PGA Tour Adds Augmented Reality App For Apple Devices

I didn't have much luck getting the app up and running, but it's only Tuesday and I have the patience of a gnat. Nonetheless, techies should get a kick out of the latest offering from the PGA Tour and Mastercard to the arsenal of innovation. 

You can download the Apple device version here.

For Immediate Release:

PGA TOUR introduces live augmented reality app

“PGA TOUR AR” app debuts today ahead of the Arnold Palmer Invitational presented by Mastercard

PONTE VEDRA BEACH, FLORIDA – Today the PGA TOUR introduced PGA TOUR AR, a brand new augmented reality (AR) app bringing live AR tournament coverage to life for fans around the world on their iPhone and iPad. Live AR coverage on PGA TOUR AR will begin in conjunction with the opening round of the Arnold Palmer Invitational presented by Mastercard on Thursday, March 15. The PGA TOUR AR app is available for free exclusively in the App Store at https://itunes.apple.com/us/app/pga-tour-ar/id1349934082?ls=1&mt=8.

Mastercard is the Official Launch Partner of the PGA TOUR AR app that will feature exclusive branding within the AR app and will showcase the app in fan areas at Bay Hill Club.

“Exploring unparalleled technologies like AR helps the PGA TOUR reach new audiences around the world,” said Rick Anderson, PGA TOUR Chief Media Officer. “Tapping into ARKit in iOS 11 allows us to showcase real-time data provided by ShotLink and CDW in a rich, visual way for fans. The PGA TOUR takes pride in bringing new technology to the sports world as a way of communicating to a large, diverse audience.”

PGA TOUR AR puts augmented reality golf experiences into the hands of hundreds of millions of iPhone and iPad users, allowing fans to interact with 3D featured holes and live 3D shot trails on any flat surface right in front of them. On featured holes throughout the season, fans will be able to select their favorite player on the golf course, compare shot trails from each round and compare the shots of different players. Starting at the Arnold Palmer Invitational, the featured hole is the par-5 No. 6, while the par-3 seventh hole at Pebble Beach Golf Links will be available for fans to go back and review shot trails from this year’s AT&T Pebble Beach Pro-Am.

THE PLAYERS Championship will feature Nos. 16, 17 and 18 live and in AR, and at the season-ending TOUR Championship, East Lake Golf Club’s No. 18 will be highlighted. The PGA TOUR plans to add more holes from other tournaments leading up to the TOUR Championship and ultimately plans to feature at least one hole at every tournament on the PGA TOUR schedule.

“We are thrilled to partner with the PGA TOUR in bringing live AR to fans this week at the Arnold Palmer Invitational,” said Raja Rajamannar, Chief Marketing and Communications Officer, Mastercard. “Mastercard shares a common bond with the PGA TOUR that revolves around innovation, and this technology aligns with our promise to our cardholders to provide Priceless experiences. We are excited about continued conversations on how the PGA TOUR’s AR app will rollout new enhancements and provide consumers from around the world a new way to engage with the game of golf.”

An update to the PGA TOUR AR app later this year will enable an on-course AR experience where fans at a golf tournament can hold up their device in front of any hole and the technology will display shot trails for selected players live or during a past round of the user’s choosing.

The development of the PGA TOUR AR app in collaboration with POSSIBLE Mobile, part of the creative agency POSSIBLE, was aided by existing data gathered by ShotLink powered by CDW, the TOUR’s longstanding state-of-the-art scoring system. ShotLink through CDW technology captures and reports real-time vital information on every shot, by every player, during tournament competition. Every shot is translated into thousands of statistics, changing the way fans watch – and now interact with - the PGA TOUR, bringing them closer to the action. ShotLink and CDW’s vision is to turn data into information, information into knowledge, and knowledge into entertainment.

“This app empowers us to creatively display and share data captured by ShotLink and CDW with fans in an entirely new way,” said Devon Fox, PGA TOUR Director, Digital Platform Innovation, who was recently named as one of the Top Women in Digital by Cynopsis. “Utilizing the biggest AR platform in the world, we can instantly reach millions of new golf fans around the world in an exciting and fun style.”

The PGA TOUR AR app was built using ARKit in iOS 11 to provide immersive AR experiences for the game of golf. ARKit helps app developers like the PGA TOUR blend digital objects and information with the environment, taking apps far beyond the screen and freeing them to interact with the real world in entirely new ways. For more information on ARKit visit: https://developer.apple.com/arkit/.

