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Bevacqua takes time to reflect

Outgoing PGA of America CEO on the state of golf, what led him to NBC Sports

Pete Bevacqua is prepping for his new job as president of NBC Sports Group, where he will start next month.Getty Images

Pete Bevacqua spent six years as PGA of America CEO before leaving this week to become president of NBC Sports Group where he will oversee programming, marketing, digital, regional sports networks and all golf businesses for the group. It’s a sharp career pivot for the accomplished Bevacqua, who during his tenure led the 29,000-member PGA of America through major changes, including a move of the PGA Championship to May from August and a restructuring of the Ryder Cup. During last week’s PGA Championship at Bellerive Country Club, Bevacqua discussed his tenure and his upcoming move to NBC.

 

On his biggest accomplishment at the PGA of America:

 

I feel most proud about the real improvement in the connectivity between the national organization and the membership. We were challenged in overcoming the perception of the membership that the staff at headquarters wasn’t always thinking about the daily life of the PGA member. I found that it was a bit of a hybrid organization. There was a sports business revolving around the PGA Championship and the Ryder Cup and there was the membership-based organization. Two well-functioning elements but it was saying to everybody that we shouldn’t be a hybrid organization.

 

On how the business of the PGA of America has changed during his tenure:

 

We have become more strategic in the development of our partnerships and again I go back to putting a greater emphasis on the vitality of our membership. The organization can deliver on the major championships but we can also tie corporations into the power of our membership and that’s what separates the organization. … We also recast the identity of the PGA Championship. It’s not being afraid to take some chances and bring the championship more into modern times but not losing what has made it such a great championship.

 

What Others Are Saying

“I’ve been impressed with the results of his efforts in engaging our U.S. members in the development of a long-term competitive strategy for the Ryder Cup. He was also instrumental in our ability to — together — reshape golf’s calendar with the move of The Players Championship to March and the PGA Championship to May, setting up an exciting cadence of events with a significant championship every month culminating with the FedEx Cup Playoffs.”

— Jay Monahan, PGA Tour commissioner

“I think Pete made the PGA of America even more relevant in smart, strategic ways. If the PGA of America had not agreed to move the PGA Championship from August to May, this new calendar would not have happened. He made golf more relevant in pushing for the growth of the game in ways that aren’t just lip service.”

 Andy Pierce, president golf and consulting, managing director Americas, Lagardère Sports & Entertainment

On the impact of shifting the PGA Championship to May from August: 

 

August has changed because of the Olympics and the power of the NFL and college football continues to grow. August has changed in what the PGA Tour wanted to do with the FedEx Cup. If we look back at this 20 years from now, the PGA Championship will continue to be elevated because of this move.

 

On the current state of golf:

 

It’s really strong. We have elite players and a young crop of superstars that are engaging and relate to the fans. We have player development issues that are working. We are bringing more kids into the game. But I don’t want to be Pollyanna. Golf has major challenges and the two biggest are a lack of diversity and time. We need more women in the game and more minorities playing the game. Golf is a sport that can take time and we have to be smart about telling people that you can have a 30-, 60-, or 90-minute golf experience. Golf has been too beholden to these archaic definitions of participation. We’ve got to make the funnel into the game as big as possible.

 

On his decision to leave join NBC:

 

It happened quickly. I got a call from [NBC Broadcast and Sports Chairman] Mark Lazarus and I thought it was just a “How is it going” conversation. Mark said he had this idea and would I be interested. It was the first time I sat back and said that this can be really compelling at a time of great change in the industry. How does an iconic brand like NBC continue to prosper and stay current in an ever-changing environment? That is what is so intriguing and to have a part in that is a professional opportunity of a lifetime.

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