Finchem: Everything's On The Uptick! Or Is That Uptake?

I was unable to sit in on Tim Finchem's year-end press conference but all of the questions I would have wanted to ask came up. It's a fascinating, slightly shocking and at times mesmerizing script to wade through. It's also one that I think we'll look back on a year from now and think either,

A) the man really knew his partners, the corporate world and his "product" and its ability to lure the networks into a lucrative new deal

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Rolfing Has Even More Reason To Rave About All Things Hawaii

Ann Miller reports on announcer Mark Rolfing's charity becoming the beneficiary of the renamed Hyundai Tournament of Champions. It pays to go fishing with the Commissioner!

Note how Miller puts the current PGA Tour buzzwords in quotes. Underpin! New energy! Energize!

Now SBS will "underpin" the tournament through 2019, according to the tour. That will include hospitality and other on-site activities. The Mark and Debi Rolfing Charitable Foundation became the non-profit host organization, required by the tour, in August.

Back then Rolfing, an NBC golf analyst from Kapalua, characterized his involvement as a "last-gasp" effort to keep the tournament in Hawaii. Hyundai's sponsorship gives the event room to breathe.

Rolfing's vision is to bring "new energy" to the tournament, which he considers vital for its future. Starting in 2011, there will be no admission charge -- a first for the PGA Tour. Rolfing plans to turn the TOC into a weeklong event that will attract people from the whole state and "energize" the world about the start of the golf season.

There will be a Hawaii Junior Golf Festival the Sunday before the tournament and three days of special events similar to baseball's all-star week, with a long-drive contest and pros interacting with amateurs, juniors and celebrities. The night before the tour tees off (Jan. 5), Golf Channel will have a 2-hour prime-time special from the first tee.

"I felt if we could create energy for the tournament by doing different things it would make it more attractive to a new sponsor and, lo and behold, it did," Rolfing said. "I don't think anybody imagined we'd get a new sponsor two months out, but this is going to continue because the new sponsor basically bought into the concept."

And don't you know we'll hear all about from Rolfing during the telecast.

Finchem On Cume Audiences, Brand Interweaving And Striking Distance Retirement Acceleration

Ah, I remember when the ASAP folks called Tim Finchem's latest b-speak favorite cum audience. But after fifteen internal meetings and one memo I'd sure love to read, the latest buzzword is now cume audience. For the life of me, I don't know why they tweaked it, but boy were those cume audiences the topic of the day at East Lake when the Commissioner sat down with the slingers to talk about the state of the tour.
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"There are so many ways the Tour could have regulated Tiger to East Lake next week, starting with the stipulation that the defending FedEx Cup champion gets the chance to defend."

I thought Cameron Morfit was going for a tongue-in-cheek/April Fool's deal with his suggestion that the tour should have figured out a way to get Tiger to East Lake--kind of like when NBC scrambled to figure out a way to keep Charles Van Doren after he intentionally lost on Twenty One. But it appears Morfit is serious in his criticism that the FedExCup has taken a hit because the PGA Tour did not rewrite the rules to get Tiger to the Super Bowl, even though he's got a .500 record.
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"Hereafter, should a player be late for his pro-am starting time, the situation will be handled as a matter of unbecoming conduct."

What an embarrassment for the Commissioner and the PGA Tour Policy Board. After all, they had reviewed the policy, heard from players and media that it was silly to DQ someone for being late to a pro-am, and been told that their effort to protect sponsors ultimately could hurt the sponsor. Yet they could not envision the potential problem until one of the "good guys" couldn't recharge his iphone or use a hotel wake up call service.
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"There quite possibly wouldn't be drug testing on the PGA Tour if Woods hadn't backed the notion."

Steve Elling suggests that the initial revelations from the Anthony Galea charges would seem to suggest that even though Galea wasn't licensed to Florida and Tiger's shaded the truth fairly consistently in the last year, it's still hard to imagine Woods using performance-enhancing drugs.
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"Other players have reportedly received TUEs. Why?"

Doug Barron continues to make a convincing case for a Therapeutic Use Exemption while raising questions about the tour's desire to single him out.

I played four Nationwide events early in 2009 and was never tested (I think because officials knew about my condition). In June, I received a sponsor's exemption to the Tour's St. Jude Classic. As the tournament approached, I was so depleted I could hardly get out of bed, so I took a shot of testosterone. I knew I was tempting fate.

I shot 72 in the first round, and was then asked to supply a urine sample. Last November, I was notified that I'd tested positive. I was suspended and blocked from Q school. I planned to appeal, but commissioner Tim Finchem, the sole arbiter in such cases, told me I'd never win.

Other players have reportedly received TUEs. Why? What are their levels and what are they taking? I'm not a conspiracy theorist, but one Tour round, one drug test, for a guy with a widely known issue, didn't feel right. Was I being made an example?

Of course. But why is the question that will inevitably be answered in court. And we know how well that worked out last time.