Weekly | Callaway Challenges Titleist’s Reign, Tiger's Nike Future in Limbo, and PGA-LIV Truce on the Horizon?
Grab your coffee and get ready for a condensed recap of this week's golf industry news
Alright, golf pros!
grab your coffee and get ready for a condensed recap of this week's golf industry news.
Our team of dedicated writers has scoured over 45 industry publications, more than 30 general news sites, a dozen golf newsletters, and some of the best podcasts. And now It's all here, so you’ll only need less than 10 minutes to catch up on the past week’s happenings.
Let's see what's happened in our industry over the past 7 days.
In this newsletter, you’ll uncover:
Callaway and Titleist headline the year’s first launches.
The 27-year relationship between Tiger and Nike is in jeopardy.
Golf is becoming increasingly expensive, yet more people are playing it.
New fields and investments in the USA and Scotland.
Recent statements from Rory, Phil, and Norman seem to suggest a path to peace.
Seven stories that we’ve read and enjoyed.
📌Titleist SM10 Wedges: The PGA Tour's Most Played Wedges Return with New Features
The new year kicked off with the tour launch of the much anticipated Titleist Vokey SM10 wedges at the season-opening Sentry Tournament, held at the Plantation Course in Maui.
Information on all the bounce, grind, and finish options available on the new SM10 is limited at the moment.
But one thing we did pick up from a picture released on Instagram ahead of the launch of the SM10s in Maui is a new F-grind sole offering improved turf and sole interaction.
A number of players were spotted with various iterations of the SM10s in their bags at the Plantation Course, including Jordan Speith, Ludvig Aberg, Cameron Young, and Tom Kim, to name a few.
Of real interest was Speith’s new custom lob wedge he put in play, which featured a unique grind and 60.5 degrees loft.
More: Jordan Spieth explains why he’s debuting new Titleist Vokey SM10 wedges at The Sentry
✔️Callaway's New Paradym Ai Smoke family of woods and irons
It’s fair to say that Callaway’s Paradym drivers represented one of the biggest success stories of 2023.
Huge worldwide sales followed on the back of positive reviews, and many tour players switched to one of the driver models who were contracted and non-contracted Callaway players.
But Callaway is not a company to rest on its success, and with the release of the Paradym Ai Smoke, Callaway is looking to further build on Paradym’s foundations.
So, what do we see in the 2024 Paradym AI Smoke lineup?
The technological enhancements made between Paradym and Paradym AI Smoke are:
New AI-produced face creating “mini sweet spots” across the face for improved forgiveness.
15% lighter carbon chassis, making the club head faster than the 2023 Paradym
The new face is Callaway’s real technological advance for this year. Callaway has taken data from thousands of driver shots recorded by golfers of every level of ability and used this data, along with AI technology, to create what Callaway is calling “mini sweet spots” to create a highly forgiving driver.
Visually, the 2024 Paradym AI Smoke differs in its colour scheme from the original Paradym. Gone is the deep navy blue, replaced by a light grey colour for the carbon chassis with a gloss finish.
The other major talking point is that Jailbreak Technology is no longer part of the Callaway arsenal.
This could be down to the advancements made in the face design, as discussed, but Jailbreak was a major breakthrough for Callaway when it was launched in 2017 in the Great Big Bertha Epic.
There are four driver models available in the 2024 lineup:
Paradym AI-Smoke Triple Diamond - the low-spin bomber
Paradym AI-Smoke Max - the standard head most golfers will be fitted for
Paradym AI-Smoke Max D - will help golfers who fight a slice
Paradym AI-Smoke Max Fast - new in the lineup, this driver will help golfers with the slowest swing speeds
All drivers can be custom-fitted to suit each golfer’s requirements, with basic retail prices coming at £570, €590, $600.
✔️Callaway's New Chrome Tour Golf Balls: A Threat to Titleist's Dominance?
Callaway’s busy 2024 continues with the launch of the updated Chrome Soft series of golf balls.
Over the years, Callaway has invested heavily in its golf ball division as it takes the fight to the still dominant Titleist Pro V series.
But Callaway can boast a roster of world-class players using versions of the Chrome golf balls in the form of Jon Rahm, Xander Schuflle, Min Woo Lee, and Sam Burns, to name but a few.
The updated technology in the Chrome family comprises:
Hyper Fast Soft Core - greater compression, faster ball speeds
Improved spin, control, and feel from the new Tour Urethane Soft Cover
Improved ball flight performance through a re-worked aerodynamic dimple pattern
For 2024, Callaway still offers three versions of the Chrome:
Chrome Soft. The softest feeling ball out of the three, this ball is ideal for mid to higher handicap golfers who can benefit from the Chrome Soft’s higher ball flights
Chrome Tour X. Jon Rahm’s ball of choice. The new Tour X offers more spin, creating greater control and stopping power on approach shots and around the green. The Tour X is the hardest feeling of the three models in the Chrome range.
