GBR Tuesday | Inside Saudi Arabia’s Sport-Washing Strategy: A Closer Look at Golf’s Role
Every Tuesday and Friday Morning We Bring You the Ten-Minute Summary of What´s Going on in the Golf Industry While you Are Golfing
Good morning, GBR community. Neil and Tom here.
As the pace of life slows as we enter the festive period, we are still keeping our noses to the ground to deliver the most relevant golf stories to your inbox in a mince pie-sized format.
Before we get going, Tom and I would like to wish you all a Merry Christmas and thank you for your incredible support in helping us grow GBR into a community of over 56,000 Golf Industry professionals.
Now, grab yourself a Mulled Wine and over-indulge with another chocolate; the Christmas presents can be wrapped in a while, and join us as we delve into this week's top stories.
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1. INDUSTRY
WHY REEBOK IS MAKING A TRIUMPHANT RETURN TO GOLF
Reebok is stepping back onto the golf course with a bold vision. After years of absence, the company has re-entered the world of golf apparel and footwear. The move, marked by a long-term partnership with Bryson DeChambeau and his Crushers GC team in the LIV Golf League, spearheading Reebok's commitment to reshaping the landscape of golf fashion and performance.
The Catalyst Behind Reebok’s Comeback
Alex Miceli’s article in Athlon Sports poses the question, why now? According to Todd Krinsky, Reebok’s CEO, the decision to rejoin the golf industry was not just a strategic move but a cultural one. "Golf is experiencing a renaissance," he noted, pointing to the younger, more diverse audience drawn to the sport in recent years. With the rise of alternative formats like LIV Golf and the increased accessibility of the game, Reebok saw a prime opportunity to connect with this evolving demographic.
A Partnership That Packs a Punch
Central to Reebok’s return is its collaboration with DeChambeau, one of golf’s most polarizing and innovative figures. Known for his scientific approach to the game, DeChambeau embodies the spirit of breaking conventions—a value that aligns perfectly with Reebok’s ethos. Starting in 2025, he will serve as the face of Reebok Golf and debut the brand’s new Nano Golf shoe and head-toe apparel on the LIV Golf circuit.
DeChambeau shared his excitement: "Reebok’s legacy in sport culture is unmatched. Together, we’re not just making a statement; we’re redefining what’s possible in golf."
The Innovation Factor
Reebok’s entry isn’t just about branding—it’s about revolutionizing performance gear for golfers. The Nano Golf shoe, for example, integrates cutting-edge technology from the brand’s celebrated Nano series, offering unparalleled support, flexibility, and style. The collection also includes apparel designed to balance form and function, catering to professional players and casual enthusiasts.
Additionally, Reebok plans to bridge the gap between traditional golf and contemporary sports culture by leveraging its expertise in lifestyle marketing. From vibrant digital campaigns to collaborations with influencers and celebrities, the brand aims to expand golf’s appeal far beyond its existing fan base.
A New Era for Golf
Reebok’s re-entry into golf is more than a return—it’s a reinvention. By embracing the changing dynamics of the sport and aligning with trailblazers like DeChambeau Reebok, it has done its homework on where it can find its spot in a highly competitive marketplace.
It will face stronger competition than it did when it was previously in the golf market. Five of the current world's top ten players are sponsored by either Nike or Adidas. Puma also does well with highly marketable players like Rickie Fowler wearing its products.
2. CIRCUITS
THE LADIES EUROPEAN TOUR (LET) ANNOUNCES ITS EXPANSIVE 2025 SCHEDULE WITH 30 EVENTS ACROSS 20 COUNTRIES
The 2025 season will include new tournaments in Australia, Tenerife, and Belgium, offering €39 million in total prize money. The season begins in February with the Lalla Meryem Cup in Morocco. In March, it features a three-week co-sanctioned stretch with the WPGA Tour of Australasia, starting with the inaugural Australian WPGA Championship.
