PGA Tour CEO Brian Rolup on Friday announced a major shake-up of the Ponte Vedra Beach, Fla.-based organization’s executive leadership. Mr. Lorup has appointed Dhruv Prasad as chief commercial officer and Paul Hicks as vice president of strategic communications and public policy.
Both men previously worked with Mr. Lollup in the NFL, and his first notable PGA Tour debut featured several familiar faces.
“From day one, I have been committed to taking the necessary steps to achieve sustainable success for the PGA Tour,” Lollup said. “In my first 90 days in this role, we have identified opportunities to further integrate our team and add new capabilities to accelerate growth for the benefit of our fans, players and partners. Dhruv and Paul bring concrete experience that complements our existing team and further strengthens key capabilities within our organization. Andy and Neela will help us further integrate our operations and improve the Tour in their expanded roles.”
Prasad served as SVP of Business Development and Strategic Investments for the NFL from 2022 to 2025, leading the league’s investment department as well as its media business development department. He will be responsible for leading various groups within the PGA Tour, including corporate partnerships, media business development and broadcasting.
Mr. Hicks has been a partner at the strategy firm FGS Global for the past 10 years. Prior to that, he worked with Mr. Lorup in the NFL from 2010 to 2015, serving as vice president of communications and public relations, the same role on the PGA Tour.
The addition will see Andy Weitz, chief marketing officer, relinquish his communications responsibilities and assume responsibility for overseeing the PGA Tour Studio. Neela Shetty, a member of the Tour’s legal team since 2008, currently holds the title of Chief Administrative Officer (on an interim basis) while also serving as Chief Legal Officer, a role she was promoted to in 2024.
The move means that Chief Administrative Officer Alison Keller and Chief Commercial Officer Rick Anderson will both be leaving the company at the end of the year. Len Brown, head of global business ventures, will move to special advisor to Lorup.
Rolup, who spent 22 years in the NFL, hit the ground running in June when he was announced as the PGA Tour’s new CEO. At his first news conference since taking over at the Tour Championship in August, he announced the creation of a new competition committee chaired by Tiger Woods, saying, “The goal is big change.”
While the NFL and PGA Tour have different sports and consumer spending habits, Lollup said the guiding principles for success are the same for each sport. Lorup aims to take the PGA Tour to the next level, and these hires certainly align with that belief.
“I think a lot of what I learned in the NFL can be applied here. … The business of sports is not that complicated,” Rolup said at the Tour Championship. “If you get the right product and you get the right partners, your fans will tell you it’s good and they’ll tell you they want more and they’ll reward you for your time. Then the commercial and business part will take care of itself.”
