GBR Friday | How Trump´s Second Term Will Reshape Golf´s Industry
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, GBR community!
The PGA Show wraps up today—we hope it’s been a productive week for all who attended!
Let’s dive into today’s bulletin.
Industry
Circuits
Equipment
People to Watch
Must Read and Watch
Just for Paid Subscribers: Trump´s return and its impact in the industry [Subscribe here to keep reading].
1. INDUSTRY
AFRICA GOLF SAFARI: EXPLORING THE INTERSECTION OF WORLD-CLASS GOLF AND UNIQUE ADVENTURES
FEATURED | Africa is becoming a sought-after destination for golfers looking to combine their passion for the sport with unforgettable adventures in nature. Playing golf on the continent offers more than just a game—it’s an immersive experience set against breathtaking landscapes and extraordinary wildlife.
Africa GolfSafari, a company with roots in both the UK and Zimbabwe, combines world-class golf courses with opportunities to explore the continent. Founded by Africans with a deep passion for their homeland, this is what they offer:
Elite Courses: Iconic venues like Fancourt and Pinnacle Point.
Big Five Safaris: Wildlife tours showcasing game drives and luxurious lodges.
Tailored Travel: Packages designed for solo golfers, families, and groups.
Beyond crafting bespoke adventures, Africa Golf Safari is passionately committed to conservation and philanthropy. They work to preserve Africa’s diverse ecosystems, protect wildlife habitats, and empower local communities through development and education initiatives. This holistic approach ensures that trips contribute to the continent's well-being and its people.
🦁 For more information, visit Africa Golf Safari. ⛳
PGA OF AMERICA PARTNERS WITH PREMIER GOLF TO EXPAND GOLF TRAVEL INITIATIVES
The PGA of America has announced a strategic partnership with Premier Golf, a division of the global golf travel leader Your Golf Travel. The partnership establishes Premier Golf as the "Official Golf Vacation Partner of the PGA of America" and aims to enhance golf travel experiences while supporting the PGA’s 30,000 professionals. The collaboration targets North America's $40 billion golf tourism market, offering new opportunities for PGA professionals and the wider golfing community. By leveraging the PGA of America’s brand and marketing assets, the partnership will raise Premier Golf's profile and bolster its expansion across the United States.
The partnership will empower PGA professionals to offer enhanced travel incentives to their members and students, helping to grow interest and participation in golf. “PGA of America Golf Professionals often serve their members and students through organized golf trips, enjoying the incredible golf destinations we all love as avid golfers,” said Don Rea Jr., President of the PGA of America. “We look forward to expanding our relationship with Premier Golf, which has supported our Golf Retirement Plus Program for over 20 years.” Premier Golf will officially kick off the partnership during this week’s PGA Show, with a PGA Member Reception on January 22. More information is available via the PGA of America.
RANGEGOATS GC ANNOUNCE SWANNIES GOLF AS OFFICIAL APPAREL PARTNER
RangeGoats GC, led by captain Bubba Watson, has unveiled a multi-year partnership with Swannies Golf, naming the golf clothing brand as the team’s official on-course apparel partner for the 2025 LIV Golf season. The partnership kicks off with the release of five custom team polos, which will be worn by RangeGoats players during competitions and are also available for purchase at Swannies.co and LIV Golf events. Fans can look forward to additional designs and products being launched throughout the season.
“Swannies and the RangeGoats coming together feels like a natural fit,” said Bubba Watson. “Both sides are passionate about golf and making the game fun and inviting. Working on the first round of custom polo designs with them was special, and it means a lot to know that, for the first time, fans can also buy the same gear we wear on the course.” Since its founding in 2015, Swannies Golf has focused on delivering modern, laid-back styles to golfers, aiming to make the game more approachable. With over 2,500 stores in the U.S. and Canada now carrying its products, Swannies has become a go-to brand for golfers seeking affordable, versatile apparel for both on and off the course. The RangeGoats also announced the full-time addition of Ben Campbell, last year’s LIV Golf reserve and International Series standout. The team will begin its 2025 season with events at LIV Golf Riyadh in February, donning its new Swannies-designed apparel. Full press release available at LIV Golf.
