PGA Tour v. LPGA Tour?

Ron Sirak suggests that the maneuvering between the LPGA and PGA Tour is unnecessary, but I say it's downright entertaining.

The LPGA may lack the star power of the PGA Tour (although, arguably, the latter's star power only goes as deep as Tiger Woods), but it presents a more compelling product than the Champions or Nationwide Tours. Determined to increase its exposure, the feisty LPGA has fought back by out-maneuvering the PGA Tour on a couple of fronts that have largely gone unnoticed.

The LPGA created the ADT Championship playoff model, and its $1 million first prize, last year before the FedEx Cup became the subtitle for the PGA Tour. And LPGA officials were clearly upset at the Golf 20/20 conference last October when the meeting to discuss ways to grow the game of golf morphed into a pep rally for the FedEx Cup, at the direction of the PGA Tour. LPGA commissioner Carolyn Bivens (pictured) was so angry she left and had to be talked into coming back for the Hall of Fame induction ceremonies.

Hearing something like that makes it tough to make fun of The Brand Lady. Oh wait, she gives her annual press conference today at the Nabisco Championship. I spoke too soon!

Annika Looking Forward To Learning About Steroids...

...because the LPGA releases their banned substances list. Annika comments:

``I'm not very familiar with any of those substances, and I don't really know what they are other than caffeine (which is not banned) and cocaine, I think,'' she said. ``I have a lot of learning to do. But I think it's an important statement that we're making.

``It's a new era for the LPGA,'' Sorenstam said. ``We're standing behind it.''

"Snubbing the greatest player ever in women’s golf"

Bill Huffman on the brand lady's latest marketing move:
Bivens’ latest gaffe in her 18 months at the top came via the 2007 LPGA media guide. This is a book for which Annika Sorenstam had been the annual cover girl for the past 10 years.

Guess what? No Annika out front in 2007, as Lorena Ochoa, Seon Hwa Lee and Julieta Granada adorn the book’s cover. Granted, Ochoa belongs, but Hwa and Granada over Sorenstam?

The Sorenstam snafu is the equivalent of the PGA Tour leaving Tiger off its media guide. And, you can bet that will never happen.

Apparently snubbing the greatest player ever in women’s golf, the same player who doesn’t necessarily see right down the middle with the commish, was the point. And trust me, this latest LPGA media guide cover fiasco didn’t just roll out of the marketing department without Bivens’ blessing.

The same can be said for every other detail involving the LPGA these days. They are Bivens driven, and if an employee dares disagree — “You’re fired!’’ It’s happened so many times since she took over late in 2005 — 13 “resignations,’’ including her top three assistants — you have to wonder: Who’s next?

Certainly Bivens’ dissing of Sorenstam isn’t enough to break her reign of terror. But apparently Sorenstam’s 69 career wins don’t carry much weight these days. That is especially true for those who dare question Bivens’ iron rule.

Sorenstam, however, is one of those few who dared. Last year, after watching fiasco after fiasco that began with top media outlets boycotting the LPGA, was followed by world rankings that were a laughingstock (Sorenstam the exception), and then more resignations from within, Annika observed: “I am quite concerned about some of the decisions and changes I have seen lately. I just wonder where we are headed.’’

Invite The Women

Cameron Morfit says the match play is in need of a lift, so he recommends inviting the LPGA Tour to contest their own match play at the same time.

The Accenture is golf’s version of a tennis tournament: single-elimination, with most everything resting on the quality of the semifinal and final. One of the things tennis has going for it is that men and women play concurrently at the same venue. Right away you double your chances of having at least one star in a final, and of getting at least one compelling match in the prime viewing hours Saturday and Sunday.
Now I don't know about this next point, since I don't believe it's accurate. 
The LPGA, in fact, bettered the PGA Tour with its most recent match play event, the season-ending ADT Championship, won by Paraguayan pixie Julieta Granada, who pocketed $1 million, the largest purse in women’s golf, and promptly bought herself a new Range Rover. (A million bucks still means something on the LPGA.)

