GBR Weekly | PGA Tour Finds New Sponsor, Scheffler Wins Gold and New Partnerships For AI Backed Golf Coaching
We also look at major new funding announced for ShotScope, golf's first playable billboard, and exciting new releases from Titleist and TaylorMade.
Hi, GBR community,
We hope you are settling into your week. Have you been following the Olympics, particularly the golf? We witnessed an exciting final round at Golf National, but there have been other stories in the world of golf that we are happy to share with you.
PGA Tour announces new sponsor: Procore Technologies will be the new title sponsor for the first FedEx Cup fall series tournament.
ShotScope secures major investment - $8.5 million raised in private equity for the Scottish-based tech company.
Golf Digest teams with Mustard - AI-focused app from Mustard bolstered by input from Golf Digest’s top teaching coach.
DeChambeau partners with Sportsbox AI - Current U.S. Open champ becomes a partner of the tech-focused teaching app.
Golf in a railway station? - Read about the R&A’s new billboard initiative based in a major city center railway station ahead of the AIG Women’s Open.
Titleist ushers in the GT generation - Titleist has taken a bold new direction with its replacement for the TSR series.
TaylorMade updates its iron offering - New looks and sleek new finishes for TM’s player-focused irons.
Scheffler strikes gold - Scottie Scheffler storms to gold at the Olympic golf tournament with a final round 62.
Quick reads - what’s caught our eye this week that we think you will enjoy.
PGA Tour Finds New Sponsor For Nappa Event
Although the financial specifics of the multiyear agreement remain undisclosed, estimates to be a title sponsor for the fall series events typically require between $11 million and $13 million in funding annually.
Fortinet recently pulled out of sponsoring the tournament due to challenges in the cybersecurity sector. Two weeks ago, it was reported that the tour was negotiating with multiple potential partners to fill the sponsorship void. The Procore Championship will start the FedExCup Fall season in the PGA Tour calendar between 12 and 15 September.
This swift changeover was facilitated by the tour’s business development team in collaboration with CAA, showcasing the tour's willingness to step in and keep the tournament on the Fall season schedule. Procore, a renowned software provider for the construction industry, is an apt partner given its strong market presence and alignment with the tour's values.
Securing a sponsor quickly will be a relief for the PGA Tour. The tournament held at the North Course, Silverado Resort, attracts one of the stronger fields of the Fall season, with current world number 13, Sahith Theegala, defending and world number 17, Max Homa, twice a winner in previous years.
The fall schedule will also feature the new Black Desert Championship in Utah from October 10-13, expanding the official FedExCup Fall schedule to eight events from last year’s seven. Other significant events include the Presidents Cup in Montreal and the Grant Thornton Invitational, which returns in December.
Additional PGA Tour Sponsor News
We covered the story a couple of weeks ago regarding the PGA Tour’s predicament of losing some of its key sponsors, such as Wells Fargo and Honda.
Truist Financial Corporation, headquartered in Charlotte, NC, is set to replace Wells Fargo as the title sponsor for the Charlotte signature event while other key sponsorship deals are on the horizon. The Canadian Open and Heritage tournament on Hilton Head Island, both traditionally sponsored by RBC, are also in the mix for new agreements. RBC's sponsorship expired in 2024, and the Canadian bank is currently evaluating its future commitments based on the evolving landscape of men’s professional golf.
“We are thrilled to welcome Procore to the PGA TOUR family as title sponsor of an event that offers a unique combination of PGA TOUR golf and hospitality in a setting that only the Napa Valley can offer.” - Tyler Dennis, PGA TOUR Chief Competitions Officer.
“We are honored to partner with the PGA TOUR as the title sponsor of the Procore Championship. This partnership reflects our commitment to community and innovation, two values that are deeply ingrained in both construction and golf. We look forward to kicking off the 2024 FedExCup Fall Season with the Procore Championship and supporting the Napa Valley community through this prestigious event.” - Sarah Hodges, Chief Marketing Officer, Procore.
