US golf’s top-tier PGA Tour has brought in Andy Weitz as chief marketing and communications officer, and executive vice-president for investor relations for the Tour’s global operations.
His responsibilities will involve overseeing prestigious events such as PGA Tour Canada, PGA Tour Latinoamerica, and the (second-tier) Korn Ferry Tour. In this capacity, Weitz will be tasked with enhancing the PGA Tour brand to appeal to present and prospective investors, managing the Tour's global marketing strategy, and communicating its achievements to stakeholders and the public.
The CMO side of his role will see Weitz take charge of the overall communications plan for PGA Tour Enterprises, the vehicle launched earlier this year through an investment deal between the PGA Tour and Strategic Sports Group (SSG), a US consortium, worth up to $3 billion. The launch gave nearly 200 PGA Tour members the opportunity to become equity holders in the new company.
SSG is a consortium of American sports team owners led by Fenway Sports Group (FSG). That group is now serving as a commercial advisor to the new venture.
Weitz has significant experience overseeing global brand strategies. Across his previous role as chief marketing officer at professional services firm Aon, he oversaw that brand's sponsorship portfolio with high-profile sporting properties such as English soccer's Premier League, motor racing's Formula 1, and Major League Baseball. Before taking that position, he was the US president and chief executive at the Hill+Knowlton Strategies consultancy.
With Aon, Weitz experienced working with the PGA Tour as a business partner as they launched the “Aon Risk Reward Challenge” alongside the PGA Tour and LGPA Tour.
The Tour's confidence in Weitz is highlighted by its commissioner Jay Monahan stating: “Andy will be an invaluable addition to the Tour given his experience as a trusted advisor to many of the world’s largest and most influential companies…as well as his deep knowledge of the business community, Andy will be instrumental in further elevating the PGA Tour brand."
Weitz added: "I’ve seen the power of the PGA Tour brand firsthand, as both a fan and a partner, and am truly excited to play a role in growing its global impact at this transformative moment,” Weitz said. “As the organization evolves, it’s critical that we stay focused on fan priorities, aligned with player interests, and accountable to partner and investor expectations.
In terms of its activity over the last week, the PGA Tour has recently renewed its partnership with Dick’s Sporting Goods in a five-year deal. The US retailer has been a title sponsor since the tournament’s inception.
In May, meanwhile, the Tour named businessman Joseph Gorder as chair of PGA Tour Enterprises.
PGA Tour Enterprises was originally planned to be the new for-profit company at the center of the framework agreement uniting the PGA Tour, DP World Tour (formerly European Tour), and LIV Golf. However, no final agreement between these parties has yet been forthcoming, over a year after the initial announcement that a deal was in the offing.
