The WGC-FedEx St. Jude Invitational Is Born, Now We Just Wait To Watch It Fade Away

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FedEx renewed for the Cup and executive bonuses flowed and mentions have increased to the point golf writers get inundated with complains. So why the company thinks it'll be fun to host a WGC event in Memphis--in August 2019--when the major season is over and at the TPC Southwind, is beyond me.

Yes, the field will be fine for a year or two as the brass remind players why they better show up to an event between The Open Championship and the playoffs starting. But after a few years, look for this event to become an August headache that will be searching for a new calendard spot.

From Will Gray's GolfChannel.com story on the likely timing, which still seems destined for August. What sane individual wants to be playing golf in Memphis in August? 

While the 2019 tournament dates for the new Memphis event have not yet been announced, Monahan explained that the dates have been chosen but the Tour is still waiting on the details surrounding a few other events before announcing a full slate for 2019.

"We have its place, and it will be in and around the same position that the WGC-Bridgestone Invitational has been in," Monahan said.

Akron Blues: Losing WGC For Champions Tour Like Going From Major Leagues To Double A

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Bob Dyer of the Akron Beacon-Journal reacts to news of the PGA Tour leaving Firestone for Memphis, and providing a Senior Players as the consolation, writing that it's "equivalent of going from Major League Baseball to AA."

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Dyer notes the rumors of FedEx demanding WGC status for the Memphis stop and player affinity for Firestone as reasons to be dismayed, but ultimately can't get past the loss of big names coming to Akron.

Area golf fans no longer will be able to rub shoulders with household names like Tiger Woods, Phil Mickelson and Rory McIlroy. No more Dustin Johnson. No Rickie Fowler. No Justin Spieth.

In this week’s rankings, the top three players on the Senior Tour are Bernhard Langer, Steve Stricker and Scott McCarron — prominent former PGA Tour players, to be sure, but hardly living legends.

Dyer says it all came down to the cost of World Golf Championship sponsorship and has pretty good sources on that.

Gordon Knapp, CEO of Bridgestone Americas, said Thursday that his company would have been permitted to keep the WGC event in Akron had it anted up enough money. But clearly Bridgestone’s sponsorship budget is lower than FedEx’s.

“We looked at where the PGA was going with their … pricing, and frankly, we had to take a step back and take a look at our own portfolio of sports sponsorship packages,” he said.

He declined to disclose any numbers. 

It's not typical to see a CEO call out the price increase like that, so was Bridgestone made an offer they had to refuse, or is the WGC pricing really on the upswing for all sponsors? 

PGA Tour Prepared To Go All-In On Legalized Sports Betting

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With the Supreme Court set to rule any day now on sports betting, Rex Hoggard reports that the PGA Tour has laid the groundwork with players to address integrity issues. 

According to the tour's Andy Levinson, efforts have focused on player education so that the tour can benefit from interest in golf betting.

Levinson explained that the Tour has been working with the NBA and Major League Baseball to assure that the types of betting that might be allowed protect the customer as well as the integrity of the competition.

“It’s important that the types of bets and the types of markets that are created around our competitions are ones that don’t increase the risk of corruption,” Levinson said. “By having some say in the types of bets that are offered we feel we can mitigate the risk that can be posed.”

Specifically, Levinson said the Tour would want to avoid bets that focus on a negative outcome, such as a player missing a fairway or a green or making a specific score.

I have almost no concern about the players. But fans encouraged to Live Under Par and who might have a wager on the competition? Baba booey!

Turns Out Living Under Par Isn't For Everyone

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Writer Lorne Rubenstein noted this:

My favorite #liveunderpar contribution came from a PGA Tour golfer who looked up under par and sent this:

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On that note, here's to living...over par!

Should The Media Be Talking About The Reed Family Matters?

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Two post-Masters stories focused on the Reed family split and the emotions for his parents and sister watching from just three miles away. I certainly understand both sides of this one and explain in this Alternate Shot with Matt Adams that ultimately, there are a few issues in play here.

There is the tournament's prominence and the number of non-core golf fans watching who do not know much about Patrick Reed.

There is the 18th green's family-greeting/escorting-to-scorecard setup at The Masters which seems slightly photo-op-ish and makes families part of the story.

And there is the proximity of the parental home to the Reed family home.

Here is our chat:

Player Agents And Social Media Interns Work Extra Hard To Help Launch #LiveUnderPar

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Authenticity is a primary theme of the PGA Tour's new slogan and lifestyle brand play. Under that umbrella includes the role of social media, a new breed of young player communicating directly to the fans, and the inclusion of fans in tournament storytelling. At least, that was how the media was briefed on this slogan.

So that makes Tuesday's "Live Under Par" rollout all the more eye-opening as a severely bloated rollout essentially forced every player's social media teams, agents or other unsuspecting souls to put out a social media post launching what appears to be a lame ripoff of the No Laying Up vibe.