The TOUR is considering several enhancements within the PGA TOUR AR app for fans who attend tournaments to help them locate their favorite venues, merchandise locations and concession stands, or finding their favorite player on the course. This allows the TOUR and its partners to develop creative ways to interact with fans to form a more enjoyable on course experience. As the technology progresses, the TOUR expects to work with sponsors to display their brands within the app in innovative ways. Possible enhancements include creating custom AR experiences such as displaying branded venues on each hole, video boards that show highlights from the event, or giving fans the opportunity to take full 360 views of a product.

“New technologies are exciting, but only if they can add a new and valuable dimension to an experience,” said Ben Reubenstein, CEO, POSSIBLE Mobile. “Golf is a perfect fit for leveraging augmented reality by providing a cutting-edge way for fans to interact with the sport.”

Five Key Reasons We Have To Know About The 2019 Presidents Cup Captains This Week

Nothing says remembering The King like...a Presidents Cup press conference.

As the Arnold Palmer Invitational kicks off, news of a Tiger Woods-Ernie Els Presidents Cup announcement Tuesday prompts questions, and I, have answers for why this news is getting released this week instead of a time when the resurgence of legends and a return to Arnold Palmer's event is a national focus.

Turns out there are five reasons for this ill-timed announcement:

5. Remind those who, eh-em, paid their way to the 2017 Presidents Cup and acted all patriotic for Team USA and Team International, that you've got Melbourne plans to make for next year. Travel agents are standing by. Remember your discount code: FANATICS.

4. Force golf media members to answer questions from friends suddenly interested in golf again who are asking, "what is the Presidents Cup and is it a big deal that Tiger is going to serve as Captain?"

3. The Arnold Palmer Invitational just doesn't have enough storylines, and the legacy of Arnold Palmer is not enough to celebrate without co-opting the return here by sharing news of an exhibition over 18 months away.

2. Force serious golf fans to answer questions from friends suddenly interested in golf again who are asking, "what is the Presidents Cup and is it a big deal that Tiger is going to serve as Captain?"

1. Establish supreme PGA Tour tone-deafness when it comes to having a finger on the pulse of the sporting public as Tiger's resurgence heading into The Masters gets sidetracked by a Presidents Cup press conference.

Hensby: "I believe there are guys who are higher-profile players that have probably tested positive and it’s gone by the wayside."

Suspended for a year after not taking a post-round drug test, PGA Tour player Mark Hensby says he's remorseful and also disturbed by the length of his suspension given that he did not actually test positive for a performance enhancing drug.

Eamon Lynch reports for Golfweek on Hensby's spirits after his year-long suspension started and after joining some other little-known players who have received very stiff sentences for their mistakes.

Hensby insists a brighter star would have been treated differently.

“Maybe they did make an example of me. PGA Tour players talk. We all know what goes on. I believe there are guys who are higher-profile players that have probably tested positive and it’s gone by the wayside. Unless you have proof of that …” His voice trails off and he shrugs his shoulders. “The Tour’s always going to say that’s not true.”

The Two PGA's: Clemenza's Five Families Rule Sadly Coming To Fruition With Distance Report Reaction

Monday March 5th, 2018 may end up being the day that the PGA Tour, PGA of America and various shills boxed the governing bodies and Masters into a distance solution that they'll hate. Only time will tell who wins a war as brazen as shooting The Don while he's patronizing a fruit stand.

But as Clemenza explained to Michael in The Godfather, apparently these silly wars are necessary ever ten years. 

I explain for Golfweek.com why the odd reactions by Pete Bevacqua and Jay Monahan were unproductive for golf governing peace. 

Pros Howl And Remind Us Why They Should Stick To Golfing Their Ball

Bobby Jones reincarnated, they are not.

I warned you this authentic frontier gibberish was coming.  Of course, if all golf course changes made to accommodate changes in the sport were paid for out of their precious retirement stash, this howling would flip to wondering why nothing was done.

Pat Perez...affirming that SiriusXM will give just about anyone a show. 

Driving distance and golf ball technology have been the hot topics of discussion recently. Should the governing bodies make changes to the ball? Driving distance isn't a problem on the @PGATOUR, according to Pat Perez. #OutOfBounds @ESPNCaddie pic.twitter.com/i2DYtZPsVo

— SiriusXM PGA TOUR Radio | Sirius 208 & XM 92 (@SiriusXMPGATOUR) March 7, 2018

Jimmy Walker is very fired up, citing Jack Nicklaus's regrettable 20% number and wants to take a pole.