Chrome Tour. The Chrome Tour sits in the middle of the family in terms of its feel but will benefit players with faster swing speeds in the long game due to its low spin profile.
Callaway are very confident that the re-engineered Chrome Tour offers more ball speed and distance than its main rival - The Titleist Pro V1.
All models are available in standard, Triple Track, Triple Track 360, TruTrack, Yellow, Triple Track Yellow, Triple Track 360 Yellow, TruTrack Yellow
The three models will be available for purchase on February 2nd, 2024. The suggested retail price for all three models is $54.99/£55 per dozen.
✅ Tiger and Nike: The End of an Era or Just a New Chapter?
Let's clear up now what is known about the big end-of-year soap opera.
THE FACTS. The 27-year partnership between Tiger Woods and Nike came to an end on January 1, 2024, when the contract between the two parties expired. However, neither Woods nor Nike has publicly communicated whether they will be parting ways permanently or continuing their relationship in some capacity.
THE CONTEXT. Woods' first contract with Nike, a cool $40 million over 5 years, was a game-changer. It was a bold move for a golfer who hadn't even turned pro yet. But it paid off big time! Woods went on to become one of the most dominant athletes of the 2000s, winning 15 Majors and spending a record 683 weeks as the world's top golfer. It's hard to picture a Swoosh-less Tiger, especially since there's a conference center named after him on Nike's campus.
SO? But when asked about his relationship with Nike, Woods kept it short and sweet: "I'm still wearing their product". So, what's next for Tiger and Nike? Only time will tell. But one thing's for sure - this partnership has left an indelible mark on the world of golf.
Here´s the point of view of the sports economy guru Joe Pompliano: Tiger Woods And Nike Could Part Ways After 27 years and $500 Million
✔️ More about Cantlay´s hat and Scottie´s irons
… and more about sponsorship. After his controversial incident at the Ryder Cup where he was reported to have refused to wear Team USA's hats, Patrick Cantlay is now drawing attention for a more positive reason: his new partnership with the First Responders Children's Foundation.This new partnership comes after his endorsement deal with Goldman Sachs ended in November.
MEANWHILE… Scottie Scheffler, the newly-crowned PGA Tour Player of the Year, is doubling down on his partnership with TaylorMade. He’s just inked a new multi-year contract extension with the club manufacturer.
Scheffler has been swinging TaylorMade irons since 2020 and became a full Team TaylorMade staffer in 2022.
As for what’s in Scheffler’s bag for the 2024 season, TaylorMade says he’s still testing, but expects him to use the Qi10 driver and 3-wood along with a full set of P7TW irons.
✔️ In Europe, we have good news for the DP World Tour as Estrella Damm, the premium lager brand of the Spanish brewing company Damm, will continue as the title sponsor of the Andalucía Masters for the 2024 edition of the event, which will return to Real Club de Golf Sotogrande from October 17-20, 2024.
✅ First round-up of 2023 numbers…
According to the Golfshake annual survey, the average golfer in the UK spent £3,956 on golfing related activities in 2023, a 20.5% increase from 2018. The largest cost increases were seen in green fees (27%), equipment (25%), and travel (22%).
Despite rising costs, golf is on the rise in the UK. England Golf, the national governing body, reported a 2.09% increase in participation in 2023, the third consecutive year of growth. The increase is attributed to the continued growth of the women's game, the rising popularity of golf among younger players, and the game's increasing accessibility, with more courses offering affordable green fees and flexible tee times.
Meanwhile, golf is also experiencing a resurgence in the US despite the challenges posed by rising costs. The number of new golf courses under construction has increased significantly, with more than 69 courses in various stages of development, according to a recent report by the National Golf Foundation (NGF). The majority of these new courses are being built in Florida, Texas, and South Carolina. The surge in new course construction is driven by the growing demand for golf, both among seasoned players and newcomers to the sport.
✅ New Investments, Course Openings, and a Stunning Tee Times Record
You might have read about Landmand Golf Club in Nebraska, that sold out its entire 2024 tee time schedule in record time! The club put all 11,000 tee times up for grabs at 8am on New Year's Eve, and they were all snatched up by eager golfers in just over two hours.
EXPLAIN IT TO ME. How is it possible? How on earth is a random field in the middle of Nebraska getting more play than The Old Course at St Andrews, Muirfield, or Torrey Pines? Well, Landmand is unlike anything else out there. It is a massive, expansive course with towering hills, deep valleys, and enormous greens. The holes are designed to be challenging and fun, and they demand that you think outside the box.
Landmand, opened in September 2022, was designed by Rob Collins and Tad King, the duo who created the wildly popular Sweetens Cove golf course.