ShotScope Secures $8.5 Million Capital Investment
Shot Scope, a leader in advanced GPS, rangefinder, and shot tracking technology, has secured $8.5 million in capital, marking a significant step in its mission to enhance the golfing experience for millions. The Series B round of investing was led by Guinness Ventures, one of the largest and most trusted managers of Enterprise Investment Schemes (EIS) qualifying investments, with over 3,000 investors and over £255 million invested.
Additional noteworthy investors were Scottish Enterprise and Virgin Money, who have provided $1.9 million in debt financing to ShotScope.
The raised capital will help to propel Shot Scope’s growth through substantial investments in product development, specialist resources, and global brand marketing.
The capital will enable Shot Scope to expand its product offerings, which already include a range of GPS wearables, laser rangefinders, and shot-tracking devices. These products, designed for golfers of all skill levels, have been sold in 160 countries in 2023 alone, reflecting the global demand for Shot Scope’s innovative technology.
In addition to physical products, Shot Scope offers a comprehensive mobile app and web dashboard. These platforms provide users with:
Over 36,000 aerial GPS maps
More than 100 tour-level performance statistics
MyStrategy, a data-driven strategy builder that helps golfers refine their game plan based on personal performance data.
ShotScope already enjoys a sizeable presence in the U.S. market, with its products widely available in Dick’s Sporting Goods and PGA Tour Superstores. ShotScope has also successfully partnered with the PGA of America’s Golf Retirement Plus program and TROON Golf Network, spreading the brand’s reach further.
Furthermore, Shot Scope’s expansion in the UK and Europe is bolstered by key partnerships with leading retailers and distributors such as TGI, Foremost, PGC Group, and Dormy. These collaborations enhance the accessibility of Shot Scope’s cutting-edge technology to golfers across the region.
The new capital will also support Shot Scope's relocation to a new headquarters on the outskirts of Edinburgh, Scotland.
The move is designed to accommodate a growing team of marketing, sales, and customer service experts, ensuring that Shot Scope continues to provide exceptional service to its expanding customer base.
“This investment accelerates our mission to deliver game improvement technology to 60 million golfers around the world. Throughout 2024, we plan to invest in infrastructure, technology, and marketing across the UK, USA, and Europe, to support our retail and distribution partners.” - David Hunter, CEO, ShotScope.
Golf Digest Joins Forces With Mustard App
For 18 months, Golf Digest and Mustard have worked together to refine the app’s AI-powered features, drawing on the expertise of top-tier professionals and coaches. The result is a product that requires only a single video view to analyze a player’s swing and provide comprehensive feedback.
Once a video is uploaded, the app's AI generates a baseline swing analysis. Golf Digest’s top-ranked coach, Mark Blackburn, provides detailed explanations of any flaws picked up from the video footage and provides personalized drills. Many drills can be practised at home, making it easy for users to improve without needing constant access to a golf course. Users can monitor their progress by uploading additional swings and moving through new content at their own pace.
Justin Rose, former world No. 1 golfer and Mustard investor, played a crucial role in this collaboration. Alongside Mustard co-founder Jason Goldsmith and Golf Digest instructor Mark Blackburn, Rose helped hone the app's capabilities. Their combined efforts ensure that Mustard provides unparalleled analysis and feedback.
The Mustard app can be downloaded on iOS and Android phones. A subscription model is offered for $24.99 per month or $149.99 per year.
Subscription gives golfers access to advanced AI technology that compares their swing against 3D data models and motion capture from thousands of professional and amateur swings. No sensors or additional equipment are required—just a simple video of your swing.
Mustard was co-founded by legendary multi-sport coach Tom House, who has worked with sports icons like Tom Brady and Phil Mickelson. The app’s development has been guided by an impressive advisory board, including Mia Hamm and Clayton Kershaw, with investment from notable groups such as the Lake Nona Sports & Health Tech Fund and OneTeam Partners.