PING PARTNERS WITH RANDOM GOLF CLUB TO BRING NEW EXPERIENCES AND EQUIPMENT TO A GROWING GOLF COMMUNITY
PING and Random Golf Club (RGC) have announced a new partnership aimed at connecting golfers of all skill levels through innovation, authenticity, and community-driven experiences. PING has been a pioneer in the golf industry, renowned for clubs such as the original Ping Anser and Eye 2 model. The current Ping lineup includes the newly launched G440 series of drivers, fairway woods, hybrids, and irons. Random Golf Club, founded by filmmaker and golf enthusiast Erik Anders Lang, has grown into a global movement, bringing golfers together to share their journeys and foster inclusivity within the game. The partnership will deliver a mix of events, content, and co-branded gear that reflects both brands’ values. Erik Anders Lang, the driving force behind RGC, shared his enthusiasm for the collaboration: “PING really cares about what we’re doing at RGC. This isn’t like any other company we’ve worked with before. I’ve just been fitted for a full PING bag—putter, wedges, irons, woods, hybrid, and driver—and I’m excited to see where it takes my game.”
PING and RGC plan to host unique events across the globe, offering golfers exclusive opportunities to connect and share experiences. Additionally, the collaboration will feature co-branded gear, providing players with the best equipment to elevate their performance. Exclusive content showcasing the partnership’s vision and stories will also be shared across their platforms. Full press release.
PGA TOUR INVESTS IN CONECTD GOLF, NAMES IT OFFICIAL PUTTING TECHNOLOGY PARTNER
The PGA Tour has announced a strategic investment in CONECTD Golf, a subsidiary of the newly established CONECTD Sports Holdings. The new partnership designates CONECTD Golf as the “official putting technology of the PGA Tour.” CONECTD Golf specializes in embedding state-of-the-art sensors into golf equipment, initially focusing on putters. These sensors collect 26,000 data points per swing, offering players detailed analytics on their putting strokes—data typically available only at advanced instructional facilities. As of today, these sensors are featured in smart putters manufactured by LEMERLE Golf, another subsidiary of CONECTD Sports Holdings. LEMERLE putters are currently used by 25 professional players worldwide and are targeted at both professional and consumer markets. While LEMERLE Golf operates primarily as a direct-to-consumer brand, CONECTD Golf plans to expand its influence by partnering with original equipment manufacturers (OEMs). This strategy aims to integrate its sensor technology into a broader range of golf equipment, advancing its mission to make elite-level analytics accessible to more players.
2. CIRCUITS
THE OPEN RETURNS TO ST ANDREWS IN 2027 FOR THE 155TH CHAMPIONSHIP
The R&A has announced that The 155th Open will be held at the iconic Old Course in St Andrews from July 11-18, 2027. St Andrews will host the Championship for the 31st time, which marks a return to the Old Course since the 150th Championship was held in 2022 and won by Cameron Smith.
Historic Milestones
The 2027 Open will mark the centenary of Bobby Jones’ legendary victory at St Andrews in 1927. Jones triumphed by six strokes, successfully defending the title he had won the previous year. The announcement also follows the record-breaking success of the 150th Open in 2022, which saw 290,000 fans gather at the Old Course. “There is something incredibly special about The Open being played on the Old Course,” said Mark Darbon, Chief Executive of The R&A. “St Andrews is the home of golf and provides a unique atmosphere for fans and players alike. It promises to be another milestone occasion at one of sport’s most historic venues, and we will ensure it is a memorable experience for all involved.”
Economic Impact and Global Reach
The 2022 Championship brought over £300 million in economic benefits to Fife and Scotland, driving tourism and providing vital income for local businesses. It also showcased Scotland to a global television audience of over 80 million viewers. Business Minister Richard Lochhead highlighted the importance of The Open, noting that the last ten Opens in Scotland have collectively contributed £1.36 billion to the economy: “This is great news for the home of golf,” Lochhead said. “The staging of the Championship in 2027 will have a significant and positive economic impact on the region, reinforcing Scotland’s reputation as a global leader in golf and events.”
The Old Course at St Andrews has been a central figure in the history of The Open since hosting the Championship for the first time in 1873. That year, the tournament became the first to be played over an 18-hole course, with Tom Kidd emerging as the winner.
