Weekly | Love in the Time of Tiger and Nelly: Ryder Cup Dreams and LPGA’s Capitalization
PGA Merger Talks, Record Crowd Expected at Troon, Topgolf's 100th Location... A Week That Seemed Inconsequential Yet Carried Such Significant Stories
Welcome to our latest newsletter, where we bring you the most exciting updates from the golf world.
As the editor of this newsletter, I’m thrilled to announce that our devoted team has been working round the clock over the weekend to curate the most pertinent and captivating content from the golf industry.
Let’s dive in!
Tiger Woods is being courted for the Ryder Cup captaincy, has accepted a special exemption to compete at the U.S. Open at Pinehurst, and officially launched his new clothing line, Sun Day Red, on the ‘Tonight Show’.
The PGA Tour, DP World Tour, and PIF are yet to meet regarding potential merger talks.
Love for Women’s Golf in the Time of Nelly.
Live Nation will present live music at the AIG Women’s Open.
An unprecedented crowd is expected at Troon, featuring the longest and shortest holes in Open history.
Bruin has acquired a majority stake in the world’s leading turf management company.
Discover how installing EV charge points can lead to higher profits.
Topgolf celebrates the opening of its 100th location, situated next to a California Golf Course.
Tiger Woods: A Ryder Cup Captaincy, U.S. Open Return, and More About His New Apparel Line
The golf world is abuzz with Tiger Woods’ potential Ryder Cup captaincy. The PGA of America, usually decisive by February, remains tight-lipped about the decision. Woods, with his impressive career, team-building role, and 2002 U.S. Open victory at Bethpage Black, is a strong contender. When asked about his “position” on the 2025 captaincy, Woods responded, “We’re still talking about it. (Smiling)”. He plans to discuss it further with Seth Waugh, CEO of PGA of America, after The Masters.
The PGA is currently ranking eligible players for team selection, a process unlikely to change under Woods, who has been instrumental in shaping the current six-member committee Captain selection process.
This includes the immediate past Captain, Zach Johnson, notable golfers such as Jordan Spieth and Justin Thomas, and key figures from the PGA of America: President John Lindert, Vice President Don Rea, and CEO Seth Waugh.
However, Woods’ interest might be more inclined towards the 2027 job due to his friendship with Adare Manor owner J.P. McManus. Geoff Shackelford, from The Quadrilateral, speculates with the idea that Woods is delaying the decision to minimize his media and sponsor obligations. With robust sales for Bethpage and the U.S. recovering from a significant loss, there’s no rush to promote the event until next year.
Special exemption to compete in the 2024 U.S. Open
In other news, Woods has accepted a special exemption to compete in the 2024 U.S. Open at Pinehurst. This marks the first time Woods hasn’t been exempt from qualifying for the U.S. Open since his debut in 1995. He joins the ranks of golf legends like Jack Nicklaus, Arnold Palmer, and Tom Watson who have received special exemptions from the USGA.
Shaping the Future of Golf and Fashion
Lastly, Woods is making waves with his new apparel line, Sun Day Red. The brand, backed by TaylorMade Golf, is an athlete-inspired direct-to-consumer brand specializing in ‘athluxury’. The line includes golf-specific gear, business casual golf wear, and lifestyle items for off the course. The first release, “The Hunt,” is a preview of the colors Woods will be wearing at the PGA Championship at Valhalla Country Club in Louisville. Future plans include expanding the brand’s presence through wholesale expansion in key markets outside of North America. Source: Jean Palmieri, Women’s Wear Daily.
The brand, launched in collaboration with TaylorMade, offers a range of apparel including shirts, hoodies, shorts, pants, and hats. The logo of Sun Day Red is a tiger, symbolizing Woods’ career. “If you look at the stripes, there are 15 stripes. … I’ve won 15 major championships,” Woods insisted on NBC’s “Today”. When asked about the possibility of winning a 16th major, Woods humorously responded, “My goal is to ruin the logo. I want to keep ruining the logo. If the trademark is this, my job is to ruin it.”
