The PGA Tour has hired a new chief marketing officer as part of a restructuring under new Commissioner Jay Monahan.
Effective June 1, the tour named former Newell Brands executive Joseph Arcuri as the tour’s CMO. He replaces Ty Votaw, who moves from his current position of executive vice president and CMO to executive vice president of global business affairs.
Votaw succeeds longtime executive Ed Moorhouse, who is retiring at the end of the year after three decades with the tour. Votaw will oversee all aspects of the tour’s international strategy across all business lines, including media, corporate sponsorship, licensing, TPC properties and other revenue streams.
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ARCURI
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The restructuring separates the tour’s marketing and communications functions, which previously were led by Votaw, and puts an increased focus on tour marketing and branding efforts.
“We had an opportunity to bring in someone as talented as Joe,” Votaw said. “What will not change is the integration of all messaging from marketing, branding and communications. My new role will be a continuation of what Ed was doing with an increased focus on all areas of our business outside the U.S.”
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NEAL
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Laura Neal, who has been with the tour for a decade, will run the tour’s communications department as senior vice president of communications, overseeing communications, media relations and public relations.
Arcuri joins the tour with a deep branding background but he has not worked in the sports industry. He joined Newell in 2014 as president of home solutions and previously spent more than 25 years at Procter & Gamble working in a number of executive roles on a variety of consumer brands.
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“I am very excited to bring my global brand building experience to the tour to help grow new global fans, engage more deeply with our casual fans, and continue to innovate and excite our core fans,” Arcuri said in an email.
In other golf news last week, the tour added Arby’s as an official marketing partner. Arby’s fills the quick-service restaurant category and becomes the official restaurant of the tour. Specific financial terms of the multiyear sponsorship were not disclosed.
Arby’s is the tour’s first QSR sponsor and its first restaurant partner since Morton’s in 2011. The deal also expands Arby’s branding efforts in golf after the company this year renewed its endorsement deal with Andrew “Beef” Johnston.
