Chief Commercial Officer
Sarah Hirshland began at the United States Golf Association in 2011 as senior managing director of business affairs, and is now the chief commerical officer. In her role, she oversees many of the Association's revenue-generating functions, optimizing these opportunities to elevate the value to the customer and to the USGA brand.
Areas under Hirshland's direction include the USGA's global content and media distribution, integrated marketing and communications, championship communications, content development and public relations. She oversees the USGA’s handicap computation and tournament management services, know to many as GHIN, and works closely with key USGA partner associations and more than 12,000 golf clubs in delivering these important technology services. Hirshland is also responsible for corporate partnerships, corporate hospitality, merchandise and licensing.
Prior to joining the USGA, Hirshland served as a senior vice president in charge of strategic business development at Wasserman Media Group in Los Angeles. She also worked in Wasserman’s consulting division, leading the development of sports marketing strategies for clients such as American Express, Nationwide, Nokia, Scotts and Wachovia.
Hirshland also worked for OnSport, a Raleigh, N.C.-based sports and entertainment consulting firm. One of OnSport’s first employees, she led negotiations for Nationwide’s multi-year partnerships with NASCAR and ESPN, was involved in the launch of the Wachovia (now Wells Fargo) Championship in 2002, and contributed to the USTA’s development of the U.S. Open Series.
Additionally, Hirshland was one of the founding employees of Total Sports in Raleigh, an online sports news and technology company, where she was general manager of collegiate sports business, helping to form partnerships with more than 100 universities, conferences and the NCAA.
Hirshland has a bachelor’s degree from Duke University and currently resides with her husband Keith in Peapack, N.J. They have three children.