Let’s take a nationwide pole of men and woman and ask them how much they would enjoy their best drives being rolled back 20% on the fly.

— Jimmy Walker (@JimmyWalkerPGA) March 6, 2018

Lucas Glover seems to acknowledge a problem but since the cat's out of the barn, no need to go look for it. Just let the coyotes do that thing. 

Oh and by the way, there’s one group that made it all legal. The @USGA approved every ball and club they are now scrutinizing. Could have stopped it years ago. Stop blaming the manufacturers for doing their jobs.

— Lucas Glover (@Lucas_Glover_) March 6, 2018

Phil! WGC Mexico City Ratings Up 21%

A stacked leaderboard, dreadful weather in most parts of the U.S. and the Phil Mickelson factor helped the 2018 WGC Mexico City climb 21% Sunday. 

VIEWERSHIP: Final RD coverage of the @WGCMexico on @NBCSports earned a 2.89 Overnight rating (2-630p ET), +21% vs 2017. Coverage peaked (4.51) from 6-6:30p ET during the playoff won by Phil Mickelson over Justin Thomas. pic.twitter.com/y11cN3gZj4

— Golf Channel PR (@GolfChannelPR) March 5, 2018

FanBeat Challenge First Big Shot At Interactive Golf Watching

In the smart phone era, entrepreneurs have tried to develop apps and other ways to inject fun and prizes into golf viewing.  The PGA Tour seemed to shy away from interactivity in the early days of social media and mobile phones, but they obviously have given their blessing to FanBeat's attempt launching this week and co-sponsored by my partners at Golf Channel and Callaway.

Mixing general trivia questions with elements related to the WGC Mexico City Championship playing out before our sleepy eyes, the game marks the first legitimate attempt backed by legit prizes. In this scenario, I'm more attracted to the predictive questions, something many have wanted to develop with the tour for genuine fan interactivity. I don't believe Commissioner Moonbeam ever warmed to such ideas since interactivity leads to a form of handicapping and that could lead to watching for reasons other than his favorite moment of the PGA Tour day, hats off for handshakes.

You can sign up here, and you don't need an app (though it is said by FanBeat's Brandon Farley on the Callaway Ship Show to have a few more features). The general concept:

- Prior to the tournament coverage, two pre-round questions were available to answer anytime.

- Additional questions are posted during breaks in the action of each round of the following four upcoming tournaments: WGC-Mexico Championship, Valspar Invitational, Arnold Palmer Invitational, and WGC-Match Play Championship. 

- Questions will be things like “Where did Phil Mickelson play his college golf?” or more predictive questions like “How many birdies will Sergio Garcia make on the back nine?”

- You earn points for each correct answer to move up the prize leaderboard during each round, and can earn chances to win additional “instant win” and tournament prizes

- Fans who ace all questions during any of the up to 19 tournament rounds in the FanBeat Challenge will have a chance to win $1 million.

- Additional prizes offered by Callaway include a full set of clubs with custom fittings at the Ely Callaway Performance Center in Carlsbad, Ca, a new Callaway Rogue Driver, Odyssey Toulon Design Putters, and much more.

"Tiger Woods casting a shadow larger than ever"

The Honda Classic overnights have been finalized and the ratings were even higher, as The Forecaddie notes, with Golf Channel also scoring huge audience sizes for lead-in audiences compared to non-Tiger tour events. There were also some big wins for the golf against stiff competition. 

The early season boost delivered by Woods has prompted AP's Doug Ferguson to suggest, for now anyway, Tiger is actually bigger than ever.

Golf is in a different place than when Woods picked up his 79th victory on the PGA Tour in August 2013, his most recent victory. Thomas had just turned pro. Jordan Spieth had just earned a full PGA Tour card. Jon Rahm was going into his sophomore year at Arizona State. Since then, five players have taken turns at No. 1 in the world.

During his longest stretch out of golf with his bad back, the refrain was that golf needed Tiger Woods. When he was on the verge of returning at the end of 2016, the talk was that golf was in a good spot and Woods could only make it that much better.

For the first few tournaments of his return, it has become Woods and everyone else.

Shock: PGA Tour's Procter & Gamble CMO Has All Of The Best B-Speak Down Pat

WSJ's Brian Costa gets the first in-depth interview with PGA Tour Chief Marketing Officer Joe Arcuri (thanks reader John) and the ex Procter & Gamble man is the first true B-speak and M-speak artisan at Tour headquarters since the Finchem brand-platform years.

Surely this authentic frontier gibberish works with corporate types, and you have to admire the consistency levels to ensure total buy-in, but when you break the words down there just isn't much substance here.

