served as a partner at the strategy firm FGS Global for the past decade. Prior to that, he collaborated with Rolapp at the NFL from 2010 to 2015, where he held the position of EVP for communications and public affairs, a similar role to what he will be taking on with the PGA Tour.
Alongside these additions, Andy Weitz, the chief marketing officer, will relinquish his communications duties while assuming oversight of PGA Tour Studios. Neera Shetty, who has been a part of the Tour’s legal team since 2008, now holds the title of chief administrative officer (on a provisional basis), while also serving as chief legal officer, a role she was promoted to in 2024.
These adjustments will lead to the retirement of both Allison Keller, the chief administrative officer, and Rick Anderson, the chief commercial officer, by the conclusion of the year. Len Brown, currently serving as the chief of global business ventures, will transition to a special advisor role for Rolapp.
Following a 22-year tenure with the NFL, Rolapp was revealed as the new CEO of the PGA Tour in June, and he has promptly commenced his duties. During his inaugural press conference at the Tour Championship in August, he unveiled the establishment of a new competition committee, presided over by Tiger Woods, stating, “The intention is substantial transformation.”
While acknowledging the differences in consumer sports preferences and consumption patterns between the NFL and the PGA Tour, Rolapp asserted that the formula for achievement is analogous across various sports. These appointments undoubtedly align with that conviction as Rolapp endeavors to propel the PGA Tour to greater heights.
“I believe that much of what I acquired at the NFL can be implemented here. … The business aspect of sports is not overly intricate,” Rolapp remarked at the Tour Championship. “If you refine the offering, secure suitable alliances, your fanbase will acknowledge your efforts with their engagement, signaling their satisfaction and craving for more, and subsequently, the commercial and business elements will naturally unfold.”