DETROIT’S PGA TOUR EVENT RE-BRANDS TO ROCKET CLASSIC
Detroit’s annual PGA Tour tournament is entering its seventh year with a new name: the Rocket Classic. The rebranding follows a refreshed identity unveiled by title sponsor Rocket, unifying its diverse services under a simplified and cohesive brand. The Rocket Classic, scheduled for June 25-29 at Detroit Golf Club, will continue its fundraising efforts for local initiatives. Since its inception in 2019, the tournament has raised nearly $10 million for Detroit-based nonprofits, including $6 million dedicated to the “Changing the Course” initiative, which aims to eliminate the city’s digital divide. The tournament’s updated website, RocketClassic.com, complements the rebranding, while its social media presence remains unchanged at @RocketClassic across all platforms.
NETFLIX ANNOUNCES RELEASE DATE AND CAST FOR SEASON 3 OF ‘FULL SWING’
The third season of Netflix´s popular golf documentary series, Full Swing, will premiere on February 25, 2025. This season promises to be the most star-studded yet. It will feature the biggest names in golf and deliver an intimate look at the drama and triumphs of the 2024 golf season across the PGA Tour and LIV Golf League.The season’s cast includes world No. 1 Scottie Scheffler, U.S. Open champion Bryson DeChambeau, and fan-favorite Rory McIlroy. Returning star Joel Dahmen will also appear alongside rising talent Ludvig Åberg, Rickie Fowler, Tony Finau, Min Woo Lee, and Minjee Lee, among others. A total of 19 players will be featured, making this the series’ most expansive lineup to date. Netflix promises an array of dramatic storylines from the 2024 season. Highlights include:
Scottie Scheffler’s historic PGA Tour season, including his arrest at the PGA Championship.
Rory McIlroy’s emotional highs and lows, both on and off the course.
Bryson DeChambeau’s transformation from anti-hero to fan favorite.
Keegan Bradley’s redemption journey following his heartbreaking 2023 season.
Other notable narratives include Min Woo Lee and Minjee Lee’s quest to become the first brother-sister duo to compete in the Olympics, Sahith Theegala’s career-altering decision that cost him millions, and Gary Woodland’s battle to return to golf after overcoming a brain tumor. Since its debut in 2023, Full Swing has witnessed a slight drop in viewership from 53.1 million hours in season one to 28 million in season two.
Complete Cast List for Season 3:
Ludvig Åberg
Keegan Bradley
Joel Dahmen
Bryson DeChambeau
Wyndham Clark
Tony Finau
Rickie Fowler
Adam Hadwin
Min Woo Lee
Minjee Lee
Shane Lowry
Rory McIlroy
Justin Rose
Scottie Scheffler
Neal Shipley
Nick Taylor
Sahith Theegala
Justin Thomas
Camilo Villegas
Gary Woodland
PGA TOUR ANNOUNCES 2025 PLAYER ADVISORY COUNCIL
The PGA Tour unveiled its 16-member Player Advisory Council (PAC) for the 2025 season on Tuesday. The PAC plays a critical role in advising the PGA Tour Policy Board and Commissioner Jay Monahan on matters affecting the tour and its players. The election of the PAC Chairman and the announcement of PAC Subcommittees will be made at a later date.
2025 Player Advisory Council Members:
Sam Burns
Eric Cole (First term)
Trevor Cone (First term)
Rickie Fowler
Brian Harman
Charley Hoffman
Max Homa
Kevin Kisner
Max McGreevy (First term)
Maverick McNealy
Keith Mitchell
Seamus Power
Scottie Scheffler
Brandt Snedeker
Justin Thomas
Gary Woodland (First term)
Eric Cole, Trevor Cone, Max McGreevy, and Gary Woodland join the PAC for the first time, while returning members include Sam Burns, Max Homa, Scottie Scheffler, and Justin Thomas. The PAC’s duties remain unchanged for 2025. It will continue to act as a key advisory body, consulting with the Policy Board on tournament policies, rules, and the overall direction of the PGA Tour. More information available via Pgatour.com.