Golf Saudi enhances its commitment to women's golf by increasing the total prize money for the Aramco Series to $13 million. Four global events will double their prize funds to $2 million each, while the marquee Riyadh event will maintain its $5 million purse. New events include the Tenerife Women’s Open, the Hulencourt Women’s Open in June, and the Tour’s return to Belgium after a two-year hiatus. June features marquee tournaments like the Amundi German Masters, while July and August see iconic events such as the AIG Women’s Open at Royal Porthcawl and the Amundi Evian Championship. The Andalucía Costa del Sol Open de España and Hero Women’s Indian Open headline the autumn calendar. At least 21 events will feature televised highlights or live world feeds, further increasing the accessibility and visibility of LET events for global audiences. More information on the schedule is available on the Ladies European Tour website.
RORY MCILROY HIGHLIGHTS TGL'S UNIQUE CITY-BASED FAN ENGAGEMENT AS A KEY ADVANTAGE OVER LIV GOLF
Two weeks from now, TGL presented by SoFi will premiere at the purpose-built SoFi Center Arena in Florida. The tech-infused TGL will feature PGA Tour stars competing in made-for-TV matches on a giant simulator and short-game complex. Teams like McIlroy’s Boston Common, co-owned by Fenway Sports Group, leverage strong local sports fanbases, offering a unique connection absent in LIV Golf. Bunkered carried an article in which McIlroy spoke about some of the features he believes will make TGL successful.
McIlroy described TGL as "complementary to everything else in the world of golf," emphasizing its focus on innovation, a younger demographic, and digestible primetime formats. While he remains a traditionalist, McIlroy believes the condensed format and strategic scheduling will attract new audiences. Boston Common's local ties bolster fan loyalty and team pride.
With Boston native Keegan Bradley and ownership by Fenway Sports Group, the Boston Common team taps into the city's fervent sports culture. “Plugging into Boston Red Sox, Celtics, and Patriots fans gives us a unique connection,” McIlroy noted, underscoring the importance of location-based teams.
BRYSON DECHAMBEAU CONFIRMED FOR INTERNATIONAL SERIES INDIA PRESENTED BY DLF
Defending U.S. Open champion Bryson DeChambeau will compete at the International Series India presented by DLF, held at DLF Golf and Country Club in Gurugram from Jan. 30-Feb. 2. This event marks the first time a defending major champion will play an official tour event on the Indian subcontinent. DeChambeau joins teammate Anirban Lahiri for the first of 10 elevated events on the 2025 Asian Tour calendar. DeChambeau and Lahiri will headline the US$2 million tournament, with additional marquee names to be announced. More in LIV Golf.
PGA TOUR UNVEILS ITS 2025 FEDEX CUP FALL SCHEDULE
Featuring a seven-event slate that will finalize eligibility for the 2026 season. Starting with the Procore Championship (Sept. 8-14) at Silverado Resort in Napa, California, the schedule spans the U.S., Japan, Mexico, and Bermuda, concluding with The RSM Classic (Nov. 17-23) at Sea Island Golf Club in Georgia.
Eligibility changes make the FedExCup Fall more consequential. The top 100 in the standings secure full PGA TOUR status for 2026 (a reduction from 125), while Nos. 101-125 receive conditional status. These adjustments provide greater scheduling certainty for players advancing via the Korn Ferry Tour, DP World Tour, and PGA TOUR Q-School.
Winning a FedExCup Fall event grants a two-year PGA TOUR exemption, 500 FedExCup points, and entry into The Sentry and major championships. Complete info in PGA Tour.
TEAM LANGER EDGES TEAM WOODS IN A DRAMATIC PLAYOFF TO WIN THE PNC CHAMPIONSHIP. Bernhard Langer and son Jason secured their record-setting sixth PNC Championship win with a 15-foot eagle putt on the first extra hole after both teams finished tied at 28-under. The Langers' victory was their second straight and fourth overall as a duo, with Jason's stellar second shot setting up the clinching moment. Charlie Woods, 15, delivered standout performances, including his first career hole-in-one at the par-3 fourth hole and key birdies to keep Team Woods in contention. Despite Charlie’s brilliance, Team Langer's consistency and Bernhard’s winning putt proved decisive in the playoff. More on PGA Tour.