“Our mission at Mustard is to democratize the world's best coaching. We do that by partnering with the leading instructors in a sport and using our proprietary technology to deliver personalized analysis and instruction to athletes of all abilities.” - Rocky Collis, CEO and Co-Founder, Mustard.
“Golf Digest has always strived to make golf more approachable and enjoyable for everyone, and we are thrilled to be working alongside Mustard and our top instructors to further that endeavor.” - Chris Reynolds, General Manager of Golf Digest.
DeChambeau Partners With SportsBox AI
Keeping on the theme of AI technology, Joe Lemire, writing for Sports Business Journal, covered the announcement that U.S. Open winner Bryson DeChambeau has joined Sportsbox AI as a partner.
DeChambeau, known for his analytical approach and obsession with data, has been a fervent advocate for technology in sports. He credited Sportsbox AI's technology for helping him get dialled in for the U.S. Open at Pinehurst No.2.
DeChambeau’s involvement with Sportsbox AI is expected to drive the company forward, integrating new features like Foresight launch monitor data, which he has already used with the app. His insight and feedback will be crucial in refining the technology and expanding its capabilities, ensuring that golfers worldwide can benefit from data-driven decision-making.
The partnership isn't just about leveraging technology; DeChambeau's role will extend beyond being a mere ambassador. He will actively engage in producing content to educate and entertain consumers, making complex data accessible and interesting for golfers of all levels.
Leading the charge at Sportsbox AI is CEO Jeehae Lee, a former LPGA Tour pro, and Chief Science Officer Phil Cheetham, a renowned motion capture analyst. Their shared objective is to revolutionize how golfers understand and improve their swings using cutting-edge technology.
Sportsbox AI's system utilizes a single, 2D smartphone video to assess 3D swing mechanics, providing a comprehensive analysis without the need for bulky equipment or complex setups.
Golfers can create videos or upload existing swings from their library onto the Sportsbox app, which is available for iOS and Android.
Golfers can then find a coach within the app or hook up with their existing coach by getting them to join Sportsbox. From there, the golfer’s swing can be analyzed, and the coach provides tips on where the golfer can improve.
An annual subscription fee of $110 gives the golfer full access to all the features within the Sportsbox app.
For Sportsbox AI, the partnership with DeChambeau is a testament to innovation and proof of concept. The next phase will be to continue to develop tools that provide deep insights into swing mechanics and high-level golf analysis, making it possible for golfers of all skill levels to improve their game with precision and confidence.
"After seeing the power of data-driven decision-making in my golf swing, I really wanted to be part of the company to build the future of golf with them." - Bryson DeChambeau, 2024 U.S. Open winner.
"Bryson is an incredibly rare combination of obsession with data and an analytical approach to everything in life, paired with creativity and imagination way beyond an average person. He already has a clear vision for how our products can be further developed to help golfers of all levels. This alignment with our own vision for the future made the partnership a no-brainer. Collaborating with a visionary who has a true passion for innovating in the game is a dream for us." - Jeehae Lee, CEO, Sportsbox AI.
Golf’s First Playable Billboard
The R&A has unveiled the world's first playable golf billboard at Edinburgh Waverley Train Station, offering fans a unique opportunity to experience the thrill of playing the iconic Old Course at St Andrews.
The innovative installation, part of the AIG Women’s Open's new "Never Stop Playing" campaign, reimagines how golf enthusiasts can engage with the sport, elevating excitement for both new and seasoned fans alike.
Designed to resemble a traditional advertising board, the installation is, in fact, a fully functional golf simulator. It recreates the experience of playing the par-3 8th hole of the Old Course, which will host the AIG Women’s Open between August 21st and 25th.
Participants can grab a club and ball and take a swing. The simulator will then show the shot’s flight, where the ball lands on the green, and proximity to the hole on a large LED screen, which is the same dimensions as other electronic billboards located in the train station.
