GBR Weekly | Reviewing THE PGA Tour's Poor TV Figures in 2024, Acushnet Extend Deal With The PGA
TGL presented by SoFi brings a new sponsor onboard, Golf Pride launches limited edition James Bond themed grips, and LIV Golf's Tyrrell Hatton claims victory at the Dunhill Links Championship.
Hi GBR Community,
For the eagle-eyed amongst you were a day later in publishing the weekly newsletter. We thought we would give you ample time to read our excellent piece on the rise of the influencer in golf, which came out on Monday.
The business side of golf has been a little quiet this past week, and our thoughts and wishes go out to all those affected by Hurricane Helene, which caused such devastation last week.
We’ve picked out the top stories for you, including:
PGA Tour viewing figures - a comprehensive look at the trend in viewing figures across the TV networks in 2024 for PGA Tour coverage.
Acushnet has extended its partnership with the PGA - the long-standing partnership to help PGA professionals in the UK and Ireland, and Acushnet has been announced.
Dryvebox partners with TGL - as the league builds momentum before its debut in January, Dryebox will help fans get inspired to play golf through its mobile simulator network.
Cobra launches stealthy finishes for its King Cobra irons - new Diamondized Black Metal finishes for King Cobra MB, CB, and tour irons.
Golf Pride’s latest limited edition grips - Golf Pride grips get the James Bond treatment for fans of the super spy.
Hatton wins Dunhill Links - Tyrrell Hatton increases his chances of making next year’s Ryder Cup team with victory at St Andrews.
Yu wins at Sanderson Farms Championship - Kevin Yu records his first PGA Tour victory after a playoff with Beau Hossler.
What we are reading - the Mid-Am scene is thriving in the US, catch up on this ultra-competitive scene for players not focused on getting to the professional tours.
Breaking Down The Numbers Of The PGA Tour’s Poor Viewing Figures in 2024.
When we look back on the 2024 PGA Tour season, we’ll look to the dominant performance of Scottie Scheffler and Xander Schauffele’s breakthrough in the majors.
However, a consistent theme undermining what has been happening on the course is the poor TV viewing figures tuning in to watch live broadcasts of the PGA Tour.
In a new report compiled by Sports Business Journal’s Josh Carpenter, he examines the viewing figures across the season and explores some of the factors that may have contributed to the low numbers.
Viewership Decline on CBS and NBC
Across 16 events covering 30 weekends (one weekend was lost to poor weather), CBS’s weekend telecasts saw an average of 1.79 million viewers—a 17% drop compared to the 2.17 million in 2023.
This decrease becomes even more significant compared to last year’s non-playoff averages, which saw CBS garnering 2.09 million viewers, marking a smaller 14% drop.
Over on NBC, which aired all PGA Tour events minus the playoffs, viewership was slightly more resilient, declining by only 5%. NBC’s weekend rounds drew just over 2 million viewers, while its Sunday rounds averaged 2.35 million—a slight dip of 2% from last year.
Saturday and Sunday Numbers
The Tour’s Saturday broadcasts drew 1.5 million viewers on average, down 17% from 2023’s 1.8 million. On Sundays, including non-major events, the average was 2.2 million viewers, a decrease of 19% from the 2.7 million in the previous year. However, including major events, Sunday viewership climbed to 2.8 million.
The Role of Weather and Competing Events
Weather was a key disruptor. For instance, the AT&T Pebble Beach Pro-Am lost its final round due to inclement conditions, and multiple tournaments experienced weather delays, pushing some rounds into Monday. The RBC Heritage and the Cognizant Classic, among others, faced similar setbacks, likely impacting viewership. Additionally, late summer tournaments contended with the Paris Olympics, diverting attention from the Tour.
Digital and Streaming Growth
There are some positives to take away from this year in the form of digital engagement.
According to the Tour’s Commissioner Jay Monahan, total media consumption increased in 2024. The PGA Tour app and website saw 10% more users; overall, visits to these platforms increased by 17%.
Social media followed suit, with video views on PGA Tour platforms rising by 6%, totaling 113.1 million views. Streaming on ESPN+ also grew, with a 15% increase in average minutes watched for the PGA Tour Live content, which streams over 40 hours of golf weekly.