WSJ: How is marketing professional golf similar to marketing consumer packaged goods, as you’ve done for much of your career, and how is it different?

MR. ARCURI: What I’ve found similar is how fundamental the power of your ideas is, and the ability to create authentic and engaging connections with your consumer, or in our case our fan. That remains the fuel of great brand-building, and the Tour brand is no exception.

The biggest difference is the higher degree of unpredictability inherent in marketing a sport, given the week-to-week variables of live competition. What you have to get really good at is real-time storytelling. You need to be very nimble week-to-week on the story lines that are occurring.

Why didn't I think of that! Though I would have gotten a platform mention in.

WSJ: What are the Tour’s biggest marketing priorities for 2018?

MR. ARCURI: My overall focus is to grow new fans. We have a very strong and affluent core fan base to build on. But to future-proof the Tour,

Whoa...future proof, so good. Go on...

we need to make sure that we’re attracting and growing new fans.

Grow 'em baby, grow 'em!

We’ve been shaping our marketing plans through a fans-first lens to ensure that our media, our partnership deals, our content across all platforms, right to our on-site tournament experience, will allow us to reach beyond that core fan and attract new fan segments.

So good and yet you ask, do people listen to that gibberish and nod their heads?

WSJ: Who are those new fans?

MR. ARCURI: We’re trying to attract millennials, but also what we call sports socialites. Those are a more diverse group of fans. They skew a little bit younger than our core base. They’re more diverse in general, and they consume the product at a high rate on both digital and social platforms.

Do they now? I best they just love five hour and 20 minute rounds too.

WSJ: What makes “sports socialites” distinct from millennials?

MR. ARCURI: It’s not an age thing. It’s more a mind-set of how they want to interact with the sport. They are as interested in what we call outside-the-ropes stories as inside-the-ropes stories and competition content.

Spring Break 2 K! Wooohooo, yay let's yell on their backswing! Woke!

They’re interested in what’s going on with our players beyond just the competitive action. They have a broader sense of the sport and want to engage with it on different levels.

Good for them. Please tell us how you reach these special people...

The same example from Jordan’s hole-out to win a playoff at the Travelers Championship comes immediately to mind. Our suite of social analytics and listening tools showed us quickly that the content was getting tremendous traction through our own channels, and we did two things.

Action! Activate!

First, we amplified the content we had already produced by pushing it through advertising to targeted new audiences that hadn’t yet seen it. And second, we moved to quickly produce new content, including the mix of fan-collected video I mentioned to create other ways for fans to experience the moment.

Such a fancy way of saying we edited together some fan video for Snapchat. Give this man an SVP title, another million a year and a Pablo Creek membership, stat!

Shock: PGA Tour's Procter & Gamble CMO Has All Of The Best B-Speak Down Pat

WSJ's Brian Costa gets the first in-depth interview with PGA Tour Chief Marketing Officer Joe Arcuri (thanks reader John) and the ex Procter & Gamble man is the first true B-speak and M-speak artisan at Tour headquarters since the Finchem brand-platform years.

Surely this authentic frontier gibberish works with corporate types, and you have to admire the consistency levels to ensure total buy-in, but when you break the words down there just isn't much substance here.

WSJ: How is marketing professional golf similar to marketing consumer packaged goods, as you’ve done for much of your career, and how is it different?

MR. ARCURI: What I’ve found similar is how fundamental the power of your ideas is, and the ability to create authentic and engaging connections with your consumer, or in our case our fan. That remains the fuel of great brand-building, and the Tour brand is no exception.

The biggest difference is the higher degree of unpredictability inherent in marketing a sport, given the week-to-week variables of live competition. What you have to get really good at is real-time storytelling. You need to be very nimble week-to-week on the story lines that are occurring.

Why didn't I think of that! Though I would have gotten a platform mention in.

WSJ: What are the Tour’s biggest marketing priorities for 2018?

MR. ARCURI: My overall focus is to grow new fans. We have a very strong and affluent core fan base to build on. But to future-proof the Tour,

Whoa...future proof, so good. Go on...

we need to make sure that we’re attracting and growing new fans.

Grow 'em baby, grow 'em!

We’ve been shaping our marketing plans through a fans-first lens to ensure that our media, our partnership deals, our content across all platforms, right to our on-site tournament experience, will allow us to reach beyond that core fan and attract new fan segments.

So good and yet you ask, do people listen to that gibberish and nod their heads?