The experience isn't just for show; it’s a competitive challenge with a real-time leaderboard tracking the nearest-to-the-pin shots. Those who do well in the challenge are rewarded with a pair of tickets for Sunday’s final round and an even more exclusive opportunity—the chance to serve as an official walking scorer for one of the groups during the final round at St Andrews. For those less experienced, the furthest-from-the-pin challenge offered prizes, making the activation accessible and enjoyable for all.
The R&A’s objective for the billboard was not only to get existing golfers involved but also to create a curiosity factor in the Waverley Train Station, which meant that non-golfers were also being engaged and encouraged to have a shot.
The R&A's initiative has provided a unique and immersive experience for golf fans and served as a visual representation of the “Never Stop Playing” campaign's message. By compiling all the shot tracers from the day's play onto the billboard screen, the installation created a visual display celebrating the variety of shots that had been played throughout the day, reflecting the scope of golfers and non-golfers who were willing to have a go.
“This activation brings the excitement of golf to a whole new level, allowing players to experience the thrill of golf in a fun and interactive way. As part of our new 'Never Stop Playing' campaign, we gave both new and longtime fans the opportunity to engage with the AIG Women’s Open like never before, reaching new audiences and enhancing their connection to golf.” - Zoe Ridgway, Championship Director, AIG Women’s Open, The R&A.
“This looks like such a fun and innovative concept from The R&A. The playable billboard is a brilliant idea to introduce more people to golf and get them excited about the AIG Women’s Open. It's initiatives like these that will keep our sport growing and evolving.” - Georgia Hall, 2018 AIG Women’s Open champion.
Titleist Launches The GT Series
Officially launched on 1st August, the new GT Series from Titleist brings a new level of performance for golfers.
The big story is Titleist’s use of a new Proprietary Matrix Polymer (PMP), which is a material with similar properties to carbon and is used in the aerospace and car industry.
Using PMP has allowed Titleist to maintain the sound and feel golfers have become accustomed to from titanium drivers. However, with PMP being lighter and stronger than titanium, Titleist engineers have repositioned the saved weight more effectively in the heads to create more forgiveness (GT2) and faster ball speeds (GT3, GT4).
PMP makes up the crown of the new GT Series, which wraps into the driver's chassis, creating what Titleist calls a Seamless Thermoform Crown. In layman's terms, there is no visible join or seam between the new PMP material and the rest of the chassis.
Additional technologies within the GT Series are:
Improved aerodynamics in all the heads to create faster clubhead speeds
Improved Speed Ring technology increasing ball speeds from the center of the clubface
Variable Face Thickness (VFT) technology to help maintain high ball speeds on off-center hits
Three driver models are available at launch:
GT2 - Offers a bigger footprint behind the ball, giving it a more forgiving look but with the speed performance from Speed Ring and VFT technology.
GT3 - Lower spinning than the GT2 thanks to a deeper face and more pear-shaped head. Moveable weights are positioned close to the face of the driver to improve ball speeds.
GT4 - The low spinning bomb monster. Smaller head (430cc) promoting workability.
Titleist has also launched the GT2 and GT3 fairway wood range, which also features the new PMP material.
The GT Series is available for custom-fitting now and will be available on general release from 23rd August.
RRP Drivers: $649 (£510, €600) Fairway woods: $399 (£315, €365)
More information on the GT Series is available at:
TaylorMade Releases New P- 770 and P-7CB Irons
TaylorMade’s iron offering is bolstered by the arrival of the new P-770 and P-7CB irons, which feature sleek new designs and finishes.
P-770
The P-770 is a smaller-headed version of the popular P-790 player's distance iron. It is aimed at golfers who are looking for a traditional-looking iron that is still packed with technology. The new P-770 offers a thinner topline and a redefined tighter leading edge to create better turf interaction.
The P-770 still features TaylorMade’s speed foam technology to increase ball speeds while improving feel, a 41-gram tungsten weight to improve CG, and SpeedPocket technology in the sole to improve ball speed and spin from strikes low in the face.
