GBR Tuesday | TGL Debut: Last-Minute Partnerships, Sky-High Expectations, and the Spotlight on Rory and Tiger's Vision
Every Tuesday and Friday Morning, We Bring You the Ten-Minute Summary of What Happened Last Week in the Golf Industry While you Were Golfing.
Good morning/afternoon, friends!!! Neil and Tom here today.
Are you all ready for TGL’s big debut tonight? We’re relieved that Rory and Tiger aren’t playing in the inaugural event—otherwise, the game would have to start without them while they would be busy signing last-minute partnerships!
The new invention will star in a good portion of today’s newsletter, though we’ve also got plenty of industry news to share with just two weeks left until the PGA Show in Orlando.
Let’s get started!
1. INDUSTRY
HIDEKI MATSUYAMA PARTNERS WITH TOKYO ELECTRON AND WINS THE SENTRY WITH RECORD 35 UNDER PAR
Hideki Matsuyama began the 2025 season by announcing a new sponsorship with Tokyo Electron, a partnership emphasizing their shared commitment to innovation and global excellence. As part of the agreement, Matsuyama will feature the Tokyo Electron logo on his apparel throughout the season. Tokyo Electron praised Matsuyama’s relentless pursuit of greatness, aligning with the company’s forward-thinking vision as he continues to push boundaries in professional golf. Full press release from TEL.
The Japanese player then made a powerful statement on the course, recording his 11th career PGA Tour title with a historic win at Kapalua's Plantation Course to kick off the year. His four-round total of 257, featuring rounds of 65-65-62-65, shattered the previous record of 34-under set by Cameron Smith in 2022 and surpassed other notable performances at the venue by Jon Rahm and Matt Jones. With 33 birdies, two eagles, and only two bogeys, the 32-year-old Japan native finished three strokes ahead of Collin Morikawa. This victory builds on Matsuyama’s impressive 2024 season, which included wins at the Genesis Invitational and FedEx St. Jude Championship, along with a ninth-place finish in the FedEx Cup standings. By PGATour.com and Golf Industry Asia. More in PGATour.com.
THE 2025 PGA SHOW HIGHLIGHTS GOLF FITNESS WITH 16 COMPLIMENTARY SESSIONS
The event will cover areas such as golf fitness and health and wellness, feature cutting-edge exhibits, and offer expert-led programming from leaders like Annika Sorenstam, Dr. Greg Rose, and Tara Solongo. State-of-the-art fitness equipment and personalized wellness solutions from brands like GolfForever, Life Fitness, and TPI will also be displayed. The event aims to enhance players' performance and longevity in the sport.
Daily sessions will cover topics like biomechanics, mental wellness, and performance innovations, including the role of AI and bloodwork in optimizing the golf swing, led by experts such as Jeehae Lee and Dave Phillips. More information on all the sessions is available in The First Call.
ENGLAND GOLF RECORDED A LANDMARK YEAR IN 2024
England Golf saw a record 10,213,894 scores submitted via the World Handicap System (WHS), reflecting an 8.63% increase from 2023. Participation soared across all formats, with a 17.89% rise in 9-hole scores and a 13.67% increase in general play scores. This highlights the growing appeal of shorter game options and flexible play tracking through the MyEG app. England Golf’s focus on inclusion and accessibility is driving engagement. Chief Operating Officer Richard Flint notes, “We are doing all we can to try and drive participation in the game. The huge increase in 9-hole scores submitted shows that there is an appetite for shorter forms of the game.” The MyEG app is central to this success. It enables players of all levels to track their progress across formats, from club memberships to general play, as England Golf continues to make the sport more accessible and appealing to diverse audiences. England Golf’s annual report provides more insight.
INNOVATION DISTRICT, TO SHOWCASE CUTTING-EDGE PRODUCTS AT PGA SHOW
The PGA Show, taking place January 22-24 at the Orange County Convention Center in Orlando, will debut an exciting new feature this year: the “Innovation District.” This initiative unites the New Product Zone and Inventor’s Spotlight to highlight revolutionary golf products and inventions. With new product discovery as their top priority, attendees will explore over 100 market-ready innovations and 50 exhibits featuring groundbreaking concepts still in development. PGA of America Professionals and golf industry experts will evaluate entries, awarding accolades such as ‘Best New Product,’ ‘Best Marketing,’ and ‘Best Innovation,’ with winners announced on January 23. Organized with the United Inventors Association, the Inventor’s Spotlight will also provide inventors with expert guidance on patenting, production, and distribution, fostering innovation across the golf industry. Full program on the PGA Show website.
