GBR Weekly | The PGA Tour’s Next Big Swing: Engaging Fans Through Content Creators
Every Tuesday Morning, We Bring You the Ten-Minute Summary of What Happened Last Week in the Golf Industry While you Were Golfing.
Good morning, GBR family,
This week, we delve deep into two stories that could shape the future of golf circuits.
First, Greg Norman has stepped down as CEO of LIV Golf. We analyze his impact on the sport and explore what his departure means for the future. Will he remain involved with LIV in some capacity?
Second, we examine the news that the PGA Tour has established a Creator Council. This development raises several important questions:
How can the golf industry connect with a younger, more digitally savvy audience and elevate the sport’s appeal to the next generation of fans?
What innovative strategies is the PGA Tour using to leverage the influence of content creators and digital influencers?
How will these new partnerships shape the future of professional golf?
This is today’s premium content for our paid subscribers.
But before diving into our subscriber-exclusive content, here are the top golf industry stories from the past week:
1. INDUSTRY
THE EUROPEAN TOUR GROUP AND TRACKMAN EXPAND THEIR PARTNERSHIP WITH THE NEXT GOLF TOUR. Building on the success of their collaboration during season two, the 2024–2025 partnership enhances pathways for emerging talents. The season three champion will secure one DP World Tour invite and six Challenge Tour invites (three for the champion, three for the runner-up), along with increased visibility through editorial, social media, and broadcast features from the DP World Tour. Sign-ups are open until the tournament starts or when the 1,000-player limit is reached, with real-time shot tracking on the live leaderboard, and more information can be found at the official Next Golf Tour site.
CHELSEA PIERS GOLF CLUB ENHANCES ITS ICONIC HUDSON RIVER DRIVING RANGE WITH INRANGE TECHNOLOGY. Known for its picturesque setting, the four-tier structure will integrate award-winning radar ball-tracking and range software, catering to practice golfers, social players, and group events. The upgrade, which will be live in early 2025, promises to expose more people to the 'fun side of golf' and elevate customer experiences. Golfers can experience Inrange technology as early as mid-December, with an official launch event planned for Spring 2025. This collaboration aims to grow the game and redefine golf entertainment at Chelsea Piers. More details are available at Inrange.
ZEN GOLF SHOWCASES CUTTING-EDGE ADJUSTABLE SURFACE TECHNOLOGY AT WGCA AND GCAA COLLEGIATE COACHING CONVENTIONS IN LAS VEGAS, DECEMBER 10–12. PGA Tour putting coach Preston Combs, recognized as one of Golf Digest’s Best Young Teachers 2025-26, will host Zen Golf’s Sam Drake at booth #119 to demonstrate the benefits of the Zen Green Stage for enhancing coaching sessions with tools like Quintic and Science & Motion. Top US universities and coaches have embraced Zen´s technology, with installations at schools like Harvard, Alabama, and Florida. Sam Drake shared that Zen is currently in discussions with dozens of collegiate programs to prepare teams for the 2025 NCAA season using innovative training tools like the Green Stage and Swing Stage, which offer benefits for both putting and full-swing practice. More details are available at Zen Golf.
HERO MOTOCORP EXTENDS ITS TITLE SPONSORSHIP OF THE HERO WORLD CHALLENGE THROUGH 2030 The PGA Tour-sanctioned event, hosted annually by Woods, will continue to be held at Albany, Bahamas, where it has been staged since 2015. Hero initially began its title sponsorship in 2014 at Isleworth Golf & Country Club before the move to Albany. Hero also renewed its association with Woods as a Global Corporate Partner, reinforcing its long-standing commitment to the sport and to Woods. TGR Live.
2. CIRCUITS
LIV GOLF PROMOTIONS: FIELD SET FOR SHOWDOWN IN RIYADH
93 players from 30 countries prepare to tee off at the second annual LIV Golf Promotions tournament, held at Riyadh Golf Club from December 12-14. This three-day, four-round competition serves as a stepping stone for emerging talent and established pros, offering coveted spots in the 2025 LIV Golf League and International Series, a platform sanctioned by the Asian Tour.
A Format for Opportunity
Day 1: 64 players from Category A will compete in the first round, with the top 20 and ties advancing to round two.
Day 2: Advancing players join Category B entrants for a fresh start, with the top 20 players moving on.
