Report: PGA Tour Creates Impact Bonus Fund Based On Players "Who Positively Move The Needle"
/Just did another calendar check. Yep, it’s April 20th. Not the first.
Now, we’ve heard rumors of the “impact fund” to fend off players thinking of joining the Premier Golf League and a little extra bonus money for pimping product, sponsors or ad campaigns isn’t the end of the world.
But the $40 million program outlined by Golfweek’s Eamon Lynch and also creatively undercut in the same piece, seems like an odd solution to the issues raised by the PGL. Namely: none of this will make stars play more, deal with calendar oversaturation, or improve “the product” for sponsors, fans and TV. (Unless you come from a marketing mindset looking at spreadsheets instead of watching golf.)
As always I urge you to read the piece on the “Player Impact Program” for full context. But a few parts with limited snarky interruptions:
A PGA Tour spokesperson confirmed to Golfweek that the Player Impact Program began January 1 to “recognize and reward players who positively move the needle.” At the end of the year, a pool of $40 million will be distributed among 10 players, with the player deemed most valuable receiving $8 million.
The 10 beneficiaries will be determined based on their “Impact Score,” a number generated from six separate metrics that are designed to quantify that individual’s added value.
The metrics are scoring average, starts, wins and maybe some fancy thing showing an increase in ratings or something right?
Cue agents calling Russian bots to figure out how to search the daylights out of their player 24/7…
(1) Their position on the season-ending FedEx Cup points list.**
**The story was updated to omit this: “While FedEx Cup rank was included among criterion in the document players received, the tour tells Golfweek that it will not be used as a metric to determine bonus payments.”
Well okay then! Let’s start at the new top…
(2) Their popularity in Google Search.
(3) Their Nielsen Brand Exposure rating, which places a value on the exposure a player delivers to sponsors though the minutes they are featured on broadcasts.
Alright, not bad. Go on…
(4) Their Q Rating, which measures the familiarity and appeal of a player’s brand.
Oh dear here comes more faux authenticity and “engagement”.
(5) Their MVP Index rating, which calibrates the value of the engagement a player drives across social and digital channels.
The e word!
(6) Their Meltwater Mentions, or the frequency with which a player generates coverage across a range of media platforms.
Meltwater Mentions. Is that, like, to tell me what the kids are watching on TikTok and Twitch instead of execs just relying on their kids to do that heavy lifting?
Heck, I’d rather see points for meltdowns on the course that generate fun memes. Maybe call them Horschel Hallucinations?
Anyway, Lynch reports there is (of course) an algorithm involved to convert scores into metrics and metrics into money. Basically Tiger and Rickie will see a check for years to come.
Lynch quotes Brooks Koepka, who loves the thing is just fine if Tiger leads it annually, and some journeyman who aren’t so happy. But, there are buts.
A PGA Tour spokesperson said that as part of the program the Tour is providing extra resources to help all players manage their social media and branding, including charitable foundations, and to maximize their off-the-course business opportunities.
I have a feeling those in the coveted demo are likely to get their calls to the Global Home will be returned sooner.
It’s believed the formula used to calculate Impact Scores will distinguish between positive and negative coverage a player generates.
That should prevent anyone from robbing a bank or intentionally crashing their car to crack the top 10.
There is also the awkwardness of the MVP Index inclusion.
One metric being used—the MVP Index—is generated by a company founded by Jordan Spieth’s father, Shawn Spieth.
“It’s a substantial source of revenue,” one player agent said of the proposed bonuses, adding that the amounts involved are equivalent to another one or two sponsorship deals annually for some stars. “It’s a smart way to reward stars and it’s no time commitment from the players.”
And that last sentiment is exactly why this will be good for bank accounts and bad for the product. All of this will be secret too, so it’s not like we can follow along and wager on the outcome.