According to Kurt Badenhausen, Sports Valuations Reporter at Sportico, Sun Day Red’s marketing strategy has been unique. Scott Frost, the Head of Marketing, explains the brand has done minimal paid advertising. Instead, it has capitalized on earned media opportunities and focused on building a digital audience. This approach was evident when Woods made appearances on popular shows like the “The Tonight Show Starring Jimmy Fallon” and “Today” shows. All creative work, except for the launch creative from AKQA, has been done in-house. The brand has successfully garnered about 400,000 social followers, with three-quarters of them on Instagram. Followers are treated to a visual feast of Woods and well-shot product teasers. Despite its progressive digital marketing approach, Frost describes it as ‘pretty traditional’ from an earned media perspective.
Sun Day Red, marketed as “athluxury,” is designed to transition seamlessly to any destination. The meticulously designed collection prioritizes the athlete first, resulting in products that exceed the highest standards. Currently available only on the brand’s website in the U.S. and Canada, the products are expected to be offered at retail and in certain markets outside of North America in the future. The offerings will also expand to include footwear and lines for women and kids.
It´s Not Tiger´s Problem: The Deep-Rooted Issue with Golf’s Viewership
Golf’s viewership problem is more complex than just the absence of Tiger Woods or the dispute between LIV Golf and the PGA Tour. As pointed out by Joe Pompliano in his Substack newsletter, Huddle Up, the sport’s inherent issues are more profound. Golf has always been a niche sport due to its high cost and time commitment. Over the last three decades, Woods, with his unique background and skillset, masked this issue. He drew viewers to watch him, not necessarily golf, leading to a surge in country club memberships and billion-dollar broadcasting agreements.
However, the sport faces significant challenges as Woods’ career winds down. Pompliano notes that the format of professional golf has seen little evolution since Woods’ arrival. Watching an entire tournament requires a four-day commitment, with rounds often exceeding five hours. Broadcasts typically focus on a select few groups and are interspersed with commercials. This stagnant broadcast format is a key reason for the rising popularity of YouTube golf channels like Good Good, Bob Does Sports, and Barstool’s Fore Play, which use quirky videos to attract millions of views each month, as we mention in our last May 1st newsletter for our GBR Pro Subscribers.
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Could More YouTube Influencers Appear On The PGA Tour? A New Era in Golf: How the Myrtle Beach Classic Blends Traditional PGA Tour with YouTube Sensations, Shaping the Future of the Sport.
😡 A New Horizon: Golf’s Landscape Transformation Not Expected Until 2026
According to Martin Dempster of The Scotsman, the PGA Tour, DP World Tour, and PIF have yet to convene for potential merger talks. DP World Tour CEO Guy Kinnings anticipates these discussions will yield an exciting outcome this year, but a new golf landscape won’t emerge until at least 2026. Kinnings emphasizes the need for the right people to discuss the future of golf, acknowledging that solutions won’t be found until everyone is in the same room.
Meanwhile, Bob Harig of Sports Illustrated notes that while professional golfers are reaping record rewards, much of it is unsustainable in a commercial world grappling with niche sports status and a divided game. The PGA Tour is urging its nonprofit charitable host organizations to contribute to future purses to stay competitive. However, the focus on money has left the game in a precarious position, with the broader golf world growing weary of the constant money talk.
Eamon Lynch of Golfweek suggests that Rory McIlroy’s return to the PGA Tour policy board could help move the board beyond the petty disputes that have plagued proceedings for months. Once players accept their role as overseers rather than managers, the Tour can focus on giving more to disenchanted fans and sponsors who are on the verge of withdrawing their support from the sport. Ewan Murray, in his piece for The Guardian, discusses the potential embarrassment for the expanding PGA Tour Board if they fail to welcome back Rory.