The Future of Measurement with Nielsen
The Tour’s broadcast numbers might soon benefit from more comprehensive audience metrics. Nielsen’s new measurement system, incorporating “big data” from streaming and OTT platforms, is projected to bolster viewership stats by an additional 17% for 2023 and an impressive 20% for 2024. This shift could provide a more complete representation of the Tour’s reach across traditional and digital channels.
LIV Golf’s Impact on Viewership
The absence of players who moved to LIV Golf, such as Jon Rahm, Bryson DeChambeau, and Phil Mickelson, may have contributed to the reduced viewership. Additionally, the ongoing tensions between the PGA Tour and LIV Golf have led to viewer fatigue.
With the golf season effectively over, no breakthrough insight between the PGA Tour and Saudi’s Public Investment Fund (PIF), and players complaining about their earnings and media rights, golf fans are more divided than ever about the game.
In summary, the 2024 PGA Tour season faced mixed results on and off the course. While linear TV viewership saw notable declines, the Tour’s digital platforms achieved growth, underscoring a shift toward streaming and online engagement.
As Nielsen’s measurement changes take effect, the PGA Tour may soon see a different story emerge in its viewership metrics, reflecting a more connected, digitally engaged audience.
Acushnet And The PGA Extend Long-Term Agreement
The PGA has announced an extended partnership with Acushnet, the parent company of Titleist and FootJoy.
This four-year extension cements Acushnet’s role as a Principal Partner of the PGA, continuing a long-standing relationship that has consistently helped professional golfers across the United Kingdom and beyond.
The extended partnership will focus on nurturing both current and aspiring PGA Professionals. In the coming years, the partnership between the PGA and Acushnet promises to deliver more innovative tools and resources for professionals, supporting their growth both on the course and in their businesses.
Ongoing professional development (CPD) programs and top-quality, high-performance equipment will help the club professional golfer as teaching practices continue to evolve, helping more amateurs to improve through lessons.
A further important cornerstone of this collaboration is the sponsorship of the PGA’s annual ‘Assistant of the Year’ award, underscoring Acushnet’s commitment to investing in the next generation of golf leaders.
Many assistant professionals and club professionals have taken advantage of the support that both Titleist and FootJoy have provided through equipment and clothing sponsorship, and Titleist’s Brand Director for the UK, Michael Creighton, has encouraged club professionals and assistant professionals to leverage the resources available within Titleist such as:
Golf ball product specialists
Club fitting education team
Titleist online university
The continued partnership between the PGA and Acushnet will ultimately help amateurs get more from their golf games when they seek out their local professionals for lessons.
“As a Titleist brand, our connection with The PGA and its Members is part of our DNA.” - Michael Creighton, Titleist Brand Director for the UK.
“Our focus will always be on unlocking and enhancing a golfer’s performance, and we hope the PGA Pro will continue to help us communicate this message and educate golfers about the importance of performance-based golf products.” - Russell Lawes, FootJoy Brand Director for the UK.
“We are delighted to continue our long-standing partnership with Titleist and FootJoy, two of the most trusted brands in golf. This collaboration underscores the synergy between our organizations, rooted in shared values and a mutual dedication to supporting PGA Members.” - Richard Barker, PGA Executive Director of Business Development.
TGL Announces Partnership With Dryvebox
Another week passes, and another new partnership is announced in the build-up to the January debut of the TGL presented by SoFi.
Dryvebox, known for its innovative mobile golf simulators, was announced last week as the league's latest partner. It has been named the league's official mobile golf simulator partner. Tiger Woods and Rory McIlroy back the league through their TMRW Sports venture.
The partnership introduces Dryvebox’s cutting-edge mobile simulators to TGL's fanbase, allowing attendees to engage with the sport wherever the league travels. Branded trailers for TGL teams like Los Angeles Golf Club, Boston Common Golf, and The Bay Golf Club will be present at various events, reinforcing community connections and building excitement around the league. These mobile units are a core part of the TGL fan experience, having already appeared at major golf events, including the Genesis Invitational and TOUR Championship.
Founded in 2020, Dryvebox has rapidly expanded, boasting 31 mobile units across the U.S. and Canada. The company’s commitment to breaking down traditional barriers to the game resonates deeply with TGL’s approach.
The technology behind Dryvebox is robust. The mobile simulators are equipped with some of the most advanced golf simulation technology, Using Full Swing’s Pro 2.0 simulators and the Full Swing KIT Studio launch monitors. Full Swing, another official TGL partner, supplies the core technology for TGL’s tech-infused SoFi Center field of play, solidifying its role in delivering a first-class golf experience both on the road and on the big stage.