It was stroke play wasn't it?

Anyhow, the concept seems interesting since even with a great final match, the WGC Match Play is a dud on television. As much as I love match play, if it's going to be played only at real estate developments willing to pay for the privilege, then they need more, uh, "product" to distract us.

Someone Thinks Wie Will Win Soon...

Got to love the LPGA, they still have confidence in Michelle Wie. Announcing eligibility changes for the season ending ADT Championship that the PGA Tour ought to emulate, note this little change...

For the first-time ever, a non-LPGA Tour member has the opportunity to compete in the ADT Championship. If a non-LPGA Tour member wins one of the four majors, she is eligible to compete in the season-ending ADT Championship and is not required to become a member to do so. Furthermore, if she needs a note to get out of her classes at Stanford, the LPGA Commissioner will personally write and sign it.

Oh there I go again adding on sentences to perfectly good press releases. Sorry.

“These partnerships will help bring to life the amazing feats that occur each week on the LPGA Tour, such as crushing 275 yard drives..."

Thanks to reader Tom for this release. As always, your vote on the most ridiculous of the requisite lame quotes is welcomed:

LPGA announces technology enhancements for telecasts SkyCaddie to provide real-time GPS information

DAYTONA BEACH, Fla., Jan. 26, 2007- The Ladies Professional Golf Association (LPGA) and the Golf Channel have each partnered with SkyGolf, makers of the SkyCaddie® GPS rangefinder, to provide enhanced, real-time information to viewers during live LPGA tournament broadcasts.  Analysts will be utilizing SkyCaddie® rangefinders to provide real-time information to viewers of LPGA telecasts on ESPN2 and the Golf Channel, beginning with the Golf Channel's broadcast of the SBS Open at Turtle Bay, Feb. 15-17.

Viewers will be given comprehensive information, including players’ driving distances and positioning, such as distances needed to clear or lay up in front of fairway hazards.  The inclusion of this cutting-edge technology and production enhancement represents the first time advanced GPS technology will play such an integral role during LPGA golf broadcasts.  The SkyCaddie® rangefinders use the same global positioning system used by the U.S. military, but in a highly portable handheld device about the size of a cell phone that can compute distances to any point on a golf course.
“We are very excited to be working with the LPGA and the Golf Channel to provide a unique perspective to viewers that will help showcase the remarkable talents of these highly skilled professional athletes,” said SkyGolf CEO Richard Edmonson.  “These partnerships will help bring to life the amazing feats that occur each week on the LPGA Tour, such as crushing 275 yard drives and pinpoint approach shots.”

Even Bivens in her prime can't top that...crushing 275 yard drives?

“Our research has shown that our viewers are looking for more statistics and information about the great play on the LPGA Tour,” said LPGA Commissioner Carolyn F. Bivens.  “We are pleased to team with SkyCaddie to bring enhanced information to our tournament broadcasts.  SkyCaddie’s portability and easy-to-use technology will make broadcast implementation seamless, allowing our broadcast partners to clearly illustrate why LPGA players are some of the best athletes in the world.”

MBA Points for use of portability, seamless and partners, but best athletes in the world? Boring...

“The LPGA is extremely popular right now, featuring gifted players and intense competition each week,” said the Golf Channel’s Executive Vice President of Advertising Sales and New Media Gene Pizzolato.  “We’re proud to be expanding our production capabilities of LPGA telecasts by incorporating the proven performance of the SkyCaddie into our broadcasts to bring exciting real-time information to our viewers like never before.”

I wonder if they'll plug the SkyCaddie numbers into WinZone in order to make it, well, work? 

"To promote the pipeline of up-and-coming players."

It's been a while since LPGA Commish Carolyn Bivens made any noise, and while this may not get much attention, it's nonetheless shady.