WORLD NO. 1 AMATEUR LOTTIE WOAD PARTNERS WITH FOOTJOY. The English golf prodigy and Curtis Cup champion has joined forces with FootJoy, committing to wear their performance-focused shoes, gloves, and apparel throughout 2025. Woad, celebrated for her top-10 finish at the AIG Women’s Open and trailblazing achievements in amateur golf, emphasized the brand’s comfort and reliability during her fitting at the Titleist Performance Centre. Her partnership with FootJoy reflects the company’s commitment to working with emerging talents as she prepares to tackle the professional stage. From Golf Business News.
UN MOUNTAIN TO UNVEIL CUTTING-EDGE PRODUCTS AT 2025 PGA SHOW. Known for innovation, Sun Mountain Sports will showcase new designs, including the Eclipse E-Series golf bags and a premium All-Weather Apparel Collection, during the 2025 PGA Show. The company’s updates will also feature the Matchplay "stealth luxury" bags and a focus on weather-ready performance apparel, adding to its lineup of the acclaimed C-130 golf bag and Speed Cart series. With a blend of functionality and cutting-edge aesthetics, Sun Mountain aims to solidify its position as a leader in golf gear innovation. More in Sun Mountain Sports.
THE BYRD TO INTRODUCE MULTI-FUNCTIONAL ACCESSORIES AT PGA SHOW. The Byrd, inspired by Southern California’s surf and skate culture, will present its latest creations at the 2025 PGA Show, including the Braided Byrd Belt and Byrd Golf Divot Clyp. Building on its success as a finalist in the 2024 Golf Pitch Challenge, the brand emphasizes stylish designs paired with ease of use for the modern golfer. These accessories, crafted with practicality and flair, aim to resonate with golfers seeking unique and functional additions to their game. More in The Byrd.
BUSHNELL GOLF LAUNCHES PRO INDOOR SIMULATOR FOR GAME IMPROVEMENT. Bushnell Golf has revealed the Launch Pro Indoor (LPi), an advanced simulator merging professional-grade accuracy with affordability. Designed in collaboration with Foresight Sports, the LPi includes cutting-edge LINK-Enabled Technology for personalized performance insights and compatibility with popular simulation platforms. Priced at $2,799, the simulator provides an accessible entry point for golfers focused on refining their skills year-round. More in Bushnell Golf.
2. CIRCUITS
COUNTDOWN TO TGL’S DEBUT: LAST MINUTE PARTNERSHIPS AND KEY DETAILS FOR THE INAUGURAL MATCH
As TGL prepares for its highly anticipated debut tonight, the league continues to strengthen its foundation with major corporate partnerships and cutting-edge digital innovations.
FanDuel, now the official sports betting partner, will integrate live odds into broadcasts, sponsor match intermissions, and provide betting options via its platform and TGL’s digital properties.
KPMG joins as a sponsor with its "Performance Insights" program, delivering advanced analytics featured prominently in broadcasts and on digital platforms. These partnerships reflect TGL’s commitment to blending technology with tradition to enhance the fan experience.
In tandem, TGL has partnered with Next League to create its state-of-the-art digital ecosystem, including an app and website featuring live stats, shot-by-shot tracking, and geolocation-based broadcast redirection.
Today’s Match: New York GC vs. The Bay GC
The inaugural match pits New York GC, featuring Rickie Fowler, Matt Fitzpatrick, and Xander Schauffele, against The Bay GC, led by Shane Lowry, Wyndham Clark, and Ludvig Åberg. Singles matches include Fowler vs. Lowry, Fitzpatrick vs. Clark, and Schauffele vs. Åberg, promising a star-studded showdown.
Today, January 7 (January 8 in Europe, Asia and Australia)
9pm–11pm ET (ESPN, Sportsnet)
2am–4am GMT, Jan 8 (Sky Sports Golf)
1pm–3pm Australian EDT, Jan 8 (Fox Sports, Kayo)
PGA TOUR CONSIDERED BRACKET-STYLE FORMAT FOR FEDEX CUP FINALE
Last Friday, January 3, Gabby Herzig in The Athletic reported that the PGA Tour had been discussing plans to replace the "starting strokes" system at the Tour Championship with a bracket-style format, potentially incorporating match play or stroke play. The proposed changes aimed to increase drama and clarity at the season-ending event, addressing criticism that the existing format, introduced in 2019, created uneven competition and confused fans. The changes were tentatively targeted for the 2025 season, part of a broader push to enhance fan engagement and storytelling.