Day 3: A 36-hole shootout determines the champion, who will earn $200,000, a spot in the 2025 LIV Golf League, and eligibility to join a team. The top 10 finishers gain full exemptions for the International Series.
With a $1.5 million prize purse, this event is a high-stakes proving ground for the next generation of golfers.
Rising Stars and Seasoned Pros
The field includes a mix of young talent and seasoned veterans:
Emerging players: Santiago De La Fuente (2024 Latin America Amateur Champion), Max Kennedy (2024 European Amateur runner-up), and Luis Masaveu (top 20 amateur turned pro).
College standout: Fred Biondi, 2023 NCAA Division I Men’s Golf Individual Champion.
Experienced contenders: Chris Wood, a 2016 Ryder Cup player, and DP World Tour winners Tom Lewis, Adri Arnaus, and Martin Trainer.
Returning competitors include Hudson Swafford, who earned a 2024 Wild Card, and relegated LIV Golf players such as Branden Grace and Scott Vincent. Reserve players like John Caitlin, a key contributor to Smash GC’s Greenbrier team title, will also vie for full-time status.
“The strong interest underscores the significance of creating more opportunities in our global sport to ensure current and rising stars of the game can build their careers and compete at the highest level.” - Greg Norman, LIV Golf Commissioner.
THE LPGA’S HISTORIC REVENUE MILESTONE AND CHALLENGES AHEAD
The LPGA made history in 2023, surpassing $200 million in revenue for the first time, according to its latest tax filings obtained by Sportico. This landmark achievement reflects a significant growth trajectory, with revenues jumping from $180 million in 2022 to a record-setting $209 million last year, largely fueled by increases in tournament-related revenue ($123 million) and corporate sponsorships ($22.7 million).
Investments in Players, Prize Money, and a Changing Leadership
The league distributed $98.5 million in prize money, helping the LPGA finish 2023 with a $5.6 million surplus, though down from the $7.68 million surplus in 2022.
However, the financial outlook for 2024 is less optimistic. Golfweek reported that the LPGA anticipates a $2 million shortfall, exacerbated by the loss of Cognizant as a major tournament sponsor and the commitment to offering $131 million in prize money next year.
Leadership is also in flux, with Commissioner Mollie Marcoux Samaan stepping down after a tenure marked by notable progress but also challenges. Samaan, who earned $1.27 million in 2023, will be succeeded on an interim basis by Chief Legal Officer Liz Moore, who was paid $476,861 last year.
Navigating Growth Amid Controversy
Under Samaan’s leadership, the LPGA leaned into the growing momentum of women’s sports, significantly increasing player earnings and making bold investments in the game. Yet, her tenure was not without setbacks. The LPGA faced backlash over its attempted merger with the Ladies European Tour (LET), backed by Saudi state oil company Aramco. The merger was abandoned earlier this year, reportedly due to Aramco’s intervention. Despite the fallout, the LPGA continues its joint venture with the LET, with $18.7 million allocated to LET-related programs in 2023.
The Road Ahead
With record-breaking revenue and investments in the players, the LPGA finds itself at a crossroads. The challenge lies in maintaining its upward momentum while addressing financial shortfalls and securing new sponsorships to sustain its prize money commitments. As the league transitions to new leadership, its ability to navigate these obstacles will define its next chapter.
BRIEFS
TGL PRESENTED BY SOFI ANNOUNCES SAMSUNG AS ITS OFFICIAL SCREEN PARTNER, SHOWCASING CUTTING-EDGE LED DISPLAY TECHNOLOGY. The partnership will feature Samsung’s commercial-grade displays, including a 600-square-foot outdoor video wall, 1,250-square-foot video boards for scoring and stats, 900 feet of ribbon boards, and team bench displays. With Samsung as its 12th Official Partner, TGL joins a roster of prominent brands like SoFi, Genesis, and Best Buy. Matches begin this January, setting the stage for a transformative viewing experience that blends state-of-the-art technology with the excitement of team-based golf. TGL presented by SoFi.
THE LPGA AND USGA ANNOUNCED UPDATED TRANSGENDER POLICIES FOR THE 2025 SEASON, restricting participation in women’s events for athletes who have experienced male puberty. These changes align with World Aquatics and the World Athletics Council policies, focusing on competitive fairness in women’s sports. The updates follow advocacy efforts, including an August letter from over 275 female golfers urging organizations like the LPGA and USGA to prevent biological males from competing in women’s events. Golfweek.