LPGA modifies field criteria for select events

DAYTONA BEACH, Fla. – The Ladies Professional Golf Association (LPGA) today announced a modification to field criteria for select events that will enable the LPGA to offer a sponsor exemption to the U.S. Women’s Amateur champion if an LPGA event is staged in her home state.  This exemption would be in addition to the event’s contracted sponsor exemptions and would only be enacted if the U.S. Women’s Amateur champion is still an amateur at the time of the LPGA event and, when offering an exemption, would not decrease the playing opportunities for LPGA players.

Did you get all of that? Gee, this comes up so rarely, I'm sure it won't be relevant anytime soon. It's just basic platform strengthening and...wait, oh there's more.

Next month’s SBS Open at Turtle Bay and Fields Open in Hawaii, the first two official events of the 2007 Tour season staged on the island of Oahu in Hawaii, will be the first events to benefit from this modification.  Reigning U.S. Women’s Amateur champion Kimberly Kim is from Hawaii.

“We are pleased to offer the SBS Open and Fields Open the opportunity to invite Kimberly Kim in addition to their traditional sponsor exemptions,” said LPGA Commissioner Carolyn F. Bivens.  “This is an opportunity to recognize the U.S. Women’s Amateur champion from Hawaii as well as to promote the pipeline of up-and-coming players.”

Get that? Pipeline. Hawaii. She's good!

"My goal for the next 10, 20 years is to build up the Annika brand name"

Annika Sorenstam is talking retirement...and building her brand.
"I'm pretty tired of golf," said the 36-year-old Sorenstam. "I want to have kids and if we decide to do that the time is now and I probably can't combine that with a golf career."
And...
"The question is whether I'm willing to make the effort, because it requires me to give all I've got," Sorenstam said. "It's all or nothing if I'm going to play."

"Last year I barely practiced and I still won six tournaments and finished third in the money rankings, but being sloppy like that doesn't hold up in the long run."

If she does retire, Sorenstam said she would still like to be involved in the business side of golf.

"My goal for the next 10, 20 years is to build up the Annika brand name, with my own golf school and golf course design and other things I want to develop."

Another CMO In Golf

Since the USGA's CMO has been so productive in his nearly two years of touring the nation's finest layouts, I mean, strengthening the USGA brand, the LPGA Tour has hired their own Chief Marketing Officer according to Golfweek. 

Commissioner Carolyn F. Bivens Nov. 29 named William F. Susetka as the LPGA's chief marketing officer (CMO). He will assume the role Jan. 2, 2007.

Poor bastard. Oh, sorry, here's the rest.

Susetka will be responsible for all LPGA marketing functions – and will oversee the marketing, creative services, corporate sponsorships, original programming, concept development and emerging media departments – while working to strengthen the LPGA brand image among consumers and sponsors and raise the awareness level of the LPGA and its members.

Emerging media departments? Is that a euphemism for the Internet?

Most recently, Susetka served as chief operating officer of Nice-Pak Products (2005-06). Prior to that, he was president of Global Marketing for Avon Products Inc. (2002-05), where he led double-digit beauty growth for three years and introduced the most successful new product launches for skin care and fragrance in Avon history with Anew Clinical, Cellu-Sculpt and the Today, Tomorrow, Always fragrance trilogy.

He led double-digit beauty growth? Wow, he's good. 

"And the list goes on."

Doug Ferguson puts Carolyn Bivens in her place for daring to call the PGA Tour an LPGA peer:
The total prize money on the LPGA Tour this year was about $54 million. Total prize money on the PGA Tour was $260 million.

The PGA Tour will get about $1 billion from its six-year contract with the television networks next year, along with a 15-year deal with The Golf Channel to broadcast weekday rounds. The LPGA Tour has to buy most of its television time, and some tournaments could not be found anywhere on TV.

There were a record 11 millionaires on the LPGA Tour this year. The PGA Tour had 93.

And the list goes on. 

"You've also got the cultural pressure, particularly the Asian pressure."

What was that I wrote about Bivens being the better commissioner? And now this interview with Golfweek's Beth Ann Baldry. It's as if Baldry startled her in the night...