WSJ: Who are those new fans?

MR. ARCURI: We’re trying to attract millennials, but also what we call sports socialites. Those are a more diverse group of fans. They skew a little bit younger than our core base. They’re more diverse in general, and they consume the product at a high rate on both digital and social platforms.

Do they now? I best they just love five hour and 20 minute rounds too.

WSJ: What makes “sports socialites” distinct from millennials?

MR. ARCURI: It’s not an age thing. It’s more a mind-set of how they want to interact with the sport. They are as interested in what we call outside-the-ropes stories as inside-the-ropes stories and competition content.

Spring Break 2 K! Wooohooo, yay let's yell on their backswing! Woke!

They’re interested in what’s going on with our players beyond just the competitive action. They have a broader sense of the sport and want to engage with it on different levels.

Good for them. Please tell us how you reach these special people...

The same example from Jordan’s hole-out to win a playoff at the Travelers Championship comes immediately to mind. Our suite of social analytics and listening tools showed us quickly that the content was getting tremendous traction through our own channels, and we did two things.

Action! Activate!

First, we amplified the content we had already produced by pushing it through advertising to targeted new audiences that hadn’t yet seen it. And second, we moved to quickly produce new content, including the mix of fan-collected video I mentioned to create other ways for fans to experience the moment.

Such a fancy way of saying we edited together some fan video for Snapchat. Give this man an SVP title, another million a year and a Pablo Creek membership, stat!

Negative Campaign Ads Come To Golf: Hurley Attacks Spieth

When you're campaigning to chair the PGA Tour's Player Advisory Council to table slow play discussions started twenty years ago, declare caddie parking in Memphis a crisis and send Jay Monahan's calls to voice mail, you go negative. At least that's the risk Billy Hurley is thinking in his campaign for more chairmanship votes than Jordan Spieth.

No matter what side of the aisle you sit on, concede that Hurley's gone to the best ad makers in the business.

For those of you who don’t know, I am running against @JordanSpieth for Chairman of the @PGATOUR Player Advisory Council. One final push for the voting that ends tomorrow pic.twitter.com/dO2uLiTg3B

— Billy Hurley III (@BillyHurley3) February 12, 2018

Youthquake? Statistical Evidence Showing The PGA Tour Plays A Young(er) Man's Game

Strokes gained creator and stat guru Mark Brodie has crunched numbers as far back as possible and concluded that, at least based on Strokes Gained, the elite player of 1996 to 2004 was a lot older than today's top players.

Writing for Golf.com:

From 1987 until 1996, the average age of the top 100 players in total strokes gained steadily rose from 32.3 years to 36.5 years. In that decade-long stretch, Watson and contemporaries like Greg Norman, Tom Kite and Hale Irwin were playing competitively into their late forties. The average age of the top 100 players remained steady between '96 and '04.

Since '04, Broadie finds that the average age of the top 100 strokes gained players "plummeted from 36.5 to 33.0 years."
 

PGA Tour Going Against The (Sports) Grain On Pace Of Play

The European Tour introduces a shot clock tournament this year in response to a growing sense the pro game takes too long. And while we have not seen the slow play "personal war" predicted by Chief Executive Keith Pelley when he took the job in 2015, the European Tour continues to suggest that it sees where the world is headed: toward shorter, tighter windows for sporting events.

Major League Baseball is working desperately to shorten games. Bold proposals will be floated at the upcoming owners meetings, even to the point of experimenting with radical plans for extra innings. This comes after the first wave of pace initiatives did not go far enough.

The NBA has already limited timeouts at the end of games and cut TV timeouts. The end of a game moves better.

The NFL attempted to address fan concerns about their long games but only made a half-hearted attempt at picking up the pace. At least they tried.

Even professional tennis is experimenting with a much faster product for the "NextGen".

The PGA Tour avoids enforcing its pace of play rules and, as we saw at Sunday's 6-hour Farmers Insurance Open that was tainted by J.B. Holmes, this is a tour rallying around a player who openly defied (paying) fans, his playing partners and common sense. He knew he could not be penalized so why rush?

We could blame the PGA Tour's slow-play apathy to now-retired Commissioner Tim Finchem's disdain for penalty strokes and his obsession with vanity optics (such as players taking off their caps to shake hands). Those concerns of the Commissioner's office about a player's brand taking hit made enforcement impossible for the tour's referees, who also face pressures in moving fields around from faster greens and distance-driven log-jams on half-par holes.