Expanding on this, Doug Ferguson of the Associated Press revealed that players like Patrick Cantlay and Adam Scott had expressed openness to the proposed changes, while Tony Finau had voiced concerns about moving away from traditional stroke play. The discussions also considered resolving the timing conflict with the NFL season, aiming to showcase the elite 30-player field more effectively.
Field Level Media via Reuters reported that the bracket-style format might have drawn inspiration from the NCAA Tournament, allowing players to advance through rounds for a more suspenseful conclusion to the season. Although the East Lake Golf Club in Atlanta and the 30-player field were expected to remain constants, discussions had involved players, sponsors, and broadcasters, including NBC, which had prior experience with innovative formats like the Ryder Cup.
WOODS TOPS PIP STANDINGS
Tiger Woods has once again claimed the top spot in the PGA Tour’s Player Impact Program (PIP) for 2024, marking his third win in the program's four-year history. Introduced in 2020-2021, the PIP aimed to recognize players who generated the most positive attention for the tour. Despite limited play, Woods remains an unmatched force in golf's popularity and influence.
Tiger Woods Tops PIP Rankings in Its Final Year
Woods played just five events in 2024, including the four majors and his Genesis Invitational. His best finish was 60th place at the Masters.
While launching his Sun Day Red brand, woods played a key role in PGA Tour and Public Investment Fund (PIF) negotiations. Additionally, his early career was spotlighted in Hughes Norton’s book Rainmaker.
Woods earned $10M from the $50M PIP pool, a notable reduction from the previous year’s total of $100M.
Scottie Scheffler Secures Second Place Amidst a Dominant Year
Scheffler’s exceptional season included seven PGA Tour victories, wins at the Masters and the Players Championship, and an Olympic Gold Medal.
His popularity surged following his arrest outside Valhalla Golf Club during the PGA Championship, a dramatic event that did not deter him from completing the tournament.
The PGA Tour released a documentary, Scottie 24, which captured his remarkable year. The PIP paid him $8M.
Rory McIlroy Ranks Third, Capping Off a Strong Year
McIlroy, the 2023 PIP leader, finished third in 2024, earning $4.5M.
Transitioning to the Player Equity Program (PEP)
The PIP concluded as the PGA Tour launched the Player Equity Program (PEP), offering recurring equity grants to tour members starting in 2025.
Backed by a $100M annual fund through 2030, PEP will reward approximately 20 top performers annually based on multi-year performance and engagement metrics used in the PIP.
LIV FINALIZES 2025 SCHEDULE WITH EXPANDED LINEUP
LIV Golf has confirmed the final four events of its 2025 schedule, unveiling three new host sites and a returning favorite, Trump National Doral in Miami, where play will take place the week before the Masters from April 4-6. The schedule includes a notable addition at Club de Golf Chapultepec in Mexico City, a former PGA Tour World Golf Championship venue, set for April 25-27.
June 6-9 will see LIV debut at Robert Trent Jones Golf Club in Virginia, a site familiar to LPGA fans after hosting the Solheim Cup last September and previously the PGA Tour’s Presidents Cup. The season will conclude with the team championship at The Cardinal at Saint John’s Resort in Plymouth, Michigan, scheduled for August 22-24. This marks an earlier finale to avoid overlap with college and NFL football, aligning with Fox Sports' broadcast schedule—a deal expected to be announced imminently. Of the 14 events in LIV's 2025 season, six are at new venues, with the opening tournament set for February 6-8 in Riyadh, Saudi Arabia. More in LIV Golf Official Site.
THE PARENTS OF GRAYSON MURRAY ARE LAUNCHING A NONPROFIT DEDICATED TO SUPPORTING MENTAL HEALTH AND ADDICTION CARE, inspired by the legacy of the late PGA Tour player, who passed away in May 2024 at the age of 30. The foundation aims to raise awareness and provide resources for individuals facing mental health and addiction challenges, focusing on innovative research, expanded access to care, and fostering understanding. Grayson, an accomplished golfer with five wins across the PGA Tour and Korn Ferry Tour, openly shared his battles with anxiety, depression, and addiction, using his platform to inspire others. More in PGATour.