If you want a giggle, check out the hashtag feed for Live Under Par to see if you can spot the players forcefully and not in the least bit organically contributing to the rollout. It's a study in how not to organically roll out a campaign if authenticity is the play.

A sampling of the awkwardness that all reads like the work of someone other than the player...

Instagram: Reed Hits NYC, Walters Wins Jones Award, The King At Harbour Town, Best Masters Viewing Setup

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Masters winner Patrick Reed his New York City and various media appearances, including a Knicks game seated next to Chris Rock.

Patrick Reed is loving life as the Master! #golf #golfer #instagolf #golfstagram

871 Likes, 18 Comments - Golf Monthly (@golfmonthly) on Instagram: "Patrick Reed is loving life as the Master! #golf #golfer #instagolf #golfstagram"

Dennis Walters has won the Bob Jones Award and will be recognized for his amazing talent, passion and devotion to the game this June. Janeen Driscoll's report for USGA.org.

Dennis Walters has spent more than four decades inspiring millions around the 🌎. The USGA is proud to honor him as the recipient of the 2018 Bob Jones Award. 📸 USGA/John Mummert

1,238 Likes, 6 Comments - United States Golf Association (@usga) on Instagram: "Dennis Walters has spent more than four decades inspiring millions around the 🌎. The USGA is proud..."

Vintage Arnold Palmer at Harbour Town:

When Arnold Palmer took home the first ever @rbcheritage 50 years ago, the iconic lighthouse was still under construction! #ArniesArmy

5,165 Likes, 24 Comments - PGA TOUR (@pgatour) on Instagram: "When Arnold Palmer took home the first ever @rbcheritage 50 years ago, the iconic lighthouse was..."

This definitely was the best Masters viewing setup I saw:

Nothing excessive about this #howiwatchthemasters

248 Likes, 9 Comments - Aubrey MacKenzie (@aubreymackdaddy) on Instagram: "Nothing excessive about this #howiwatchthemasters"

PGA Tour's New Slogan: "Live Under Par" Because No Laying Up Was Already Taken

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You don’t need a club in your hand to live under par. Or so the new slogan goes, playing to the narcissism of today's fan needing to be part of the action because the sport isn't seen as strong enough to stand on its merits.  

Strap in folks, For Immediate Release:

PGA TOUR introduces new advertising campaign, capturing vitality of today’s TOUR

PONTE VEDRA BEACH, FLORIDA – For the first time in more than 20 years, the PGA TOUR is launching a new advertising campaign designed to capture and celebrate the energy and spirit of today’s TOUR.  Titled “Live Under Par,” the campaign plays on golf’s unique scoring language to portray the relentless pursuit of excellence by TOUR players, both competitively and in how they embrace the values of the game like sportsmanship and respect, as well as the PGA TOUR’s ingrained mission of giving back.

Jammed a lot in there. 

The thematic of “Live Under Par” immerses spectators into the contagious excitement of the sport, showcasing its vast 360-degree impact both inside and outside the ropes.  As part of the current integrated marketing strategy of the TOUR, the campaign aims to reach beyond the core golf fan and attract new and diverse fan segments to the sport.

Come on out Jets fans and tell these guys what losers they are! 

Further, it will serve as a call to action for dedicated golf fans to share their passion for the game and invite newcomers to “join the PGA TOUR.”

AKA the Waste Management Phoenix Open model.

“The ‘Live Under Par’ campaign goes beyond capturing the incredible ability of PGA TOUR players to score below par each week by showcasing and celebrating that same attitude of excellence that exists between players, players with fans, and players interacting with communities and charities,” said Joe Arcuri, Chief Marketing Officer of the PGA TOUR.  “The new campaign captures not just a way to play, but a way to be.”

My first reaction to making PGA Tour golf as a lifestyle brand: the tour is acknowledging product isn't good enough to attract people on the simple merits of golf.

Let's say goodbye to the old slogan, which was a rush-job to replace Charity Is At The Heart Of The PGA Tour when they weren't so charitable to Casey Martin.

Developed in collaboration with new roster agency Troika of Los Angeles, “Live Under Par” becomes the TOUR’s first new theme and tagline since “These Guys Are Good,” the longest-running advertising campaign among major sports, debuted in 1997. 

Thoughts and prayers please, services are pending.

“'Live Under Par' is an invitation for both players and fans to participate, no matter which side of the ropes you’re on,” said Gilbert Haslam, Executive Creative Director, Troika. “The campaign provides fans with new ways to engage in all the PGA TOUR has to offer and celebrates the shared mindset and spirit behind the constant pursuit of greatness. ‘Live Under Par’ is unique to the game, but with meaning that resonates far beyond it.” 