LIV GOLF RIYADH TO OPEN 2025 SEASON WITH NIGHT GOLF UNDER THE LIGHTS
The 2025 LIV Golf season will kick off with LIV Golf Riyadh, set to take place under the lights at Riyadh Golf Club from February 6-8. The decision to hold the event at night was driven by LIV Golf’s new U.S. television partner, Fox Sports, aiming to align broadcast times with American audiences. The tournament will tee off at 6:15 PM local time in Riyadh, translating to a 10:15 AM start on the U.S. East Coast. This move, however, places Australian viewers in an awkward 2:15 AM time slot.
A source close to Fox Sports leadership explained the reasoning: “You can’t tape delay events, not in 2025. If it’s not live, it’s a ratings killer.” Like many other professional tours, LIV Golf has faced challenges with television ratings. In 2024, Sunday PGA Tour ratings dropped by 19%, while LIV Golf’s partnership with the CW in 2023 struggled to gain traction. Last year, only 89,000 viewers in the U.S. tuned in to watch Jon Rahm win the LIV individual championship in Chicago—less than one-seventh of the audience for the Solheim Cup that same weekend. The move to Riyadh Golf Club marks a departure from LIV’s prior events in Saudi Arabia, which have been held at Royal Greens Golf & Country Club in Jeddah over the past three years. Last year’s Saudi event saw Torque GC captain Joaquín Niemann claim the individual title, while Bryson DeChambeau’s Crushers GC secured the team victory.
TGL OUTPACING COLLEGE HOOPS AND GOLF RIVALS WITH YOUNGER VIEWERSHIP
Early data from the TGL's inaugural season reveals that the league outperforms comparable sports programming on ESPN, drawing younger viewers and delivering promising results in the coveted 18-49 advertising demographic. Sports Business Journal’s Austin Karp reports that through its first three matches, TGL is averaging 869,000 viewers per broadcast, a figure 50% higher than the college basketball programming aired in the same time slots on ESPN in 2024. Tuesday night’s Atlanta Drive vs. New York GC matchup, which averaged 682,000 viewers, was the league’s lowest-rated event to date but still significantly outperformed a Texas-Oklahoma men’s basketball game in the same window last year, which drew 456,000 viewers. The TGL match peaked at 728,000 viewers between 8:15 and 8:30 PM ET.
Perhaps the most striking metric is TGL’s ability to attract younger viewers, with a median audience age of 51. This is notably younger than the PGA Tour and LIV Golf, which have a median viewer age of 63. TGL’s median age is comparable to major sports properties like the NBA (50) and NHL (52) and outpaces others, including MLB (60) and the WNBA (61). TGL is also doing well in the key 18-49 age demographic, with 43% of its linear TV audience falling into this advertiser-coveted category. This percentage outpaces the NBA (42%), NHL (40%), and F1 (38%), among others. For context, the PGA Tour and LIV Golf attract only 25% of their audience from this age group.
Comparison Across Sports Properties:
Median Age of Viewers:
NBA: 50
TGL: 51
NHL/EPL: 52
F1: 53
NFL: 54
D-I Men’s Hoops: 57
MLB: 60
WNBA: 61
PGA Tour/LIV Golf: 63
Percentage of 18-49 Demographic in Viewership:
TGL: 43%
NBA: 42%
NHL/EPL: 40%
F1: 38%
NFL: 35%
D-I Men’s Hoops: 33%
MLB: 30%
NWSL: 28%
WNBA: 25%
The question for TGL remains whether or not it can continue to keep the attraction of the viewers. We have an interesting perspective from My Golf Spy’s Sean Fairholm on the challenges TGL might face in our (5) Must Read section.
LPGA PARTNERS WITH ARCIS GOLF TO SUPPORT ATHLETE PERFORMANCE AND PROMOTE WOMEN’S GOLF
The LPGA has announced a new partnership with Arcis Golf, one of the United States’ premier golf course operators, naming the company an Official Marketing Partner of the LPGA. This collaboration aims to elevate athlete performance by providing LPGA players complimentary access to select clubs within the Arcis Golf network, which spans nearly 70 private, resort, and public golf clubs across the United States.
The partnership provides LPGA athletes with top-tier facilities to train and compete, aligning with the LPGA’s commitment to supporting its players at the highest level. “Women and girls are driving the growth of golf, and our partnership with Arcis Golf gives our athletes additional tools and resources they need to succeed,” said Matt Chmura, LPGA Chief Marketing, Communications, and Brand Officer. “By providing LPGA players access to top-tier facilities, we’re supporting their performance, enabling them to compete at the highest level and inspire more women and girls worldwide.”
