Tyler Rutstein will join the PGA Tour as its new chief marketing officer on October 5. The executive brings experience from sports-focused apparel companies and alternative sports leagues, including Overtime.
His appointment comes as CEO Brian Rolapp, a former NFL executive, advances a plan to modernize the Tour’s tournament offerings. Rolapp has supported a dual-track structure featuring the PGA Tour Championship Series at the top tier and the PGA Tour Challenger Series, which provides players a pathway to higher-level competition.
Most recently, Rutstein served as senior vice president of global brand and Americas marketing at Under Armour, where he oversaw global brand management and creative, Americas marketing operations, social and shoppable commerce strategy, sports marketing, and entertainment and influencer initiatives. Prior to that, he was chief brand officer and vice president of commerce at Overtime, helping grow the company’s apparel business and shaping brand strategy across multiple leagues.
“The PGA Tour is one of the most iconic brands in sports, and this is a tremendous opportunity to help shape how the Tour connects with fans in new and more meaningful ways,” Rutstein said in a prepared statement. “I’m excited to lead this team as we build a modern marketing approach that strengthens the Tour brand, drives deeper engagement, and brings new audiences closer to the game.”
Rutstein also spent nearly a decade at Adidas, where he led global and U.S. marketing, merchandising, and collaboration strategies tied to major franchises, cultural moments, and key city growth initiatives.
