To organizers of some existing tournaments, the announcement by CEO and soon-to-be Commissioner Brian Rolapp was music to their ears; to others, it likely landed as a gut punch.
The planned 2028 debut of two concurrent PGA Tour circuits—a top-tier Championship Series and a Challenger Series for players outside the elite tier—signals a fundamental shift in both tournament operations and brand positioning.
Assuming title sponsors Valspar and John Deere opt not to expand their already substantial investments, their tournaments are likely models of what a successful Challenger event could look like. Both have long emphasized community engagement and charitable impact while delivering meaningful economic benefits to their regions.
The 2026 John Deere Classic tees off next week, and for tournament director Andrew Lehman and his team, it remains business as usual.
“We remain focused on the 55th playing of the John Deere Classic next week and look forward to learning more about the changes coming to the PGA TOUR in 2028,” Lehman told me. “It is going to be an amazing week of great golf and entertainment here in the Quad Cities next week.”
Tracy West with Tournament Chairman and Pro Football Hall of Fame member, Ronde Barber and 2025 Valspar Championship Winner Victor Hovland.
I also just spoke with Tracy West, Executive Vice President of Pro Links Sports, which operates the Valspar Championship and other events. She has led the Tampa-based event for 14 years.
“Valspar really doesn’t have a reaction yet. We’re patiently waiting to learn more. And now that they’ve announced the competitive model, we know in the next several days or early next week, those conversations will start to happen with the PGA Tour,” West said.
Each title sponsor and host community will ultimately weigh its own priorities, as will existing and new media partners, when it comes to embracing a second-tier designation.
“The Challenger series will be challenging, at least in the beginning, right? Because listen, change is hard and it’s going to be different,” West added. “It’s going to take the communities and the host organizations and the title sponsors to see the positivity of still being a component of the PGA tour, what we firmly believe is the best sports property in the world.”
One immediate reality is that tournament leaders like West and Lehman will no longer be in a position to recruit the game’s established top players. Rolapp’s announcement effectively eliminates that possibility, as Championship Series players will not be permitted to compete in Challenger events—even those they have historically supported and enjoyed.
“People should take a deep breath and consider all of the good things that still come from having an event in the area,” added West. “We’re still going to have a charitable impact. Might be less. We’re still going to have an economic impact, might be less. There are still good things to come of it versus not having an event at all.”
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