JOHN PARRY SECURES HIS SECOND DP WORLD TOUR TITLE WITH A THRILLING WIN AT THE AFRASIA BANK MAURITIUS OPEN. John Parry ended a 14-year wait for his second DP World Tour victory, firing a final-round 64 to claim the AfrAsia Bank Mauritius Open by two shots. Starting five strokes off the lead, Parry’s round included an eagle, seven birdies, and a late surge on the back nine that set the winning target at 14 under par. Parry’s winning total left him two shots clear as South African contenders Dylan Naidoo and Christo Lamprecht tied for second at 12 under. DP World Tour.
3. EQUIPMENT
MOTORIZED CARTS EMERGE AS THE MUST-HAVE GOLF GEAR OF 2025
Walking the course promotes fitness and sharpens strategy, with studies revealing an average of 6.53 miles walked during an 18-hole round. Motorized carts eliminate the strain of carrying a bag while maintaining the benefits of walking.
Modern motorized carts, like MGI Golf's lineup, offer advanced features tailored to every golfer's needs. Options range from the high-end AI Navigator GPS+, which costs $1,895 and features GPS mapping, Bluetooth connectivity, and a rugged design, to the economical Zip X3, which costs $899 and is suited for flatter courses. Most models fold for easy storage and transport.
Larry Olmsted’s piece in Forbes focuses on how the U.S. is catching up with trends seen in the British Isles, where motorized carts are gaining traction among walking golfers. The resurgence of walking golf and the pandemic-driven popularity of pushcarts have fueled demand for motorized carts in the U.S. Unlike pushcarts, these carts conserve energy for the swing, providing a seamless, shoulder-friendly solution for players embracing the walking tradition.
4. PEOPLE TO WATCH
DEREK SPRAGUE CHOSEN AS CEO OF THE PGA OF AMERICA. Marking the first time in nearly 20 years, a club professional has been appointed to lead the organization. Sprague, who served as PGA president and general manager of TPC Sawgrass, succeeds Seth Waugh, who retired earlier this year. A PGA member since 1993, he managed Malone Golf Club in New York for 25 years and held leadership positions at Liberty National and TPC Sawgrass. PGA of America.
BOBBY JONES LINKS APPOINTS ERIC ESCAMILLA AS VICE PRESIDENT OF REVENUE MANAGEMENT. Bringing his extensive background in golf, hospitality, and education to the boutique management company. Escamilla holds a master’s degree in sports management from Texas Tech University and has held roles with Heritage Golf Group, ClubCorp, Icon Golf, and Bridgestone Golf. By Golfdom.com.
5. BRIEFS
ZEN GOLF UNVEILS GROUNDBREAKING MOVING FLOOR TECHNOLOGY AT PGA SHOW 2025. Zen Golf will showcase its latest innovations in adjustable putting and hitting stages at booth ETC13 during the PGA Show, which will take place from January 22 to 24, 2025, in Orlando, Florida. The Zen Green Stage will host demonstrations by coaches like Paul Hurrion and Preston Combs, integrating Quintic’s Overhead Putt Tracker for realistic putting environments. Visitors to Zen’s fully interactive booth can stand on moving stages, feel the floor shift beneath their feet, and test their skills on adjustable slopes using PING equipment. Special guests from PING and other brands will join the booth, with previews also available at The Workshop at Lake Nona on January 20-21. More in Golf Business News.
INRANGE® EXPANDS ITS FOOTPRINT WITH 12 NEW PARTNER VENUES ACROSS THE USA. Inrange® has added iconic venues like Chelsea Piers Golf Club in New York, SmashersOn at Palm Beach National in Florida, and The Range @ Clermont National, among others, to its portfolio. The company’s patented radar and software are already live or being installed at SmashersOn at Sierra Vista in Arizona, Cosmic Golf in Kentucky, Patriots Glen in Maryland, Arrowhead in Michigan, Chasing Aces Golf in Louisiana, and Westwood Golf Yakima in Washington. With major venues like Montauk, Bethpage, and Harbor Links in New York State planning to enhance their ranges with Inrange® technology ahead of the 2025 Ryder Cup, the company continues solidifying its leadership in the golf entertainment and practice space. More in Golf Business News.