P-7CB
Forged from 1025 soft carbon steel to provide the softest feel, TaylorMade has increased the blade length in the longer irons for more forgiveness and has less offset compared to the previous CB model. The P-7CB also benefits from TaylorMade’s new, tighter leading-edge modelling to improve turf interaction.
TaylorMade has created two pockets in the sole of the P-7CB iron, filled with tungsten and a metal matrix composite, improving the center of gravity.
Both models are finished in TaylorMade’s striking Tour Satin Scratch finish and are available for custom fitting in right and left-handed options.
RRP P-770: $1399.99 (£1100, €1280), P-7CB: $1399.99 (£1100, €1280)
More information on the new P-770 and P-7CB irons are available at:
https://www.taylormadegolf.com
Scheffler’s Golden Year Continues
Six-time PGA Tour winner, second U.S. Masters, and now, Olympic gold medalist. If you had told Scottie Scheffler on 1st January 2024 that this is what he would have achieved so far, surely he wouldn’t have believed it. Few would.
Scottie Scheffler stormed to the gold medal at Le Golf National, Paris, with a scintillating final round 62 to claim the gold medal and pip Great Britain’s Tommy Fleetwood by one shot and Japan’s Hideki Matsuyama by two shots.
The final round saw Scheffler start with a four-shot deficit from overnight leader Jon Rahm, but Scheffler made a quick start, reeling off three birdies in the first three holes to enter the picture. Scheffler played the rest of the front nine in level par to go out in 33, which was overshadowed by Rahm’s impressive 31 shots, leaving Rahm as the strong favorite for the golf medal.
However, there was to be a reversal of fortunes on the back nine. Rahm matched Scheffler’s birdie at ten, but the wheels quickly fell off Rahm’s wagon with bogeys at eleven and twelve while Scheffler picked up another shot at twelve.
Scheffler then went on a four-hole birdie streak from fourteen through seventeen. His birdie at seventeen gave him the outright lead for the first time in the final round, and a par on eighteen meant he had set the benchmark at nineteen, covering the back nine in 29 shots and posting a final round 62.
As Rahm further imploded with a double bogey on fourteen, Great Britain’s Tommy Fleetwood emerged as the closest contender and joined Scheffler on the nineteen under-par mark. However, a costly bogey at seventeen dropped him one shot back. Fleetwood couldn’t find a birdie at the eighteenth, meaning he would have to settle for the silver medal.
Hideki Matsuyama fought back after a third-round 71 with a closing 65 to claim the bronze medal.
Local favorite Victor Perez came up one shot shy of claiming the bronze for France after an inward 29 featuring an eagle on fourteen. Rory McIlroy was in the mix, but an ugly double bogey at the fifteenth killed off his slim hopes of achieving a medal.
Defending Olympic champion Xander Schauffele had been in the mix for most of the week until he finally ran out of steam with a closing 73.
An emotional Scottie Scheffler accepted his gold medal with his wife, three-month-old son, Scheffler’s parents, and in-laws watching on.
“It was just very emotional being up there on stage there as the flag is being raised and sitting there singing the national anthem. Yes, that's definitely one I'll remember for a long time.” - Scottie Scheffler, Olympic gold medal winner.
“Standing on that podium with a medal in front of the crowd was one of the most amazing moments I've had as a golfer. So I'll remember all those times for the rest of my life.” - Tommy Fleetwood, Olympic silver medalist.
What We Are Reading
Jared Doerfler at Perfect Putt provides some great insight into the numbers behind golf. His latest piece looks at the earnings in the professional game, which has come under close scrutiny since LIV came into existence. Jared’s analysis looks at all the major tours and how earnings have changed in recent years.
Was the Olympics a breath of fresh air to the world of golf? A tournament not carrying the burden of large sums of money to attract the best in the game to compete provided a fresh challenge for those taking part. James Corrigan’s article in The Telegraph carries an interview with Rory McIlroy giving his views on competing at Golf National for Olympic Gold.