The PGA Tour was the ultimate 'ham sandwich business' — even a ham sandwich could run it — until LIV started offering outrageous guaranteed contracts.

Rolapp will lead both the PGA Tour's for-profit entity, PGA Tour Enterprises, the the competitive arm of the Tour.

Jay Monahan is leaving the PGA Tour next year after a decade that ends with a sport fractured by the Saudi riches of LIV Golf. He turns it over to top NFL executive Brian Rolapp in a new role as CEO that Rolapp sees as rife with commercial growth.