PGA Tour's major-market dilemma comes into focus at Presidents Cup
The scene at Medinah underscores some of the challenges the PGA Tour faces as it seeks to bring more of its events to major American markets.
Medinah Country Club was a quiet venue as Wyndham Clark marveled at the lack of reaction to Collin Morikawa's putts. The PGA Tour's top golfers returned to Chicago for the 2026 Presidents Cup, but the atmosphere was strangely subdued. U.S. team captain Brandt Snedeker expressed his initial excitement about playing in Chicago again, only to admit that the fans may not be back tomorrow.
This situation highlights the challenges the PGA Tour faces as it seeks to expand events in major American markets for its revamped scheduling model, set to debut in 2028. PGA Tour CEO Brian Rolapp initially announced the plan in March, targeting cities like New York, Chicago, Philadelphia, Boston, San Francisco, and Washington, D.C.
However, only one of the nine Championship Series events announced so far is located in a top-10 U.S. market. The success of these events depends on the balance between fanbase, market, sponsorship, and the golf course. PGA Tour policy board members emphasized the importance of engaging younger fans in major metropolitan areas, but they also acknowledged the value of traditional stops in smaller towns.
As the PGA Tour navigates this transition, it remains to be seen if they can successfully bring golf to both big cities and smaller communities.
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