There was hope new Commissioner Jay Monahan would follow the progressive lead of colleagues like Adam Silver (NBA) or Rob Manfred (MLB) and realize that younger fans are far more interested in action sports that take less of their time. But forget the kids. Who can watch a sport that takes over five hours and featuring players who have no regard for anyone else but themselves? Imagine paying $55 to watch a guy not play ready golf and playing only when he absolutely feels ready.

By signaling this week he sympathized with the supposed plight of Holmes, Monahan confirmed he will not use the power of the Commissionership to speed up play. All Monahan had to do was suggest that with high winds and pressure, it was a tough spot but the fans were right to believe this was a less-than-ideal look for the sport, particularly at a time millions of non-golf fans had tuned in for the Grammy's.

Instead, Monahan made it hard to believe his tour is interested in gaining new fans or in addressing the concerns of longtime fans that some of today's players are just too slow to watch. The Holmes incident captured on camera what paying fans all-too-often see during a PGA Tour event: a player taking much longer than their allotted 40 seconds.

Meanwhile, the European Tour is forging ahead with pace-related initiatives on multiple fronts designed to draw in new fans and intrigue those bored with the sport. While some of the measures are extreme and a middle ground with the PGA Tour position is the ideal, at least the European Tour is building off of the prevailing view after golf's 2016 return to the Olympic Games: the professional sport is woefully ill-equipped to compete in the global sports marketplace at its current pace, scale and preferred format. The pro game will fade into irrelevance if it does not adapt in a world that loves sport more than ever, just in smaller doses.

PGA Tour's New 9&9 Pro-Am Already A Hit

The Forecaddie reported last week that Tiger Woods practically moon-walked at Torrey Pines last week upon hearing that PGA Tour events could mimic the LPGA's longtime policy of nine hole pro-am rounds for players.

As Brentley Romine reports for Golfweek, everyone at the Waste Management Open was praising the first official day of 9&9, including Jordan Spieth:

“I’m a fan as long as the sponsors are enjoying it, too,” Spieth said. “They’re the reason we are here. A lot of times we get caught up in what the players want and we forget about why we actually have this. … I thought it was a good idea when it was proposed last year, just within the PAC because I thought the sponsors might actually enjoy it more. The opportunity to have somebody very engaged for nine holes and you get another guy fully engaged for nine holes versus sometimes it just gets long and for us players, it’s fantastic because I’ve got the rest of the day now that I can go out there and get work done."

We've Seen This Movie Before: CareerBuilder Challenge Finale Tries To Compete With NFL Playoffs

With the Jacksonville Jaguars in the AFC Championship game, even PGA Tour VP's who've jumped on the Jags bandwagon could not possibly have been watching the CareerBuilder Challenge final round. Not even with a young star and now World No. 2 in Jon Rahm atop the leaderboard.

And yet here we were again, with PGA Tour golf on the west coast, in front of light crowds, somehow trying to go up against America's beloved playoff football.

In a world when we know the time NFL playoff game dates and times for months, and we know that their audiences will be massive, golf still thinks it can put up a fight. We're that dumb Chihuahua barking at a head-tilting Rottweiler, only we're not nearly as loud, entertaining or effective.

No sports fan in their right mind watched the CareerBuilder Challenge live when Tom Brady and the Patriots were taking on the entertaining upstart Jaguars. That is not the fault of any player involved. This is a scheduling snafu repeated for the umpteenth year-in-a-row.

So to recap: the PGA Tour returned from Hawaii and had the boys tee up Thursday in La Quinta instead of waiting a day, starting on Friday and finishing on Monday in east coast prime time. Remember, the CareerBuilder is a Golf Channel hosted event, meaning there is programming flexibility.

Also recall that the CareerBuilder is played in a retirement community, with a pro-am format that would actually welcome taking up both weekend days for the pro-am players instead of another weekday.

Last point before I stop beating this too hard: the next PGA Tour stop is in San Diego, less than three hours by car and an easy turnaround for players who make the cut. Yes, they'd only have two days to regroup for the Farmers Insurance Open but bruised linebackers, these are not. They are pro golfers whose sponsors deserve to have their sponsorship positioned in the best way possible. That is currently not the case with the CareerBuilder Challenge.

Unless...the Goo Goo Dolls are playing the 18th hole...

Well since last night was so much fun, let's do it again! @googoodollsofficial take the stage within the hour! #CBChallenge

93 Likes, 1 Comments - CareerBuilder Challenge (@careerbuilderchallenge) on Instagram: "Well since last night was so much fun, let's do it again! @googoodollsofficial take the stage..."