HERITAGE GOLF GROUP EXPANDS IN NORTH CAROLINA WITH ACQUISITIONS OF COMPASS POINTE AND MAGNOLIA GREENS GOLF CLUBS. Heritage Golf Group has acquired Compass Pointe Golf Club and Magnolia Greens Golf Club in Wilmington, NC, marking its 7th and 8th acquisitions of 2024 and expanding its portfolio to 41 clubs nationwide. These acquisitions strengthen Heritage’s presence in the region, joining its existing North Carolina properties, Cape Fear National and Brunswick Plantation Golf Club. Compass Pointe Golf Club, a private 18-hole championship course designed by Rick Robbins, boasts a 7,228-yard layout and Magnolia Greens Golf Club, a semi-private venue featuring a Tom Jackson-designed 27-hole championship course, is a top public golf destination in the Wilmington area. More in The Golf Wire.
PGA TOUR FANTASY GOLF GAME LAUNCHES JANUARY 2, 2025, WITH EXCITING FEATURES AND PRIZES. The PGA Tour Fantasy Golf game, presented by PGA Tour Superstore, returns, offering fans a free-to-play platform to showcase their golf knowledge by selecting a team of six PGA Tour stars each week. The game starts with the FedExCup Season at The Sentry and spans three segments, culminating with an overall champion at the Tour Championship. Prizes, courtesy of PGA Tour Superstore, include a $4,500 gift card and a Full Bag Fitting for the overall winner, while the runner-up and second runner-up will receive $2,500 and $1,000 gift cards, respectively. Segment winners will receive $500 gift cards, with $300 gift cards awarded to segment runners-up, encouraging fans to stay engaged throughout the season. More in Golf Today.
6. MUST READ AND WATCH
What do we wish to see from the world of professional golf in 2025? Derek Clements, writing in Golfshake lists out 25 things he’d like to see happening in 2025. Do you agree with him?
Since we are in reflective mode, how do you rank 2024? Was it a vintage year for golf? Paul Sullivan’s article in The New York Times reflects on the season’s main talking points.
Is Gordon Sargeant the next player to take the game of golf to the next level when it comes to hitting the golf ball vast distances? Golf Digest’s YouTube video breaks down the key components that make Sargeant so long.
Tiger Woods is a week away from his 49th birthday. It seems that the best days of the Big Cat are over, but Sean Fairholm’s entertaining piece in My Golf Spy traces some of Woods’ records that are highly unlikely to ever be broken.
7. JUST FOR PAID SUBS CHRISTMAS GIFT
SAUDI ARABIA’S SPORTSWASHING STRATEGY: A GLOBAL PLAYBOOK
Saudi Arabia is leading a global transformation in sports, blending financial might, strategic governance, and institutional influence to reshape the global sports landscape. The Kingdom’s goal is twofold: economic diversification and rebranding its international image. As Crown Prince Mohammed bin Salman (MBS) candidly stated in 2023, “If sportswashing is going to increase my GDP by 1%, then we’ll continue doing sportswashing.” This admission highlights the central role of sports in Saudi Arabia’s geopolitical strategy to deflect criticism, consolidate alliances, and bolster its standing on the world stage.
Golf Bizz Review publishes this investigation conducted by the Danish organization Play the Game, which uncovers the vast network of Riyadh’s agreements in elite sports—particularly in golf—and the connections between high-ranking Saudi officials, political entities, state-owned companies, and sports organizations.
Founded in 1997, Play the Game aims to elevate ethical standards in sports. Their latest study quantifies for the first time the extensive sportswashing operation—a term that refers to image laundering through influence in sports—undertaken by Riyadh. This geopolitical strategy has allowed Saudi Arabia’s absolute monarchy to reshape the global sports landscape while attempting to remodel the Kingdom’s international image.
The investigation, conducted by journalists: Nathalie Zahle, Lasse Kjær Nielsen, Stanis Elsborg and Karim Zidan, was released in tandem with Saudi Arabia’s designation as host of the 2024 FIFA World Cup. It details the Gulf monarchy’s vast web of contracts in elite sports and identifies 1,412 connections between high-ranking officials and political entities, state-owned companies, and sports organizations. These overlapping roles raise significant conflicts of interest, threatening the integrity of global sports.
The findings reveal that golf is the third most utilized sport in Saudi Arabia’s sportswashing strategy, with 92 sponsorship agreements executed in 2024 and secured for 2025. Golf ranks just behind football and boxing in the Kingdom’s efforts to use sports as a tool for geopolitical influence.
