When Bryan Karns talks about the Ryder Cup, his energy is palpable. As the Championship Director for the 2025 Ryder Cup at Bethpage Black, he’s living in what he calls “crunch time”—the culmination of more than three years of planning. “It feels like every second of every day I’m breathing this event,” he told me. “But honestly, it’s the most exciting time because it’s all coming together. You’re seeing years of ideating and planning come to life, and a golf course really be transformed.”
For Karns, who has spent 15 years with the PGA of America, the Ryder Cup is unlike any other event in golf. He cut his teeth at the 2007 PGA Championship and has since managed some of the sport’s biggest events. But it was his first Ryder Cup, at Valhalla in 2008, that convinced him of its singular magic.
“This event is bigger than any one player,” Karns said, recalling Tiger Woods’ absence that year. “So much of it is about the environment that’s created. It’s a little difficult to articulate what makes it special, but people who’ve been there know that feeling. Whether it’s 25,000 people surrounding the first tee at 7 a.m., chanting ‘U-S-A’ and ‘Europe,’ or the emotional outbursts you see from golfers, it’s something even Super Bowl veterans will say they’ve never experienced before.”
Over the years, Karns has seen legends made in these high-pressure moments—from Justin Leonard’s iconic putt at Brookline in 1999 to the electric partnership of Phil Mickelson and a then-rookie Keegan Bradley at Medinah in 2012. “I keep waiting to get tired of this event,” he admitted. “But in my mind, it’s only continued to grow. In golf, it’s this one sort of untouched unicorn.”
This year’s Ryder Cup promises to be the biggest yet, thanks in no small part to its location. Bethpage Black, the legendary Long Island public course, has long been known as golf’s great equalizer. “Bethpage represents the ultimate in equity,” Karns explained. “Any New York State resident can play a Ryder Cup course for $90 on a weekend. That’s very different from some of the exclusive clubs where we’ve staged majors.”
That accessibility is part of what has made the lead-up to this Ryder Cup so unique. Karns described the 24-hour campsite of golfers sleeping in the parking lot just outside of his temporary office to secure tee times. “The average age of those camping out has been about 27 or 28—young fans who are excited about the game. That kind of energy is exactly what we want the Ryder Cup to represent.”
The PGA of America is also taking the Ryder Cup beyond the course with New York City activations. Most notably, a four-day fan experience at Rockefeller Center will bring the competition into the heart of Manhattan. “We’ve never really gone down that path before,” Karns said. “But we felt like if we’re going to continue to grow this event, we need to take the magic of Bethpage and drop it in other places. And what better place than Rockefeller Center, with NBC right there and some of the highest tourist foot traffic in the country?”
There are also official watch parties across Manhattan, designed to connect with younger fans and make the Ryder Cup a broader cultural moment. “It’s as much about the experience as it is about golf,” Karns emphasized. “We want people to walk away and say, ‘That was a must-attend event.
The Ryder Cup has always been an attractive platform for global brands, but the scale of involvement has grown in step with the event’s popularity. For Karns and his team, the goal is authentic integration—finding ways for sponsors to enhance the fan experience rather than distract from it.
“There are really three lanes,” Karns explained. “One is brand visibility, but done in ways that don’t feel like it’s just in your face. Another is hospitality, which has changed dramatically. Fifteen years ago, some hospitality tents didn’t even have a view of the course. Now, every partner experience is designed around golf.”
“We’ve created opportunities that range from helicopter programs flying clients in from Manhattan, to exclusive speakeasy lounges sponsored by beverage partners, to premium hospitality chalets,” Karns said. “But we’ve also added ways for brands to connect directly with their wider customer base—like BMW’s Owners Club, which gives hundreds of local customers access to special viewing suites.”
The balance, Karns noted, is making sure activations are “really additive,” enhancing the event for fans while giving brands a platform that feels organic. “We want people to walk away and say, ‘That was really cool.’ Not, ‘Why was there a massive showroom in the middle of the entrance?’”
This year’s worldwide partners reflect the breadth of industries that the Ryder Cup now attracts—The participation of Aon, BMW, Capgemini, Citi, DP World, SAP, and Rolex underscores how the tournament has evolved into a platform where finance, technology, mobility, and luxury converge on the global stage.
For all its spectacle, the Ryder Cup also leaves behind lasting impact in the communities where it’s held. In New York, Karns has been focused on ensuring the event benefits not just Bethpage and its fans, but the broader region.
“There’s no question about the economic impact—hotels, restaurants, and tourism all benefit,” Karns said. “But we also want to create something that lasts. That’s why we’ve given away 500 tickets a day through our ‘People’s Perk’ program to first responders, public officers, and juniors from underserved communities.”
The PGA of America REACH Foundation, the 501(c)(3) charitable foundation of the PGA of America, also plays a key role, with initiatives spanning military support, youth programs, and diversity and inclusion efforts. “One of the most powerful programs is PGA HOPE, which trains PGA professionals to work with veterans as a form of rehabilitation,” Karns explained. “It’s not just about fundraising—it’s about directly changing lives.”
Karns has also made it a priority to connect with local leaders to identify programs in underserved areas that can benefit from the Ryder Cup’s spotlight. “We want to make sure the impact isn’t just felt for one week, but that we leave behind something meaningful,” he said.
As the September tournament approaches, Karns admits he feels the same mix of excitement and nerves as the fans. “When I run a PGA Championship, I’m cheering for good competition,” he said. “But the Ryder Cup is different. I live and die with what happens inside the ropes. When our guys are playing well, when they’re hoisting that trophy Sunday night—that’s everything.”
With a New England born captain in Keegan Bradley bringing his fiery energy to New York, Bethpage’s reputation as a people’s course, and activations extending all the way to Rockefeller Center, the 2025 Ryder Cup is poised to be one of the most memorable in history.
“It’s hard to imagine a world where I’d get to be part of something like this,” Karns reflected. “But I know that when it’s all over, this will be a career highlight—and something that shows just how special the Ryder Cup really is.”