In regards to drug testing, do you feel like you put pressure on PGA Tour commissioner Tim Finchem (by announcing the LPGA would become the first tour to have a drug-testing program)?

Tim Finchem has a whole different set of issues that he's dealing with. We did what's right for us.

Would you like to see the PGA Tour follow (the LPGA's lead)?

I don't care if the PGA Tour follows. My concern is the LPGA.

KInd of makes you long for that wordy, meaningless, empty spin. Okay, now it just gets weird. 
The LPGA has hired Shirley Shin to help Asian players study transcripts to better their English skills.

We've also had Shirley walking the pro-ams with the South Korean players. (She is teaching) conversational English. How do you help an amateur player line up a putt?

How do you listen to the associate vice president from ShopRite tell a boring hole-by-hole story? How do act like you actually care that your team might crack the top ten in the pro-am? Oh sorry... 

It's functional English if you will. ...

A subject Bivens knows something about: speaking functional English. Barely.

I think we've heightened the sensitivity that we are an international tour, and when we're here in this country everyone that plays on this tour ought to have a command of the English language. ... You've got some cultural barriers there, parents who for the most part think any hour that's not spent practicing is a wasted hour. You've also got the cultural pressure, particularly the Asian pressure, that if you don't do something really well, then you don't do it.

Hey, you got love her honesty. Uh, the Asian pressure. Is that like, The Google?

How do you bring the average fan on board when the leaderboard is dominated by Koreans?

The English is part of it. We just got some great research from the Bonham Group back called the Barrier Study.

Oh no, it's got a name. The Barrier Study. A satirists dream come true. 

One of the reasons very avid sports fans or very avid golf fans don't make the transition to the LPGA is when they watch the television coverage, they don't know enough about the women that they're watching. When we watch the PGA (Tour), we know just about everything there is to know about Tiger Woods or Phil Mickelson, their childhood, who they are married to, everything about them. ...

Well, I don't know if we know everything about Phil! And we still haven't seen all five bathrooms of Privacy.

It's especially true for the Asian players; the media tends to talk about them monolithically. Paula (Creamer) is as different from Natalie (Gulbis) as any other player. It's building those personalities and letting people know.

Monolithically? They didn't teach me how to use that word at Pepperdine.

How about making the cut 60 and ties (instead of 70) or limiting the fields to 120?
There are a number of issues overall, I would consider them very seminal issues, that the LPGA needs to address in the next couple years. The size of fields. As we play better and better golf courses it gets more difficult to get 140 women around them.

Interesting. The better the course, the slower the round? Hmmm...no, the hillier, longer and more spread out by housing developments, the longer it takes. Nice try though! 

In regards to ShopRite, people keep telling me the other side of the story isn't being reported. What is your side?

I think that what has gotten missed is that we tried to contact the Harrisons (tournament owners Larry and Ruth) repeatedly. We had met with every tournament owner before we got to their tournament except the Harrisons. The Harrisons are difficult to deal with under the best of circumstances. By the way, the ShopRite people had nothing to do with this and they really don't like their name being brought into this. ... There's two messages that have gotten out in some cases and we just plain haven't been able to reel back in. One is that we were very capricious and the (ShopRite) date went to the highest bidder. No. 2 is that we just don't care about long-term sponsors. Again, not the case.

Capricious. Uh, according to answers.com: Characterized by or subject to whim; impulsive and unpredictable. That could never describe our Carolyn!

There's been a lot written about your husband's (frequent) presence in the media room. How should people interpret his presence.

I travel 40-45 weeks a year. We ripped our lives from Los Angeles, where he was close to his kids and where he had a life, to come here and do this. This is not my first marriage. If you look at the last few commissioners, it's not a good track record. I don't intend to be subject to that again. Bill has nothing to do with running the tour. He does enjoy the players and the caddies.

Enjoys the players and the caddies. Eh, that might not have been the best way to put that.

Do you ever feel like, as a woman, you have to come across a little bit tougher to prove yourself?

