Jay Monahan revealed on Tuesday that the PGA Tour has begun its search for a new CEO.
During his end-of-year message, the under-fire commissioner revealed that the Tour is seeking new perspectives from the worlds of sport and entertainment.
“We’re bringing new perspectives onto our team to realize the incredible opportunities ahead for our sport,” Monahan said. “We can learn so much from the world of sport and entertainment, and I’m excited to meet candidates for this important new role.”
The news comes as talks between Saudi Arabia’s Public Investment Fund and the PGA Tour continue, nearly 18 months after the bombshell framework agreement was announced.
The PGA Tour’s search for a new CEO comes after LIV Golf confirmed Greg Norman’s replacement. Scott O’Neil, the former chief executive of the Philadelphia 76ers basketball team, is set to take over.
Greg Norman’s son reacts as PGA Tour eye new CEO
Norman’s son, Greg Norman Jr., is never afraid to express his thoughts on social media, and the Aussie has laid out his six-point plan for whoever becomes the PGA Tour CEO.
Norman Jr wrote on X: “To the next PGA Tour CEO, here are some suggestions: 1. Flatten the Bureaucracy and Remove Gatekeepers Destroy the ‘Old Boys Club’ Mentality: No more decision-making by outdated committees or disconnected executives. Move to a lean, flat structure where ideas flow quickly and execution happens at light speed. Direct Communication: Host regular “PGA Live” Town Halls streamed on X and YouTube, where fans, players, and partners engage directly with leadership to share input and feedback. Cut Useless Red Tape: If it doesn’t improve the fan experience, players’ earnings, or grow the game, it gets axed.”
Norman then suggested the public should be made aware of where every single dollar goes on the PGA Tour.
“2. Radical Transparency Player Compensation: Full public breakdown of where every dollar goes—how much players earn, event costs, and broadcast revenues,” he added.
“Transparency will build trust with fans and players. Live Data Integration: Use real-time analytics on broadcasts showing the Tour’s financial performance, sponsorship ROI, and live fan engagement/betting markets. Empower the Players: Allow players to own their media rights for direct monetization through personal channels like X, TikTok, and YouTube.”
“3. Revolutionize the Broadcast Model Eliminate Over-Commercialization: Fans hate endless ads. Slash commercials by moving distribution to social media and digital platforms (X, YouTube) where revenue comes from partnerships and ad placements integrated seamlessly into broadcasts,” he said regarding his third suggestion.
“Fan-Centric Content: Make golf interactive—allow fans to vote on featured pairings, ask players questions live, and follow players through uncut streams. Create a Netflix-Style PGA Platform: A subscription-based, ad-free service for the ultimate fan experience—every shot, every player, every moment.”
“4. Make Golf Cool Again Modernize the Presentation: Kill the old-school TV graphics. Bring in cinematic production, drones, and dynamic storytelling to showcase golf like a sport and an experience. Player Personalities First: Let players be themselves on and off the course.
“Encourage trash talk, rivalries, and drama—it’s what drives engagement. Shorter, Faster Formats: Introduce high-intensity events like a 24-hour match-play marathon streamed globally. Capture short attention spans with made-for-social highlight packages. Fan Ownership: incorporate web3 technology to allow fans to participate in capital formation and “ownership” over the Tour.”
Finally, Norman Jr wrote: “5. Cut the Fat and Maximize Efficiency Audit and Nuke Wasteful Spending: No more bloated executive salaries, extravagant travel, or meaningless PR initiatives. Data-Driven Operations: Run the Tour like Tesla—optimize costs using technology and AI to analyze fan behaviour, event performance, and financial efficiency. Put Fans First: Redirect savings into affordable ticket prices, better event experiences, and fan engagement programs.
“6. Globalize the Tour and Embrace Innovation Host Events in Untapped Markets: Bring the PGA Tour to emerging golf markets in Australia, Asia, Africa, and the Middle East. Grow the game globally. Leverage Technology: Incorporate VR and AR for fans to experience “playing with the pros” in real-time—Gamify golf to attract younger audiences. Lead the Sustainability Charge: Make golf carbon-neutral by innovating courses, events, and travel logistics. Final Mantra: “Move Fast, Break Tradition, and Build the Future of Golf.”
Will Jay Monahan remain PGA Tour commissioner?
With the PGA Tour now actively seeking a new CEO, many would naturally assume Monahan is ready to step aside; however, that won’t be happening.
Monahan will remain commissioner and serve on the board of both the PGA Tour and PGA Tour Enterprises.
The American will also form part of the search committee led by Arthur Bank, who is director of PGA Tour Enterprises.
Monahan earned over $23 million in 2024, including bonuses, retirement benefits, and long-term incentive compensation. The 54-year-old also earned a base salary of $2 million.
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