THE 2025 USDGA CHAMPIONSHIP WILL RETURN TO PGA GOLF CLUB IN PORT ST. LUCIE, FLORIDA.The tournament, which will take place from May 4 to 7, will return to the venue for its third consecutive year and feature 90 adaptive golfers in a 54-hole stroke play event on the Tom Fazio-designed Ryder Course. The PGA of America continues as a presenting sponsor, supporting the USDGA’s mission to provide golfers with disabilities the chance to compete at a high level. Registration is open until January 20 for players with a handicap index of 36.4 or lower and a WR4GD pass. More in Usdga.org.
3. EQUIPMENT
CALLAWAY LAUNCHES THE ELYTE LINE
Callaway has officially launched its new flagship range for 2025, the Elyte series. The spelling of “Elyte” is deliberate as a nod to Callaway’s co-founder, Ely Callaway, and the recognition is noteworthy as Callaway sees the Elyte range as its most technically advanced drivers and fairway woods it has ever produced. Starting with the looks, there is a definite Epic vibe with the green and white accents, but apart from that, the Elyte is breaking new ground for Callaway.
The Elyte range is powered by the following:
Thermoforged Carbon - similar to Titleist’s Proprietary Matrix Polymer (PMP) material, thermoforged Carbon is used extensively in the Elyte, Elyte X, and Elyte Max Flash heads but not the Elyte Triple Diamond. Thermoforged carbon will offer improved, stronger, lightweight features of regular carbon, helping Callaway’s engineers further manipulate mass for enhanced stability.
10X AI Face - introduced in the Ai Smoke range, Callaway used AI to create 1500 microdeflection points to aid ball speed and direction on strikes across the face. Callaway has turbo-charged the Elyte’s face, which features 25,000 microdeflection points.
New Head Shape - Thanks to Callaway’s new titanium 3D printers, the Elyte range features a more aggressive head profile. Callaway produced 75 different iterations to test aerodynamic efficiency before settling on the final production design.
The Elyte range builds on the highly successful Paradym Ai Smoke range to produce a non-compromised design that provides distance and accuracy.
The Elyte drivers will be available in four models: the Elyte, Elyte Max Flash, Elyte X, and the Elyte Triple Diamond.
All models are available starting on 17th January, with a recommended retail price of $599.99 (£480, €575), with the Elyte Triple Diamond coming in at $649.99 (£520, €626).
Callaway Elyte Irons
The Elyte iron range comprises four different models for players in the higher-handicap brackets. Callaway is doubling down on its use of AI to create ten times more control points across the face than last year’s Ai Smart Face design. For the golfer, this means more forgiveness and tighter shot dispersion for more accurate iron shots.
Callaway has utilized its Speed Frame technology, which connects the body to the topline, creating greater stiffness and maximum flexibility out of the face for enhanced ball speeds. This is coupled with Callaway’s Urethane Microsphere filling, which dampens vibration, giving the Callaway Elyte irons a premium feel and sound. Callaway has also worked on the sole contouring of the Elyte iron range to improve turf interaction and ball-striking capabilities.
Four models are available at launch. The Elyte, Elyte X, Elyte HL, and Elyte Max Flash. The Elyte iron models are also available for pre-order on 17th January, and the full retail release is scheduled for 7th February. RRP is $899.99 (£720, €867) for a six-iron set (5 to Pitching Wedge) with steel shafts and $999.99 (£800, €965) for graphite shafts.
Srixon Rolls Out 9th Generation of Z-STAR Golf Balls
Srixon has unveiled the 9th generation of its Z-STAR Series golf balls, available in stores starting February 22. The new Z-STAR lineup is engineered for enhanced performance, featuring a biomass-based premium urethane cover that provides durability and consistent tour-level performance. A standout feature is the Spin Skin+ coating, which improves greenside spin and approach-shot control through increased friction, while a stronger urethane paint resists dirt and grime. The balls are powered by the advanced FastLayer DG Core 2.0, designed to optimize spin and distance with a soft-to-firm gradient construction, catering to distinct performance needs across models.
All models feature Srixon's 338 Speed Dimple Pattern for reduced drag, improved lift, and better wind resistance. Specific models include the Z-STAR for soft feel and minimized driver spin, the Z-STAR XV for added ball speed and iron spin, and the Z-STAR DIAMOND for low driver spin and exceptional distance. The series also includes the visually distinctive Z-STAR DIVIDE with a two-tone design for superior visibility.
From February 22, $49.99, in Dunlop-Srixon website.
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