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Volume 21 No. 26
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Ty Votaw moves into CMO role at PGA Tour

Ty Votaw is the PGA Tour’s new chief marketing officer in a role that has him overseeing branding, communications and advertising.

The tour quietly made the move within the past month and decided against making an announcement because Votaw’s responsibilities will largely be the same as they have been in the past.

Votaw moves into the CMO job that previously was held by Jay Monahan, who was promoted to deputy commissioner on April 1. Global Commercial Officer Tom Wade, who oversees corporate marketing and long-term planning, had the CMO job before Monahan.

Votaw joined the PGA Tour in 2006.
Both Wade and Monahan were deeply involved in sponsorship sales, but Votaw, who also carries the title of executive vice president, will be more focused on the tour’s numerous brands and advertising. Those brands include the three major U.S. tours — the PGA, Champions and — as well as the international tours in Latin America, China and Canada.

Within those tours are the FedEx Cup, Charles Schwab Cup, Presidents Cup, Players Championship and World Golf Championship events as well.

“They are all distinct brands and there are various elements within that portfolio of brands,” Votaw said. “The Presidents Cup goes to South Korea next year, and we’re already working on how to market its first trip to Asia.”

Votaw, who joined the PGA Tour in 2006 as executive vice president of international affairs, also will be involved in an evolving initiative between the PGA Tour, LPGA, PGA of America, Masters and U.S. Golf Association to grow the game, both from a participatory standpoint as well as an entertainment and competitive standpoint.

PGA Tour Commissioner Tim Finchem has been on the forefront of the PGA Tour’s work with the other golf entities, and Votaw will collaborate with them as well on related marketing efforts.