I actually try to do the opposite because when I say 'No, I don't think that's the best way to do things,' it comes across very differently than when a man says the same thing. I try to stay back at least until I've worked with people or developed a relationship that's strong enough to maybe come straight ahead at it. (NBA commissioner) David Stern is one of my role models. I look at some of the things that David has been through this past year and he's reported as being very decisive, very pragmatic, doing exactly what has to be done.

Yes, he's been through a lot. Cashing that $10 million paycheck can be such a burden.

I'm reported as being take-it-or-leave-it, arrogant. It's different words that are describing the same behavior. (Whether it's with) television, production media, tournament owners, sponsors, I don't want to say that I'm coming across as softer, but I'm trying very hard to make sure (it's known) the reputation I'm being tattooed with isn't the way we operate.

Well, this interview ought to really help! 

"This format certainly makes the inaugural FedEx Cup next year seem less, well, playoff-y."

Gary Van Sickle touches on something that I think is key with the ADT Championship: it's TV friendly on days other than Sunday. Of course the PGA Tour has run scared from such antics (ruining the International's Saturday cut to Sunday's free for all shootout).

Sadly, pro golf is a TV show first and a tournament second now. So I wouldn't be surprised to see a similar format become more popular.

Saturday's third-round telecast is usually inconclusive. A winner isn't crowned until Sunday. There's no closure. But the reduced-field format used by the ADT provided a sense of closure. And with only eight players left on the course Sunday, even though they all started out even before the last round, it's easy for TV to cover the action and be ready with features and backstories on the remaining contenders and not be surprised by an unexpected, early come-from-behind winner.

This format certainly makes the inaugural FedEx Cup next year seem less, well, playoff-y. That's significant because the Tour is touting them as playoffs, which they aren't. For starters, no other sport lets everybody into the playoffs -- not even the watered-down NHL.

And really, outside of the majors, what's wrong with a few more events shaking things up? And please don't give me the tradition debate. If the Western Open can be dismantled, tradition is not even on the table for discussion with the PGA Tour. 

"An acceptable gimmick one time a year"

...well, unless we're talking about the Skins Game, where we're only five days away from Daly (lost tour card), Couples (lost interest), Ames (lost back) and Funk (lost to Champions Tour) battle it out to see just how low the ratings can go.

But we have time to soak up the anticipation of that stellar event. In the mean time....

Brian Hewitt calls the LPGA's ADT Championship "brilliant" while Ron Sirak gives it a positive review. But he points out that like the FedEx Cup, there may never be much interest in the season long points race to earn players a birth in the event.

Perhaps fans don't care about the season long races because they seem more like an excuse to drop the sponsor's name weekly than a genuine attempt to create excitement?  This may especially be the case with the forthcoming FedEx Cup.


ADT, Tradition and Golf "Playoffs"

Sunday's ADT Championship seemed like a huge success as a great one-off, year-end bang for the LPGA. Not only because the finish was stellar (with superstars tripping all over themselves) and the story of Julieta Granada ($1 million really means something to her family!), but mostly because it added a "must see" event for any golf fan.

A reader emailed this week wondering how a pro-tradition type like yours truly could love something gimmicky like this while the PGA Tour's Fed Ex Cup is actually something new that also preserves the historic nature of the money title (while the ADT does not for the LPGA).

Well, of course I could care less about the money list in the big scheme, and I'm also fascinated by the notion that such a tradition is more important than say, the relationship between player and his equipment and how that relates to the playing of the game.

The sport desperately needs novelty events like the ADT Championships. It was the first time since the early Skins Games where money really meant something and it translated to entertaining golf.

The real traditions worth preserving relate to skill and architecture. And we won't go there...today, anyway.

Another note on the ADT Championship: Craig Dolch reports that the players would like to see some tweaking with the qualification system.

But Sunday's setup was so simple. 8 players with the low score winning $1 million.

Compare that to this analysis by the New York Times of NASCAR's Nextel Cup going into today's final race, and you get an idea what the PGA Tour has cooked up. Not nearly as interesting or fun or understandable as the ADT.