SCOTTIE SCHEFFLER DOMINATES THE HERO WORLD CHALLENGE, defending his title with a final-round 9-under 63 for a six-shot victory over Tom Kim. Hosted by Tiger Woods at Albany Golf Club, the 20-player event marked Scheffler’s first start since winning the FedExCup in September and featured his experimental “saw” putting grip, which proved effective as he made 27 birdies and ranked third in Strokes Gained: Putting. 2024 showcased Scheffler’s historic dominance, including wins at THE PLAYERS, the Masters, four Signature Events, and Olympic gold in Paris. PGA Tour.
JOHANNES VEERMAN CLAIMS HIS SECOND DP WORLD TOUR TITLE with a dramatic final-round 69 to win the 2025 Nedbank Golf Challenge by one shot. Starting five strokes off the lead, the American carded six birdies and three bogeys in challenging conditions, finishing at five-under-par after safely parring the final two holes. South African Aldrich Potgieter came agonizingly close to Veerman but faltered with a triple bogey on the 12th and a closing bogey on the 18th. DP World Tour.
3. EQUIPMENT
TAYLORMADE'S QI35 DRIVERS DEBUT ON THE USGA CONFORMING LIST, CONTINUING THE CARBON-FIBER LEGACY
Tis the season for new drivers to hit the USGA’s conforming list, and TaylorMade’s latest edition has finally appeared.
The new Qi35 drivers look to continue the story TaylorMade started this year with the Qi10, which has high stability and longer drives.
Three models are available in the Qi35 range: an LS model for the faster swing speeds, the standard Qi35 model, and the Qi35 Max, which will likely be the high MOI model.
USGA conforming list pictures are never great, but it looks like the new lineup features extensive use of carbon fibre across the crown and sole. TaylorMade’s carbon face looks set to enter its fourth generation with the Qi35. Outside of that, we’ll have to wait for the official release for full details of what tech is packed into the new drivers. More details can be found via My Golf Spy.
4. EXECUTIVE APPOINTMENTS
Karrie Webb becomes an Honorary Member of The Royal and Ancient Golf Club of St Andrews, recognizing her extraordinary career and contributions to golf. The World Golf Hall of Famer, known for her Super Career Grand Slam and seven major championship wins, holds records in the Women’s Open and has mentored future champions like Minjee Lee and Hannah Green through her Karrie Webb Series and scholarship.
Golfbreaks partners with YouTuber Peter Finch as its official brand ambassador. With over 1.3 million followers and 31 million minutes of monthly content views, Finch will spotlight iconic golfing destinations and venues as part of Golfbreaks' media strategy.
Brittany Jeanis, Tournament Director of the PGA Tour's Rocket Mortgage Classic, has added VP/Golf to her title. She succeeds Jason Langwell, who served as Executive Director since the tournament's inception in 2019 and recently joined the leadership team of TMRW Sports and TGL this summer.
5. MUST READ & WATCH OF THE WEEK
Inside the design of the Titleist GT Series. My Golf Spy’s Tony Covey takes a deep dive into the design of Titleist’s new flagship drivers and fairway woods from Titleist. The article speaks to key players such as Stephanie Luttrell, Titleist’s director of metalwood development, as the GT Series heralds a new era of development for one of the major golf brands. By Tony Covey for My Golf Spy.
Rory McIlroy analyzes his season with a sit-down interview with Sky Sports. 2024 will go down as a season of missed opportunities again for McIlroy. If only he had hit an 8-iron on 15 at Pinehurst, could he have added his fifth major to his resume this year? McIlroy is always candid in his approach, and this interview is no different. Available on Sky’s YouTube channel.
The 2023 Ryder Cup was an opportunity for redemption for Team Europe. After being humiliated in 2021 by a rampant U.S. Team, Europe had to win in Rome to banish the memories. Una Famiglia is a “fly-on-the-wall” documentary that charts the build-up to Rome from a European Team perspective. Available on the official Ryder Cup YouTube channel.
6. JUST FOR PAID SUBSCRIBERS…
GREG NORMAN’S LIV GOLF CHAPTER NEARS ITS END (Subscription required)
Greg Norman, the CEO of LIV Golf since its inception in 2022, has confirmed he will step down from his role.
