After 20 years, "These Guys Are Good" - one of the longest standing brand campaigns in professional sports - was retired. In its place came "Live Under Par", a fresh, fan-forward brand campaign aimed at acquiring and engaging next-gen sports fans under new Commissioner Jay Monahan's leadership. The case outlines the history and structure of the Tour, detailing the brand evolution of "the world's premier membership organization for touring professional golfers." Why did the Tour shift strategy, and how is the organization delivering against its new "Live Under Par" call to action? How does this evolved positioning align with the Tour's media partners, fans, sponsors, players and events? Students are tasked to think critically about the Tour's repositioning move and the future challenges facing the sport of golf, before applying lessons from the case to a specific Tour event.