Arcis Golf views the partnership as a pivotal opportunity to foster growth in women’s golf. “We are honored to partner with the LPGA and support their athletes, who inspire the next generation of female players,” said Blake Walker, Founder, Chairman, and CEO of Arcis Golf. “This partnership reflects our commitment to championing women’s success and ensuring they have access to the best facilities and opportunities the sport can offer.”
LPGA star Lilia Vu, currently ranked No. 5 in the Rolex Women’s World Golf Rankings, and rising professional Maisie Filler, a former collegiate standout from the University of Florida, will serve as Arcis Golf ambassadors. Both athletes will wear the Arcis Golf logo and participate in member and community events throughout the year, further promoting the company’s commitment to women’s golf. Full press release at the LPGA Tour.
3. EQUIPMENT
SCOTTY CAMERON UNVEILS 2025 STUDIO STYLE PUTTERS TO MARK 20TH ANNIVERSARY OF ICONIC RANGE
Scotty Cameron is celebrating the 20th anniversary of its legendary Studio Style putters with the release of the 2025 Studio Style series. The original Studio Style putters, launched in 2005, featured German Stainless Steel (GSS) inserts that delivered unmatched sound, feel, and performance. The 2025 Studio Style collection builds on this legacy. It includes 12 new models, blending classic designs with advanced materials and technology to meet the demands of today’s golfers.
Innovative Features and Designs:
New Studio Carbon Steel (SCS) Face Inserts: Softer than previous materials, these inserts are combined with chain-link face milling technology to produce a softer sound, better roll characteristics, and precise speed control.
Multi-Material Construction: Models like the redesigned Fastback and Squareback feature 303 stainless steel and 6061 aircraft-grade aluminium, optimized with perimeter weighting for enhanced forgiveness.
Advanced Finishes: Stainless steel putter heads are treated with a satin mist process for a glare-resistant, radiant appearance, while aluminium components are misted and anodized for durability.
Custom Weighting and Shafts: Customizable heel-to-toe weights, with tungsten or stainless steel, depending on the model, paired with stepless steel shafts for better balance and feel.
New Full Contact Slim Grip: Designed for both blade and mid-mallet putters, the paddle-style grip enhances alignment and feel, featuring a chain-link texture that complements the face milling.
In addition to traditional blade putters, the series revives and updates mallet designs such as the Fastback and Squareback. It offers a new high-contrast alignment system that maintains a square face throughout the stroke. These models are tailored to compete with the most forgiving putters in the game.
All models will be available from 14th March with a suggested RRP starting at $499.00 (£449.00, €475.00) for standard-length models and $549.00 (£499.00, €525.00) for longer-length models. More at Scotty Cameron website.
COBRA LAUNCHES 3D PRINTED TOUR IRONS WITH ADVANCED DESIGN AND PREMIUM PERFORMANCE
Cobra Golf is set to re-release its groundbreaking 3D-printed irons, now branded as the Cobra 3D Printed TOUR irons. Cobra’s engineers have created intricate internal lattice structures within the iron heads, which reduce weight by 33% compared to conventional manufacturing methods like forging or casting. This saved mass allows for the strategic redistribution of 100 grams of tungsten to the heel and toe, maximizing forgiveness without increasing the size or footprint of the irons.
Performance and Design Highlights:
Complex Internal Lattice Structures: These structures, made possible through 3D printing, provide the necessary strength while significantly reducing weight, offering engineers greater control over mass distribution.
Enhanced MOI and Lower CG: The redistributed weight promotes a low center of gravity (CG) and moment of inertia (MOI) that rival game-improvement irons despite the smaller profile.
Compact Design: The 3D Printed TOUR irons boast a sleeker design with a thinner topline than Cobra’s KING TOUR irons, appealing to golfers who prefer a more traditional look.
Stock Specifications: The irons feature KBS $-Taper 110g shafts and Lamkin Crossline grips. Custom orders can offer additional shaft and grip options.
The standard set includes a 4-iron through pitching wedge, with optional 3-irons and gap wedges available to complete the lineup.
