The PGA Tour welcomes back Brooks Koepka as CEO Brian Rolapp focuses on boosting viewership and rebuilding the Tour's prestige. Rolapp, not traditionally a golf insider, sees the return of high-profile players as crucial in the ongoing rivalry with LIV Golf. His priorities include engaging top talent like Bryson DeChambeau and Jon Rahm while emphasizing the flexibility of the PGA Tour over LIV's financial allure. His actions suggest a readiness for substantial changes to attract audiences and ensure competitive viability against LIV Golf.

By the Numbers
  • 700,000 live viewers watched the season opener of TGL on ESPN.
  • Rolapp aims for “significant change,” contrasting with the traditionalist views of Augusta National.
State of Play
  • Rolapp's strategy prioritizes viewer engagement through the return of star players.
  • Koepka’s return signals a shift in focus from previous departures to reconciliation and growth.
What's Next

Rolapp is likely to continue courting other former stars of the PGA Tour, aiming for a lineup that can boost ratings and restore the Tour's stature. Ongoing negotiations may adapt to balance LIV’s impact while drawing in higher visibility players.

Bottom Line

Brian Rolapp is positioning the PGA Tour to adapt and thrive amidst competition from LIV Golf, emphasizing a focus on high-profile players and substantial operational changes to attract viewers. The acceptance of former LIV players illustrates his commitment to rebuilding the Tour's appeal in a rapidly changing landscape.