In the fall of 2025, the PGA Tour created something of an in-house skunkworks, meant to transform the way the golf tour organizing body operated. That effort, called the Future Competition Committee, was chaired by Tiger Woods, who, with PGA Tour CEO Brian Rolapp, would undertake an effort to reimagine professional golf.
Like all professional sports, that means it is about media, and TV, and how consumers watch their favorite athletes compete at the highest level. So PGA Tour chief commercial officer Dhruv Prasad tells The Hollywood Reporter that “the first step that committee actually took was inviting in both current as well as potential future media partners to share with us their thoughts on what was good and what was not so great about the PGA Tour’s current model.”
Prasad didn’t name names, but one doesn’t have to use too much imagination to suspect that the likes of NBC Sports, ESPN, Netflix, Golf Channel, CBS Sports and other networks were participating.
“I think we’re pretty transparent about what we’re trying to do,” Prasad says. “We’re trying to create a more compelling media product that results in more viewership, that results in greater fan affinity, a larger, more diverse, younger fan base that leads to more value in in our media rights and in our economic model overall.”