Murrayshall in Scotland Revamps with £30 Million Investment: The iconic golf resort is planning a major renovation, including new accommodation, restaurants, and leisure facilities. | From The Courier Dundee newspaper
Cabot Expands Caribbean Footprint with Point Hardy Course: The newest addition to the Cabot golf empire is a stunning 18-hole course set on a dramatic Caribbean coastline. | From Golf Course Architecture
Pinewild Changes Hands, New Owner Plans Improvements: The three-course has been sold to a new owner who plans to invest in upgrades and improvements. | From Golf Inc. Magazine
According to The Scotsman, a proposal to build a new golf course on a protected reserve in Scotland has been met with widespread opposition from environmental groups and local residents.
✅ PGA, LIV and stuff
🕺 PGA Tour and PIF: A Dance of Diplomacy, While Rory and Phil Tune to a New Rhythm! 🕺🏻
The ongoing negotiations between the PGA Tour and LIV Golf have been a roller coaster ride of speculation, rumors, and delays. After months of talks, the two sides rushed the deadlines to announce at the end of December 31 that they had extended their discussions beyond the original deadline of June 6th, pushing back what seems to be an inevitable face-off between the two golf organizations.
✔️ WHAT RORY SAID. In a appearance on the "Stick To Football" podcast (hosted in Youtube by The Overlap´s Gary Neville, along with other football pals), Rory was conciliatory towards players who had made the leap. He seemed to accept LIV as a minor part of the golf world, and suggested that if LIV created its own season window, similar to cricket’s Indian Premier League, he’d consider playing in it. [Remember, we'll dig into this more in a bit].
He also pointed out that LIV has exposed some flaws in professional golf’s structures, and he kind of apologized for judging his LIV-bound colleagues too quickly.
✔️ MICKELSON REPLIES. He highlighted these comments on social media, calling for others to let go of hostilities and work towards a positive future. So, while the PGA Tour and PIF continue their standoff, it seems like some players are ready to embrace change and move forward. He also made an interesting comment about Jon Rahm’s signing, suggesting it could serve as a bridge to bring both sides together. This statement raised eyebrows, as it seemed to suggest that the Saudis had signed Rahm to form a new crossing after the previous negotiations had stalled.
✔️ And to really de-escalate the situation, Greg Norman, the CEO of LIV Golf, took the high road and praised McIlroy's change of heart. He described it as "a hugely significant turning point" for the sport. He also expressed his gratitude for McIlroy's willingness to "fall on his sword" and admit that he had been wrong about LIV.
✔️ In the meantime, golfers are cashing in amid uncertainty
While golf fans are left scratching their heads after two years of golf war, the players are golfers are cashing in like never before. Never before in the history of golf have so many players earned so much. According to Spanish website Ten Golf, a whopping 271 golfers raked in over a million dollars in 2023. The majority of these high-rollers, 139 to be exact, hail from the American circuit. LIV wasn't far behind with 49 players who played at least six tournaments crossing the million-dollar mark. The European men's circuit, LPGA, and Champions Tour also had their fair share of millionaires, with 32, 28, and 19 players respectively.
✔️ But the most significant thing is that a middle class player like American LIV golfer Talor Gooch, was the top earner in 2023. He amassed a staggering $35 million after winning in Adelaide, Singapore, and Valderrama and topping the individual classification of the Saudi league.
World number one Scottie Scheffler bagged $21 million after winning in Phoenix and The Players and racking up 15 top tens in 21 tournaments. Rahm himself wasn't far behind, earning $17 million plus a bonus of $9 million from the Player Impact Program.
And to close out, here are…
✅ Seven must-read recommendations for this week:
🚀 It’s time for women’s golf to thrive in 2024, by Emma Ballard, Editor of WomenAndGolf. And we agree with Emma. 7min 15sec
💼 Siloed to strategic partner, by Tyler Bloom: The founder of the talent acquisition and workforce development firm Tyler Bloom Consulting and a former golf course superintendent traveled US and discovered that superintendents still find themselves in tough spots when dealing with boards and other key decision-makers. 7min, 25sec
🆘 Lessons in pain management: How PGA Tour commissioner Jay Monahan survives the current crisis, by Matthew Rudy in Golf Digest: A deep dive into how PGA Tour Commissioner Jay Monahan is navigating through the current crisis. 4min 30sec
🤔 Thank You — And Goodbye — To The Best Golf And Life Coach Ever, by Forbes contributor Scott Kramer: This touching tribute pays homage to the author´s father, an exceptional golf coach who impacted the lives of countless players. 7min 11sec
💣 Paul Kimmage meets Rory McIlroy and Shane Lowry: the full inside story of ‘roaring and shouting… complete rage in the Ryder Cup bust-up: New details about the brawl of last year, in a delicious chronicle by Paul Kimmage in The Irish Independent. 11min 16sec | paywall
🤔 We asked top PGA Tour pros what they learned in 2023. Here’s what they said, by Dylan Dethier in Golf.com. 8min 13 seg
🌱 Who will be the next Ludvig Åberg? Ranking the top 20 potential breakout stars of 2024, by Brentley Romine on NBC Sports. | 10 min
That’s all for today, folks.
Have a good one!!!