In this exclusive report, we reveal for the first time the comprehensive list of 92 sponsorships that the Kingdom of Saudi Arabia maintains, directly or indirectly, within the golf industry.
THE NETWORK: POWER PLAYERS DRIVING SAUDI ARABIA’S SPORTS STRATEGY
At the core of Saudi Arabia’s sportswashing efforts is a tightly interconnected network of influential figures occupying roles in state governance, business, and global sports organizations. These individuals are not merely facilitators but architects of a meticulously crafted campaign to amplify Saudi Arabia’s presence and influence in international sports.
CROWN PRINCE MOHAMMED BIN SALMAN (MBS), THE MASTERMIND: MBS wields unparalleled authority as the Kingdom’s de facto ruler and chairman of the Public Investment Fund (PIF), the $700 billion sovereign wealth fund that drives Saudi Arabia’s sports ambitions.
Vision 2030: Sports is a cornerstone of MBS’s Vision 2030, aimed at reducing dependence on oil and positioning Saudi Arabia as a global leader in innovation and development.
Strategic Execution: MBS oversees billion-dollar investments in football, tennis, golf, and motorsports, using these sports as instruments of soft power.
YASIR AL-RUMAYYAN: THE KEY OPERATOR: As governor of the PIF, chairman of Aramco, and head of Golf Saudi and LIV Golf, Al-Rumayyan is at the nexus of Saudi Arabia’s sports strategy.
Golf Power Broker: He has spearheaded Saudi Arabia’s disruption of traditional golf governance through LIV Golf and other initiatives, ensuring the sport plays a pivotal role in the Kingdom’s branding efforts.
Seamless Integration: Al-Rumayyan’s overlapping roles in state enterprises and sports organizations illustrate the merging of Saudi business, politics, and sports for maximum influence.
PRINCESS REEMA BINT BANDAR AL-SAUD: THE DIPLOMATIC FACE: Saudi Arabia’s ambassador to the United States, Princess Reema, bridges diplomacy and sports diplomacy.
Olympic Leadership: She serves on the International Olympic Committee and promotes women’s inclusion in sports, softening the Kingdom’s global image despite ongoing systemic gender discrimination.
Global Advocacy: Princess Reema’s roles amplify Saudi Arabia’s narrative of progress and modernization.
TURKI AL-SHEIKH: THE ENTERTAINMENT TSAR: As chairman of the General Entertainment Authority, Al-Sheikh integrates sports with entertainment to enhance Saudi Arabia’s cultural appeal.
Riyadh Season: This six-month festival blends sports, music, and entertainment, positioning the Kingdom as a hub for luxury and leisure.
Boxing and Combat Sports: He has secured high-profile events in these arenas, making Saudi Arabia a destination for combat sports.
PUBLIC INVESTMENT FUND: A GLOBAL SPORTS POWERHOUSE
The PIF has emerged as a dominant force in global sports, wielding influence across football, tennis, golf, and more. With 346 global sponsorships in 2024 alone, the fund anchors Saudi Arabia’s ambition to reshape the sports industry.
Tennis: Showcasing Global Ambitions
In 2024, Saudi Arabia hosted the prestigious WTA Finals, marking a milestone in the Kingdom’s tennis strategy.
Global Partnerships: Collaborations with the WTA and ATP underscore the Kingdom’s ambition to dominate tennis.
Contrasting Narratives: While stars like Coco Gauff inspire young Saudi girls, activists like Manahel al-Otaibi remain imprisoned, highlighting the disparity between Saudi Arabia’s image and reality.
Football: The Crown Jewel
Football lies at the heart of Saudi Arabia’s sports strategy, with the PIF driving domestic and international initiatives.
Club Ownership: The PIF owns Newcastle United and four leading Saudi Pro League clubs, including Al-Hilal and Al-Nassr, which have signed global stars like Cristiano Ronaldo and Neymar.
Global Partnerships: Multi-year deals with Concacaf and FIFA highlight Saudi Arabia’s growing footprint in football governance.
ARAMCO: FROM OIL GIANT TO SPORTS POWERHOUSE
Aramco, Saudi Arabia’s state-owned oil giant, is the country’s second-largest sports sponsor, with 71 agreements across football, golf, and cricket.
