Stabilize and strengthen a narrative

Following the announcement of the PGA TOUR's agreement with the Saudi Public Investment Fund, BPI supported the TOUR in setting the record straight on the details of the deal for key audiences, including fans, players, sponsors, and the media. Our strategy involved distilling complex information into clear, comprehensible messages, and ensuring these were disseminated consistently across various communication channels. This approach helped us drive a single narrative and point of view, move at the speed of the conversations, and inform and persuade key audiences.

As the narrative began to stabilize, BPI supported the TOUR's leadership, including the Commissioner, in shifting focus towards a broader, positive vision for the future of professional golf.

By offering strategic advice and support, we helped the PGA TOUR successfully manage Senate hearings, board transitions, and key business initiatives. This phase included executive communications at major events, including The New York Times’ DealBook Summit, aimed at reinforcing the sport's transformative changes. Continuing our support, BPI helped roll out significant new initiatives such as the $3 billion investment by the Strategic Sports Group and the creation of PGA TOUR Enterprises. Notably, we supported the launch of the Player Equity Program, a first in professional sports that allows players to become owners of their league, marking a significant evolution in how athletes engage with and benefit from their sports.