The Cobra 3D Printed TOUR irons will be available starting March 21, 2025, with a retail price of $2,450 (£1,970, €2,340) for a set of 4-PW. More information: Cobra Golf.
TAYLORMADE LAUNCHES RADAR-READY TP5 AND TP5X TRK-R GOLF BALLS
TaylorMade Golf has introduced the TRK-R versions of its TP5 and TP5x golf balls, designed to optimize performance when used with radar-based launch monitors in limited-flight environments. This innovation addresses a key issue faced by players and fitters, particularly those with higher swing speeds, who rely on devices like Trackman and Flightscope for indoor fittings. Radar-based launch monitors often struggle to accurately capture spin rates in indoor, limited-flight setups, especially for higher-speed swings where the ball’s path is shorter. The TRK-R balls mitigate this issue by incorporating a reflective, non-symmetrical infinity pattern made with a small amount of liquid silver. This pattern enhances radar tracking, allowing devices to measure spin rates better without compromising the ball's performance. TaylorMade emphasizes that the embedded silver does not affect the ball’s on-course performance. The TRK-R versions of the TP5 and TP5x are already on the USGA’s conforming list, meaning they are approved for tournament play.
4. PEOPLE TO WATCH
The Advocates Professional Golf Association (APGA) Tour has announced the appointment of Solomon Hughes as its Chief Operating Officer. A seasoned golf industry professional with a proven track record in advancing diversity within the sport, Hughes joins the non-profit organization dedicated to empowering African Americans and other diverse golfers to succeed in professional golf. Hughes brings extensive experience to the APGA, having most recently served as Director of Marketing and Development at Intersport, where he oversaw major golf initiatives, including The John Shippen, a platform celebrating Black golfers, and the Jackson T. Stephens Cup, a premier collegiate event. Full press release.
Matt Adamski, PGA professional and General Manager of Sweetens Cove Golf Club in South Pittsburg, Tennessee, has been named the recipient of the 2025 PGA of America Merchandiser of the Year Award in the Public Category. This prestigious recognition, announced at the annual PGA Show in Orlando, honors PGA professionals who excel in business and merchandising to promote the game of golf. Full story available on Chattanoogan.com.
Foresight Sports Europe, the leading manufacturer of golf launch monitors and simulators, has announced the appointment of Ross Flannigan as its new sales executive for Scotland. Originally from Australia, Flannigan brings a wealth of experience to his new role. Before relocating to Scotland permanently in 2024, he spent 11 years with Drummond Golf, Australia’s largest golf retail network. Full press release.
5. MUST READ/VIEW
How well do you think the TGL is doing? Have you watched any of it? Do you like the format? We reported earlier that the viewing figures are pretty healthy based on the evidence from the first three weeks. However, is the model sustainable? Sean Fairholm’s piece in My Golf Spy spells out where problems could lie in viewing figures if Tiger or Rory aren’t playing.
From Minecraft to LIV Golf. Sports Illustrated’s Matt Vincenzi covers the interesting journey of Jonas Martensson, who has taken over as General Manager of LIV Golf’s Cleeks GC.
Greg Norman’s interview with Australian Golf Digest’s Brad Clifton and Rohan Clarke provides his views on the possibilities of burying the hatchet with Tiger and Rory, plus his time as CEO of LIV Golf.
6. JUST FOR PAID SUBSCRIBERS
GOLF AT A CROSSROADS: TRUMP’S RETURN AND ITS IMPACT IN THE INDUSTRY
Donald Trump’s return to the White House is set to impact the sports industry, but few sectors are likely to feel the ripple effects as directly as golf. As a long-time golfer and owner of numerous high-profile golf properties, Trump’s administration will likely influence everything from golf’s global diplomacy to the business dynamics of the sport.
From legal battles surrounding the LIV Golf-PGA Tour merger to the cultural and political implications of his policies, the sport sits at a crossroads. While some opportunities could propel golf to new heights, the challenges of navigating Trump’s polarizing influence will require careful management by industry leaders. Whether Trump’s presidency ultimately elevates or disrupts the game, one thing is clear: golf will remain in the spotlight throughout his tenure.
Building on broader trends in the sports industry under Trump, let’s explore how his policies, preferences, and relationships could reshape the golf world in 2025 and beyond.