“Partnering with TGL presented by SoFi and its teams is a significant milestone for Dryvebox. We share a common goal of making golf more accessible to everyone by continuing the growth that technology and alternative formats have brought to the game.” - Adeel Yang, CEO, Dryvebox.
“Dryvebox’s innovative approach to making golf more accessible complements TGL presented by SoFi’s vision of leveraging technology to create a modern approach to the game.”- Regina O’Brien, CMO, TMRW Sports.
Cobra Launches Black Edition King Cobra Irons
We are likely to see new versions of the popular King Cobra Tour and MB/CB irons launched early next year, but the current versions are going out with a bang with the release of the Black Edition Tour and MB/CB irons.
The striking black finish comes from employing Cobra’s Diamondized Black Metal finish (DBM), which is applied at the end of Cobra’s five-stage forging process.
You need not worry about the black finish being tarnished by hitting shots, as the DBM process infiltrates into the soft 1025 carbon steel, as opposed to a lacquered finish that is only applied to the surface of the steel, as has been seen in previous manufacturer’’ “blacking-out” of models.
Cobra has fitted the black PVD-finished KBS $-Taper shaft and Lamkin Crossline grip to complete the stealth look.
The MBs and CBs are traditional in their appearance at address, thin top lines, smaller heads, and no offset. The King Tour head has a bigger footprint down at the ball and is stronger lofted (2 degrees) compared to its MB and CB siblings.
Four sets are available in the Black Edition:
MB
CB
King Tour
Flow Set - 4 - 6 iron CBs, 7 - PW, MBs
Cobra will also offer a 3 iron and a gap wedge through custom orders.
Left-handed golfers can get their hands on a flow set or the MBs through custom orders.
RRP $1300 (£995, €1200) for seven irons (4 - PW). Available from 18th October.
Golf Pride Releases Limited Edition James Bond Grips
“The name is Pride, Golf Pride.” Maybe it's not as catchy as the iconic way James Bond introduces himself. However, for all the James Bond fans who enjoy golf, Golf Pride has something that will be “For Your Eyes Only.”
Golf Pride has produced a limited edition commemorative set of James Bond-inspired grips.
The standout feature is the tuxedo design at the top of the grip, while the 007 logo is built into the mid to lower section of the grip. Below the Golf Pride logo, the 007 logo is repeated but is highlighted in gold coloring.
At the butt end, Golf Pride has incorporated a spiral eye motive in hommage to the iconic opening sequence of the classic Bond films where you are looking down the barrel of a gun as Bond walks into the shot.
Golf Pride has created 14 grips, of which 13 are available for use. The last one is presented in a special gold bar display box inspired by the classic film Goldfinger.
All the grips are presented in a commemorative box featuring a picture taken from Bond’s legendary matchplay encounter with arch-villain Auric Goldfinger at Stoke Park Golf Club.
The Golf Pride x James Bond grips are fully functional and offer the same level of performance as any other grip in Golf Pride’s lineup.
Whether you want to use the grips or not is up to you, but you need to be quick to get your hands on a set, as there are only 2000 available.
The Golf Pride x James Bond special edition grips will retail at $189 (£145, €175) and are available in standard and midsize options.
You can pre-order your set via https://007store.com/, and if any sets remain, they will be available on Golf Pride’s website: https://www.golfpride.com.
Hatton Claims Dunhill Links Title
Tyrrell Hatton claimed his third Dunhill Links title after finishing at 24 under par and a one-shot victory over DP World Tour veteran Nicolas Colsaerts.
Hatton began the final round with a one-shot lead after vaulting to the top of the leaderboard with a course record-equalling 61 at the Old Course, St Andrews, on Saturday.
Hatton grew his lead after a birdie at the second but was soon joined at the top of the leaderboard after Colsaerts birdied his 3rd and 4th holes. Hatton moved ahead again with a birdie at the 5th before Colsaerts re-joined the lead with a birdie at 7.
Hatton quickly gained a 3-shot advantage as Colsaerts bogeyed the 8th hole, and Hatton birdied 10 and 11. However, trouble came quickly for Hatton, who made a double bogey on 13, followed by another bogey on 14 to see his lead trimmed before being joined at the summit of the leaderboard by Colsaerts again after the Belgian birdied the 15th.
