The tour prides itself on hosting the best golf competitions for the best players in the world. {Although the actual top 3 tournaments are not hosted by the PGA tour: The Masters, US Open and The Open} For a company that prides itself on competitions, the PGA is not very enthusiastic about participating in a competition of their own. What do they say about pride again?
The PGA hasn't had a competition for talent. They have run all the best games in town for a long time but the talent is starting to be chipped away by the large purse strings of the black gold nation. Some of the top ranked players in the world have joined LIV for multi-million dollar signing bonuses. Signing bonuses; you know those contracts athletes get in pretty much every other professional sports league. The PGA is against signing bonuses because... well we don't know why. We assume it has to do with their ideals of only paying based on the players performance for the week because that's how they've done it for nearly 100 years. We respect that "if it ain't broke" attitude but many players don't seem to feel the same way. The LIV golf tour now has more than 15 of the top 100 golfers playing for them. That means it might not be broke yet but the "check engine" light is on and you may want to take a look under the hood.
Many of the players who joined LIV golf resigned their memberships to the PGA tour. The PGA's response was to immediately suspend them. That's right, you cant quit because you're all fired. Or, you cant fire us because we quit? We don't know which chicken laid this egg first but the PGA is scrambling. They upped the purses in several events because the way to put fires out is to pour money on it. They also changed the season schedule and reduced some field sizes to boost prize money. Looks like they hit the ball into the water off the 1st tee and it is costing them more than just a couple strokes.
Why did this happen? That is what the PGA should be asking. They're probably not because we thinks, it thinks, it already knows. Can't learn something you think you already know. If you are looking for a reason why any company is successful you have to look at the management. Who is the the man at the top of the PGA? Mr. Jay Monahan. In 2019 he earned $5,378,295 as commissioner of the PGA tour. This put him in 8th place on the tour money list for 2019 just behind Dustin Johnson at $5.5 million. (Of course this didnt include the $3,466,390 that Monahan also got from "related organizations." That would have put him closer to the #1 spot on the money list.) For a salary like that we think he probably is tournament tested. He does have a degree in history so maybe he knows all the things that are doomed to repeat themselves. Although he is probably human though, so even if he knows the past he might not be able to prevent the future disaster. Is he the right person for the job?
What could be the reason to even go LIV golf? Money. Plane and simple? Fly around the world in private jets to play golf for guaranteed money. Sounds pretty sweet but we think there could be more pieces to the puzzle. Maybe a piece is that playing for a paycheck is stressful. Weird to think that a player may not be thrilled about traveling to a new destination every week with no guarantee of being paid. Add to that if you don't do well this season you will get your status dropped by the PGA and have to restart that mini tour grind all over again. Oh and those tournaments are the same structure except if you do actually manage to make the cut the paychecks are much smaller. Who wouldn't love a constant stress and anxiety of worrying where their next paycheck will come from? (We can actually answer that... no one. No one likes worrying if they are going to get a paycheck or not. That sounds terrible.)
What do golf fans really want to see? Do golf fans really care about guaranteed money? We are golf fans here and we have to be honest... we don't care about the players paychecks or that they "earned" it by playing well. We care about seeing our favorite players in person hitting amazing shots. Good golf is inherently boring. Hit fairway, hit green, make putt, repeat. We'd like to see it get spiced up a bit. Where is the fun? Maybe have NFL linebackers tackling you in the middle of your swing. We'd watch that. Ok, maybe that's too aggressive.
Let's pitch you a couple ideas. Change the format. (Yes, that is what LIV golf is doing) The important thing is to make it fun for players and viewers. Especially on the last day of a stroke play event. There is usually only a hand full of players in contention to actually win but there are likely to be 60+ other players on the course. Winning is fun! What do we suggest? If you are going to have a normal stroke play event, have other prizes throughout the round. How about a closest to the pin on all the par 3's for $10,000 plus $10,000 donated to that players favorite charity. You claim to be a nonprofit... Why not show the fans everyday you play you and the players are contributing to charity? How about a long drive on the front and back 9? The leaders might not try hard on these but we guarantee the players out of contention will. Why? Because its fun to try to win something. (especially if its money) How about a shot of the day? The PGA picks 4 of the top shots and has a fan vote on their mobile app. This drives fan engagement. This drives revenue because you have sponsorship for the long drive, closest to the pin, and shot of the day. This drives player engagement because they can still win something without winning the tournament. Sounds more fun, right?
When you have a disruptor in the market (LIV) it is time to get creative. Do not sit, stroke your ego, and let your pride beat you. The PGA has a lot of pride in itself and we all know what they say.... "We're here! We're queer!" Wait, that's not the pride we're talking about... We're talking about pride as the deadliest of all sins because it leads to all other sins. Pride is delusional, spiteful, and bitter. Thankfully the PGA tour hasn't shown any of those symptoms...
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Make your decision and LIV with it
special deLIVery