Live Vicariously Through These Guys, post photos if you can get reception--a big if when Tiger plays--and tell Rickie how you want to be him when you grow up, even though you're 35. What could go wrong?

The PGA TOUR has been proactively shaping marketing plans through a fans-first lens to reach beyond the core fan.

Fans-first is good when it comes to the actual golf and wanting to make the game more entertaining. But that's not where we are headed here...

The TOUR has analyzed real-time fan consumption across all media platforms to further understand and enhance the areas where target segments are most engaged.

One of the first initiatives the TOUR made under the fans-first approach was relaxing cell phone and social media guidelines at tournaments – providing both fans and players with the opportunity to create and share personally captured content.

Good news: reception has been dreadful at most events and it's up to each week's tournament to deal with, so the engagement will be limited.

“Live Under Par” is a testament to the success of those changes and prominently features fan-captured content throughout the exhilarating commercial spot debuting in conjunction with the campaign.  

Exhilarating, if we may say so ourselves.

“We consider this campaign more of an evolution, growing from how our players’ competitive excellence was presented so effectively through ‘These Guys Are Good’ to doing that and so much more,” Arcuri said. “We are pulling the camera lens out, so to speak, to highlight the fun and excitement on TOUR and highlight the special interaction we see every week between our players and fans. We believe this, in turn, will help spur broader interest among a more diverse group of fans.’”

There you go fans, interact with these guys as they play. Whoop it up! Tell the WAGs how you loved their Bahamas vacation bikini photos and yell "get in the water" just to show you're a close friend. Woke!

“Live Under Par” will debut with a combination of television, digital, social, print, radio and advertising, along with tournament activation and support of PGA TOUR players. To experience the campaign, visit www.liveunderpar.com. 

Here is the "trailer" for the campaign. It's all about you fans...

Players Somehow Survive Masters And Its Low-Tech Course Data

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Just a reminder that the world's best somehow managed to play The Masters without green reading books and yardage books feature grade-adjusted yardages.

Sun did the whole rise from the east, set in the west thing each day.

Players had to play by the club's rules and all still showed up. File that away.

As Karen Crouse writes for the New York Times, some of today's best even prefer the freedom to play

Away from Augusta, competitors typically use two books, one with tee-to-green details for each hole and the other, which often has a price tag, focused solely on the greens. The Masters provides a single one, at no cost, that covers both elements, offering rudimentary information. It is left to the caddies and the players to do their own legwork and fill in the blanks. In that respect, the Augusta National book is like the course itself, designed to reward those with the most creativity, imagination and discipline.

“I like it that way,” said Michael Greller, who caddies for Jordan Spieth, the 2015 champion. “It rewards people who put the work in.”

Costco Is Selling A 4-Piece Ball Again

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Thanks to reader Brandon for the alert on Costco's return to the 4-piece ball market, the same construction as their disruptive original. Last summer they unveiled their second ball, but it did not test as well and was of different construction.

They are also currently selling a 3-piece ball.

And the wholesale-ish retailer is not shying away from the ball business as they continue on-going litigation with Acushnet.

Patrick Reed Says Masters Win Validates His Manufacturer-Agnostic Strategy

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It's interesting to see Patrick Reed suggesting his Masters win validates a strategy to go equipment-deal free. I wonder if other players will forsake the money and full support of a tour team?

Wait, this just in, sources close to 300 of the world's best golfers just whispered in my ear and said no &^$#%* way. 

Bill Speros with a roundup of Reed's New York visit following his Masters win.

“This has freed me up to use whatever equipment I want. On the equipment side, I’m just out there doing my thing. I’m using whatever I want to use,” Reed said. “I’m able to put 14 golf clubs and a golf ball in the bag that I feel are the perfect fit for me. To do that and come out with a my first major, it was a risk. But it was a risk that was the right one.”

Patrick Reed's Family Watches Masters Win From 3 Miles Away

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Both Alan Shipnuck of Golf.com and Ian O'Connor of ESPN.com talked to Patrick Reed's parents Sunday after their son won the 2018 Masters.

Bill and Jeannette have not been in touch with their son for six years, with Shipnuck reporting they were escorted off of Pinehurst during the U.S. Open at the request of Justine Reed, Patrick's wife.

From Shipnuck's report:

A friend of Bill and Jeannette's had extra tickets to the 2014 U.S. Open, so with some trepidation, they went to Pinehurst No. 2 and followed Patrick throughout the second round, hoping to perhaps reestablish contact and meet their granddaughter for the first time. Justine was also in the gallery, but no words were exchanged. Walking up the 18th hole, Bill, Jeannette and Hannah were surrounded by police officers. They ultimately were escorted off the grounds and had their tournament badges confiscated by a USGA official who, according to Jeannette, said he was acting on Justine's wishes. (In previous interviews Patrick and Justine declined to comment on any aspect of their relationship with his parents.)