Hatton and Colsaerts came to the last tied, and after hitting near identical tee shots, they were close to the Valley of Sin, close to the putting surface. Hatton chipped to three feet while Colsaerts opted to putt. Colsaerts overcooked his putt, leaving him with a long birdie putt, which he could not convert.
Hatton had a tricky three-footer but made light work of converting, making him the first player to win the Dunhill Links on three occasions after winning in 2016 and 2017.
With the victory, Hatton has secured his spot for the season-ending DP World Tour Championship at the Earth Course, Jumeirah Golf Estates, Dubai. Victory will also improve Hatton’s chances of making next year’s Ryder Cup team.
As a LIV golfer, Hatton is in the process of appealing his suspension and fines imparted by the DP World Tour for playing in “unsanctioned” events. However, Hatton’s appearance at the Dunhill is his fourth official start in a DP World Tour event this year, which was one of the stipulated criteria the DP World Tour imposed for any LIV golfer to have a chance of qualifying for the European team.
Hatton’s victory was also special from the perspective that he played with his dad throughout the week, as the Dunhill Links is a pro-am event. The Hattons finished in second with a cumulative score of 46 under par for the week.
"It feels good. It's actually the first tournament I have won with my dad here, it means a lot and to do it at the home of golf is really special. I'm trying not to cry to be honest, I'm a bit lost for words. I'm so happy I've got my place booked in Dubai. When I teed it up last week at the Spanish Open, I knew I needed a second on my own to have a chance." - Tyrrell Hatton, 2024 Dunhill Links Champion.
"When you have not been in a position like this for a while, yeah, you kind of forget how much it grabs you. You become a bit anxious, but at the same time, you focus and get really, really tuned in. I was able to hit amazing shots down the last couple holes." - Nicolas Colsaerts, runner-up, Dunhill Links Championship.
Yu Wins First PGA Tour Title At Sanderson Farms Championship
Chinese Taipei’s Kevin Yu came through a playoff with Beau Hossler to capture the Sanderson Farms Championship, his first PGA Tour title at the Country Club of Mississippi, and earn a spot in next year’s Masters and PGA Championship.
Yu began the final round in third spot behind Hossler and Kevin Mitchell and stayed in contention throughout the final round, shooting a 5-under 67 to set the clubhouse target. Hossler and Mitchell were also in contention throughout the final round, with Mitchell having a putt at the last hole to win outright. Mitchell’s birdie putt missed, but worse was to follow as he missed the four-foot return putt to miss out on a playoff spot with Hossler and Yu.
Hossler and Yu returned to 18 for the playoff.
Hossler pulled his tee shot left while Yu found the fairway. Yu fired his approach to 6 feet while Hossler had to engineer a shot under low-hanging branches. Hossler hit a good shot, but his ball turned over too much and ended up in a greenside bunker. Hossler splashed out to two feet and tapped in for his par, hoping that Yu might miss his birdie putt.
Yu held his composure and holed his putt to secure victory. In addition to his Masters and PGA Championship invites, Yu will also tee it up at The Sentry in Kapalua in January.
“I've been dreaming this moment since I was 5. This is the dream for all golfers, to win on the PGA TOUR. I did it today. I'm thankful for my parents. Without them, I couldn't have done that.” - Kevin Yu, Sanderson Farms Championship winner.
What We Are Reading
Question. Where do you play competitive golf but are not a professional or an amateur aspiring to be a professional, and you are bored of winning the club championship every year? The answer is you are likely to play in the Mid-Am tournaments. Dylan Dethier’s fantastic article in golf.com explores the thriving and highly competitive world of Mid-Am tournaments where golfers follow in the footsteps of the original Mid-Am pioneer, Bobby Jones.
The Dunhill Links is arguably the best pro-am tournament in the world. Played over Carnoustie, Kingsbarns, and The Old Course, St Andrews, the tournament attracts major celebrities and top professionals. The rumor mill went into overdrive last week when Jay Monahan was paired with Yasir Al-Rumayyan. Was a deal struck sorting out the merger between the PGA and PIF while the two played together? What are the views of players like Rory McIlroy, who was also playing? Bob Harig, writing in Sports Illustrated, investigates if we should get our hopes up that a deal will be broken any time soon.