Football Sponsorships
Aramco became FIFA’s “Major Worldwide Partner” in 2024, a deal reportedly worth over $100 million annually.
Criticism: Female footballers condemned the partnership, citing Aramco’s environmental record and the Kingdom’s human rights abuses.
Golf Dominance
Aramco is central to Saudi Arabia’s influence in golf, sponsoring events like the Aramco Saudi Ladies International and the PIF Saudi International.
Leadership: Under Yasir Al-Rumayyan, Aramco aligns its resources with the Kingdom’s sportswashing goals, using golf as a diplomatic and branding tool.
GOLF: A CLOSER LOOK AT SAUDI ARABIA’S STRATEGIC PLAY
LIV Golf: A Breakaway Force in Professional Golf
LIV Golf, funded by the Public Investment Fund (PIF), represents Saudi Arabia’s most disruptive foray into the sport. The series has not only redefined player compensation but also created a deep rift within the golf world by challenging the traditional dominance of institutions like the PGA Tour and DP World Tour.
1. Unprecedented Financial Incentives
LIV Golf’s financial model is unprecedented in the sport’s history.
Player Contracts: Stars such as Dustin Johnson, Jon Rahm and Brooks Koepka were lured to LIV Golf with contracts reportedly worth hundreds of millions of dollars.
Prize Funds: LIV Golf tournaments offer purses of $25 million or more, far exceeding the payouts of traditional PGA Tour events.
Team Model: LIV Golf introduced a team-based competition format with additional financial rewards, further differentiating itself from traditional tours.
2. Structural Disruption
The creation of LIV Golf has upended professional golf’s traditional governance structure.
Challenges to the PGA Tour: LIV Golf’s emergence forced the PGA Tour to modify its financial offerings, introducing higher prize pools and incentives to retain players.
Legal Battles: The PGA Tour’s response to LIV Golf’s rise included suspending players who joined the rival tour. This led to antitrust lawsuits, further fracturing the sport.
Global Division: LIV Golf has divided players, fans, and stakeholders, raising questions about the sport’s future unity and governance.
3. Soft Power on Display
LIV Golf’s high-profile events are as much about sport as they are about projecting Saudi Arabia’s influence.
Venue Selection: LIV Golf tournaments are held in iconic locations worldwide, from London to Miami, amplifying Saudi Arabia’s visibility.
Strategic Partnerships: LIV Golf events frequently feature appearances by global celebrities and former leaders, blending entertainment with diplomacy.
While LIV Golf has faced criticism for prioritizing financial incentives over tradition, it has undeniably shifted the balance of power in the sport, making Saudi Arabia a central player in professional golf’s future.
Flagship Tournaments: Showcasing Saudi Ambitions
Saudi Arabia has strategically positioned itself as a host of world-class golf tournaments, further embedding its influence in the sport.
1. PIF Saudi International
Initially part of the European Tour, the PIF Saudi International is now a flagship event on the Asian Tour.
World-Class Players: The tournament attracts elite golfers, including major champions, with lucrative appearance fees and a total prize fund exceeding $5 million.
Geopolitical Significance: By aligning with the Asian Tour, Saudi Arabia has strengthened ties with key markets in Asia, leveraging golf as a diplomatic bridge.
2. Aramco Team Series
The Aramco Team Series is a unique global women’s golf event, part of the Ladies European Tour.
Innovative Format: Combining individual and team competition, the series offers a modern twist on traditional golf formats.
Global Reach: Hosted across continents, from New York to London, the series amplifies Saudi Arabia’s reach in women’s sports.
Women’s Empowerment Narrative: Saudi Arabia uses the Aramco Team Series to promote its claims of progress in women’s rights despite ongoing systemic gender discrimination in the Kingdom.
Access to the complete report: Saudi Arabia’s grip on world sport.
Neil & Tom:
I know you despise LIV Golf but to call Bryson DeChambeau a "polarizing" figure is ridiculous! Give it a break with your constant anti-LIV Golf rap.
Please make it your New Year resolution to be more neutral. You can not still be in denial. Otherwise I like your content & wish you well in 2025!