Love for Women’s Golf in the Time of Nelly
Despite Nelly Korda’s Chevron Championship victory being a highlight for women’s golf, the sport continues to face challenges. As Dan Wolken of USA Today notes, the sport has struggled with poor television coverage, a lack of breakthrough stars, and questionable management. While NBC’s decision to broadcast the Chevron on network TV was commendable, the quality of the broadcast was criticized. The LPGA is in a prime position to benefit from the recent surge in interest in women’s sports, especially with a young American star like Korda dominating the sport. However, Korda’s selective approach to promotional work could pose a challenge.
In a bid to enhance the spectator experience, Live Nation and The R&A have partnered to expand the live entertainment offering at the AIG Women’s Open, as reported by Access All Areas, a website specializing in live events"s. Last year’s event saw a 53% growth in attendance, attributed to a headline performance from Ellie Goulding and the introduction of a Festival Fan Village. The 2024 AIG Women’s Open, set to take place on the Old Course in St Andrews, will feature live music performances integrated into the event.
16-year-old amateur Kris Kim from England, a New Rising Star
Kim recently made an impressive debut at the CJ Cup Byron Nelson, a PGA Tour event. His performance was nothing short of remarkable, with a solid start that included a closing eagle on the par-5 ninth at TPC Ranch. This feat earned him an opening score of 68, a commendable achievement for a newcomer. Kim’s debut follows closely on the heels of another young golfer, 15-year-old Miles Russell. Russell made history a couple of weeks ago by becoming the youngest player to make a Korn Ferry Tour cut.
The 2024 Open Championship: A Record-Breaking Event at Royal Troon
The R&A, the governing body for golf, is expecting a record attendance at Royal Troon for this year’s Open Championship. According to Joel Beall of Golf Digest, the ticket allotment for this year’s Open has sold out, with an anticipated crowd of 250,000 expected to visit Troon this summer. This figure, if realized, will be the third-largest recorded crowd in Open history, underscoring the growing popularity of the sport. But the records don’t stop there. Troon will also feature the longest hole in Open history, measuring a staggering 623 yards. Depending on weather conditions, it could also potentially feature the shortest hole.
Bruin Capital Acquires Majority Stake in leading Dutch turf management company PlayGreen
Bruin Capital is set to acquire PlayGreen, a leading Dutch turf management company, as reported by Chris Smith from Sports Business Journal. The deal, expected to close this week, will see Bruin take a majority stake in PlayGreen, which includes subsidiaries Stadium Grow Lighting and engineering firm ALVA Technology. PlayGreen, founded in 1997, has a clientele of over 550 natural grass facilities, representing more than 20% of the total pro stadium market. The investment by Bruin will enable PlayGreen to expand into the United States and into new sports including golf and collegiate athletics.
Topgolf Celebrates Milestone with 100th Location Opening
Topgolf, the leading golf entertainment brand, has reached a significant milestone by opening its 100th global outdoor location in Montebello, California, according to Erik Matuszewski, a contributor at Golf Digest. The new venue, which anchors the redesigned Montebello Golf Course, is a testament to how Topgolf has embraced its place within the broader game of golf. The company projects to have over 30 million unique visitors in 2024, demonstrating the growing popularity of this form of golf entertainment.
Boosting Profits with EV Charge Points in Golf Facilities
The integration of Electric Vehicle (EV) charge points in golf facilities is a burgeoning trend that’s reshaping the industry. Daniel Lessiter, Head of Business Partnerships at charge point operator Believ, explains how installing Electric Vehicle (EV) charge points can spark higher profits while benefiting members. With the rise in electric vehicle ownership, signaled by over a million electric cars on UK roads as of March 2024, golf facilities have an opportunity to cater to this growing demographic. By offering EV charging stations for members, guests, and employees, golf clubs can not only create a new income stream through pay-per-use systems or as a value-added service included in membership fees, but also potentially increase on-site spending as individuals are likely to spend more time at the club while their vehicles charge.
