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Len Brown’s office at the PGA TOUR headquarters in Ponte Vedra Beach, Florida, has a view that postcards would envy. It’s a long way from his Philadelphia upbringing and blue-collar neighborhood where football was the sport of choice. But after twenty years at the PGA TOUR, this is home.
Brown, chief of global business ventures, is an unlikely candidate for the office he sits in. Early on, Brown aspired to a career in rap. Friends around him blew up, like Jeffrey Townes (DJ Jazzy Jeff) and Will Smith’s Overbrook Entertainment partner, James Lassiter. Brown got his MBA instead, with the intention of starting his own record label.
A 2020 Sports Business Journal feature on Brown recounts his early career moves, from Ford to sports agency work to a role at Turner Sports that would ultimately bring Brown face-to-face with the world of golf. The piece is worth a read, but it’s his more recent years at the PGA TOUR that deserve a closer look.
Most sports suffered huge financial losses and dwindling fan engagement during the COVID-19 pandemic. But golf boomed, as social distancing requirements made it one of the few safe outdoor activities.
“COVID brought a lot of new people to the game,” Brown explains. “We still see it today. It greatly broadened the demographic of the folks interested in our sport.”
Brown has helped his sport continue to better meet fans where they are. The results speak for themselves. In the words of Brown, merchandising numbers have gone “through the roof.” Part of that growth is new fans of the game, but equally important is the changing nature of what PGA TOUR merchandise means.
“When you walked into our merch shop at a golf tournament, it used to look exactly like a pro shop,” Brown explains. “I have been fortunate to be in a position where I got to help our team think outside the box and to bring more of a lifestyle feel to our products.”
“We Are It”
People of color are still few and far between in golf. Len Brown vividly remembers a meeting from twenty years ago with Joe Louis Barrow Jr., then CEO of First Tee and son of legendary boxer Joe Lewis, and Earnie Ellison, Jr., the PGA Tour’s former director of business and community relations.
“Joe called me into a meeting and said, ‘We are it. We are the Black executives in golf. How are we going to make a difference?’” Brown recalls.
That moment underscored the weight of responsibility Brown has carried throughout his career. His success isn’t just personal—it’s about representation. Every move he makes reflects on others who share his background.
Brown relies on his faith, the support of others at the PGA TOUR, and a commitment to change stay the course. While there aren’t quotas or preferential treatment, Brown is determined to leave a legacy of inclusion. He aims to bring more people to golf, whether professionally and recreationally by casting a wider net when recruiting.
You can now find PGA TOUR-branded tennis merchandise. It may sound like an odd crossover, but Brown says it has strong sales numbers. More PGA TOUR active wear is flying off the shelves too. It’s not just about slapping a logo on a different piece of clothing. It’s about recognizing that people want to rep PGA TOUR merch in whatever they’re doing.
A critical part of Brown’s evolution and growth has nothing to do with sports, merchandising, or licensing deals. The leader says he wears his faith on his sleeve, but not in an overbearing way. He tries to be the kind of person and leader who represents his values in how he conducts himself, treats people, and makes decisions.
“Len Brown is a thoughtful, humble, and inclusive leader,” says David Cook, partner and real estate practice chair at Foley & Lardner. “We are proud to call Len a friend and client and congratulate him on his numerous achievements and contributions to the PGA TOUR.”
“I’d rather my actions speak about my beliefs,” Brown explains, who describes himself as blessed to be where he is.
That mindset shapes the way he leads. Brown is quick to credit his team and all the other stakeholders who have helped the PGA TOUR thrive. Yet it’s important to remember just how much he’s brought to his role. An MBA, an attorney, a sports lawyer, a dealmaker, a licensing expert, and a true business partner in every sense of the word. Len Brown has found his calling: doing a little bit of everything and doing it exceptionally well.
Keker, Van Nest & Peters focuses singularly on trying the most difficult, interesting, and strategic cases for our clients. Many of our cases have had a far-reaching impact on emerging technologies, and the outcomes have advanced innovation. We litigate strategically, and our reputation for trial readiness often results in favorable settlements. The firm’s areas of expertise include intellectual property, professional liability, class actions, commercial litigation, antitrust, and white-collar defense. We’re proud to partner with the PGA TOUR and work alongside Len Brown to shape the future of professional golf.