O'Connor wrote that he joined Bill Reed in tears.

So we cried together Monday morning, two 50-something fathers talking about regrets and family divisions and the things people wished they would have said and done before loved ones passed away. We talked about green jackets, too. Patrick won the Masters 3 miles from where his father Bill and mother Jeannette and younger sister Hannah watched with family friends Sunday evening from their Augusta home. They were uninvited guests to the coronation of golf's brash new 27-year-old king.

August 2019: PGA Tour Taking A World Golf Championship To Memphis

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I'd hate to be the exec charged with convincing stars to appear in Memphis every August for a tournament after the majors have been played. And where the average high temperature that month is 91.

The Commercial Appeal's Mark Giannotto says the announcement is coming Thursday and involves the 2019 schedule revamp's May PGA move. The move of the FedEx St. Jude Classic to WGC status means the end of Firestone's PGA Tour run, for now. 

Everyone excited for the World Golf Championships FedEx Invitational, a part of the season long FedExCup.

Back To The Desperation Days Of Golf: Walk-Up Music Coming To The PGA Tour's Zurich Classic

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We've all enjoyed those really deep dreams where all is right with the world, Jordan and Rickie are making birdies, Tiger's finishing off the week with an eagle and all sorts of crazy things are happening with birdie runs on the Masters back nine. Then Patrick Reed starts throwing on the green jacket, and you're awakened by a 5 am alarm clock.

Welcome to April 9, 2018!

The PGA Tour announced the day after the Masters--a Monday news dump!--the Zurich Classic as the first tournament where it will feature walk-up music. Ryan Lavner writes for GolfChannel.com:

Each two-man team that makes the cut at TPC Louisiana can pick a walkup song to be played on the first tee before each of their weekend rounds. The New Orleans-area tournament, scheduled for April 26-29, is the only team event on the Tour schedule.

“This innovation will try to further and enhance the concept and the team atmosphere,” said tournament director Steve Worthy.  

 

First, it's not an innovation if you are copying the European Tour. 

Second, the mental image of players and walk-up music is mildly awkward, but two man teams? Will they be joined arm-in-arm?

Finally, coming off of a successful Masters with none of the desperation ploys and massive ratings, I welcome you back to the world of golf's continued, ongoing and relentlessly exhausting efforts to appeal to the kids! 

Weekend's 2018 Masters Ratings Up 24% And 16% For CBS

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Saturday's third round of the 2018 Masters saw a nice increase while Sunday's finale with Patrick Reed and Rory McIlroy in the final group was up 16%. 

We see ratings increase numbers like that all the time, but when it's The Masters that means we're talking about a lot more eyeballs, two million to be exact: 13.027 million average television viewers versus 11.051 million last year.

Also note the streaming numbers at the very end.

CBS SPORTS’ 2018 MASTERS THIRD-ROUND COVERAGE EARNS RATINGS INCREASE OF 24%

CBS Sports’ third-round coverage of the 2018 Masters on Saturday, April 7, earned an average household metered market rating/share of 5.7/13, up 24% from last year’s 4.6/11.

This year’s third-round rating peaked with a 6.1/14 rating/share from 5:45-6:00 PM, ET and a 6.1/13 from 6:15-6:30 PM, ET.  

Top Five Rated Markets:

1. Ft Myers-Naples – 10.1/22
2. Greenville-Spartanburg-Asheville- 10.0/18
3. Greensboro-High Point-Winston Salem- 9.7/17
4. Dayton- 9.6/18
. Louisville- 9.3/18

And Sunday's news...

CBS SPORTS’ 2018 FINAL-ROUND MASTERS COVERAGE DELIVERS INCREASE IN VIEWERSHIP OF 18% 

MASTERS FINAL-ROUND IS HIGHEST-RATED AND MOST-WATCHED GOLF TELECAST SINCE MASTERS IN 2015

DIGITAL STREAMS OF ENTIRE TOURNAMENT DRAW RECORD VIEWERSHIP

CBS Sports’ final-round coverage of the 2018 Masters on Sunday, April 8 was seen by an average of 13.027 million television viewers on CBS, an increase of 18% from last year’s final round (11.051 million), according to Nielsen live plus same day fast national ratings.

Yesterday’s coverage earned an average national household rating/share of 7.9/18, an increase of 16% from last year’s 6.8/16.

This year’s final round was the highest-rated and most-watched golf telecast since the final round of the Masters in 2015 (8.8/20; 14.231 million viewers).  

The final round peaked with a 9.9/21 rating/share and 16.836 million viewers from 6:15-6:30 PM, ET.  

CBS Sports’ live streaming video coverage of the 2018 Masters Tournament, featuring four channels of golf action available on CBS Sports and Masters digital platforms, drew record viewership with 873 million total minutes of coverage streamed, an increase of 110% from 2017.