This and that…
PGA Tour player Jason Day has taken an equity stake in Payntr Golf. He will be creating a new collection of golf shoes. This marks the first time Day has been a stakeholder rather than simply an endorser of a product. The new collection will incorporate Payntr Golf’s proprietary propulsion technology and advanced comfort features.
Sami Välimäki: A New Era for Golf GameBook. As an avid user of Golf GameBook since 2014, Finnish PGA Tour player Sami Välimäki has now stepped into the role of global ambassador for the app. His new role will also see him representing Golf GameBook’s Junior Programme in Finland, further strengthening his ties with the app.
Celebrating Three Decades: Golf News. Started in May 1994 by publisher Matt Nicholson, Golf News has been a staple for golf enthusiasts for 30 years. The magazine’s editor for the last 22 years, experienced golf journalist Nick Bayly, continues to deliver a mix of club news, course reviews, exclusive player interviews, equipment reviews, travel features and competitions.
The Open’s Skyward Journey with NetJets. The private aviation company, has taken its commitment to golf to new heights by becoming the Official Private Jet Provider for The Open. This partnership will offer NetJets’ clients unique access to one of the world’s most prestigious sports tournaments.
And finally, here are our recommended reads of the week:
😢 Peter Oosterhuis’ Legacy: GolfDigest.com’s tribute, titled ‘Always a smile’, offers a more personal perspective, featuring anecdotes from his CBS colleagues and friends.
🙃 The Reverse Old Course Reimagined: Cookie Jar’s recap of the recent reverse Old Course sparks curiosity about the potential of hosting a significant tournament on this layout. The idea of playing two rounds in each direction adds an exciting twist to the traditional game.
🎞️From Silicon Valley to Hollywood: Stacy Perman, writing for the Los Angeles Times, charts the fascinating journey of David Ellison. Born into tech royalty as Larry Ellison’s son, David has carved out his own path, transitioning from acting in a college golf comedy, “Hole In One”, to becoming a Hollywood mogul with ambitions to acquire Viacom/Paramount/CBS.
🥇 Scottie vs. Nelly Showdown: Brody Miller and Gabby Herzig, in their analysis for The Athletic, present a statistical comparison between Scottie and Nelly.
🥀 Dollar Spot’s Impact on Golf Courses: An insightful exploration about this new disease from Seamus Rotherick, from The Golf Business UK.
🏴 Trends in UK’s Golf Industry: We´ve also liked this from Alistair Dunsmuir, also from The Golf Business UK: Three significant trends that have emerged in the UK golf industry over the past month.
🍀Concerns Over Ireland’s Independent Golfer Scheme: And this discussion on the concerns club members have over Ireland’s Independent Golfer scheme.
😯 LIV Golf and PGA Tour Reunification: A thought-provoking piece by Gary Van Sickle on the impossibility of a reunification between LIV Golf and the PGA Tour.
🤦♂️The Importance of Majors or Ryder Cup: Robert Green, from Golf Today, questions the focus on anything other than the majors or Ryder Cup after the PGA Tour used its cash infusion to enrich players instead of making a more fan-friendly statement.
💪 Female Pro at PGA Professional Champ: A story about a female teaching pro who is contending at the PGA Professional Champ and why she can’t qualify for the PGA Championship. In Golf Digest.
🏝️ Scottish Golf Hideaway: A piece on the perfect location for a Scottish golf hideaway that just came up for sale. “Money can’t buy happiness, but it sure can buy privacy and the perfect palette to try to build it”, Matthew Rudy says in Golf Review.
🤑 PGA Tour’s New “Equity” Program: Peter Kaufman, in a guest piece for the Daily Drive, discusses the uncertainties in the PGA Tour’s new “equity” program.
🏌️♀️And Finally… A Week of Cringey Golf News: Brendan Porath, for The Fried Egg, shares his thoughts on a week filled with golf news that seemed to try too hard to grab attention. His take? It’s a perfect reason to step away from the screen and enjoy some time outside this weekend.
That´s all, folks.
Have a great week!!!!!