Bold claim: the PGA Tour is reshaping its future schedule to surge into America’s largest markets, aiming to kick off the season big and own the summer. But here's where it gets controversial: will moving events to major U.S. cities really unlock new revenue and boost the tour’s prestige, or will it spark criticism from purists who love the current traditional rhythm?
PONTE VEDRA BEACH, Fla. — The PGA Tour’s plans to overhaul its annual calendar are gaining momentum, with signs pointing to a potential public unveiling around the Players Championship next month.
During a Thursday media preview day at TPC Sawgrass, Players Championship executive director Lee Smith provided an update on conversations shaping the future. The core ideas discussed by PGA Tour CEO Brian Rolapp and the Future Competition Committee (FCC), chaired by Tiger Woods, include increasing the number of events in the nation’s largest markets, launching the season with a strong start, and somehow “owning the summer.” Smith emphasized that more details will emerge in the coming weeks as the group continues to meet and refine the envisioned model for the tour.
Traditionally, the week of the Players Championship serves as a natural moment to roll out new initiatives and to hear a state-of-the-tour address from the commissioner—or, in this stage, from Rolapp as CEO. This year’s Players is scheduled for March 12–15.
Three-Part Strategy
- The tour currently does not have annual stops in New York, Chicago, Philadelphia, Washington, D.C., or Boston, which rank as the country’s top nine media markets. Adding events to these metropolitan hubs could quickly attract sponsorship dollars from Fortune 500 companies and other major brands seeking premium hospitality and branding opportunities at high-profile locales.
- In recent years, the season has typically kicked off in January in Hawaii. The FCC is exploring shifting the start to after the Super Bowl, potentially in February, to better align with media cycles and player schedules.
- Popular February staples on the PGA Tour — including the WM Phoenix Open, the AT&T Pebble Beach Pro-Am, and the Genesis Invitational in Los Angeles — could be complemented or reshaped as part of a broader effort to “own the summer.” This approach mirrors Tiger Woods’s preference for a leaner schedule that minimizes direct competition with the NFL and college football, freeing late spring and summer for other sports when audiences are looking for peak viewing.
Major Debate
Golf commentators, players, and fans have spent the past week debating whether the Players Championship should be regarded as a major alongside The Masters, the PGA Championship, the U.S. Open, and the Open Championship. The discussion was sparked by a PGA Tour promotional video that proclaimed, “March Is Going to Be Major.”
Smith acknowledged the shift in tone, noting that the language signals growing confidence, momentum, and a newfound sense of offense within the organization. He explained that the tour is intentionally testing the waters to gauge public reaction and to spark conversations about the Players’ place in the calendar.
Beyond the competition, Smith’s team aims to craft an experience worthy of the word major. This year’s event will feature a concert on the famous 17th island-green hole, headlined by rapper Ludacris on the Tuesday night of Players week.
Smith described the broader vision by comparing it to other major spectator events: the spectacle isn’t just the game itself. It’s the surrounding experiences — pre-event activities, evening functions, and extended celebrations — that capture viewer attention and grow engagement over the entire week.
What do you think: should the Players Championship be elevated to major status, and would anchoring more events in top markets truly enhance the PGA Tour’s long-term health? Share your thoughts in the comments.
