Tom Jeffs
PGA Tour’s media-business man
As a University of Miami student, Tom Jeffs had an opportunity to listen to Eddie Carbone, the former executive director of the Ford Championship at Doral, speak to one of his classes. After Carbone spoke, Jeffs approached and asked him if he knew of any internships.
To his surprise, Carbone hired Jeffs shortly afterwards as a hospitality sales intern for the tournament. Jeffs’ PGA Tour career blossomed from there as he ultimately became a strategic development analyst for the New Media department.
After stints with Turner Broadcasting and Kenzie Lane Innovation, Jeffs returned to the PGA Tour in 2014, where he has remained ever since. Over the past 11 years, he has risen through the ranks — from director of digital partnerships, to senior director, media business development, to his present role as vice president, media business development, which he acquired in June 2022.
In his current position, Jeffs, along with his media business development colleagues, is responsible for the commercialization of all intellectual property that is tied to PGA Tour tournaments.
“We also seek out partners, whereby we can distribute our content and reach new audiences,” he said. “By distributing our content, we also create sponsorship opportunities for our PGA Tour partners, while driving incremental revenue, too.”
While focusing on his last three years as vice president of media business development, he is especially proud of the wide array of deals, partners and platforms that he’s been involved with. For example, Jeffs secured a distribution and sponsorship agreement with YouTube in early 2025, resulting in the creation of the PGA Tour’s first-ever creator franchise: Creator Classic Series presented by YouTube.
“I believe in transparent knowledge sharing without expecting anything in return. That’s resonated with people.”
Beyond that, Jeffs has helped expand the PGA Tour’s Free Ad Supported TV (FAST) network and brought the first immersive telecast to the Players Championship, in partnership with Cosm. Additionally, he has led, structured, closed, and operated deals and partnerships with organizations like Amazon, Facebook, Google, MLBAM/BAMTech and NBC Sports since 2022.
“I’ve had the fortune of working with great partners across the media and technology industry. As sophisticated and large as the industry is, it’s all about relationships,” he emphasized. “While no two deals are alike, all great partnerships are grounded in productive, transparent and purposeful relationships.”
His relationships have been built across the MLB, NBA, NFL and NHL, too. In particular, he’s met fellow sports business professionals through industry events and mutual partner functions. Over time, they’ve helped each other bring their specific sports to life on new technology platforms, leading to long-term, successful relationships.
“It’s important to be transparent, humble and open with what you do and don’t know, along with any preconceived notions you may have on any given topic,” he said. “I believe in transparent knowledge sharing without expecting anything in return. That’s resonated with people.”
Such transparency and openness were vital during his involvement with the launch of PGA Tour Live, the PGA Tour’s first direct-to-consumer product, along with the creation of the Official Betting Operator program. During both instances, he witnessed the significance of his transparency firsthand, while leading the deal processes of each partnership.
The bottom line? As Jeffs prepares for the future, he will continue to assist his fellow professionals and build transparent, open relationships with them. His humbleness will remain fully intact as well.
“I will try to grow and learn every day,” he said. “I don’t have a specific five- or 10-year plan.”
However, he is focused on one key passion: technology.
“I want to push the PGA Tour forward to adopt new technologies and tell deeper and more captivating stories around the best golfers in the world,” he added.
Chris Lewis
