The PGA plans to create a new reward structure – a bonus pool that rewards the most popular players in the sport – one month ahead of the 2021 PGA Championship. The announcement was met with mixed opinions. But for the rest of 2021, it should not change much on the Tour. That means we shall see a full field and excellent 2021 PGA Championship betting odds. But what could it mean for the sports after this season, and is it a smart move, or will it hurt golf in the long run?
What is the $40 Million Bonus Pool?
The PGA Tour recently announced new incentives to players based (primarily) on their popularity. The bonus pool proposed by the PGA will reward players based on five factors.
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Popularity on Google search
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Nielsen Brand Exposure rating, which measures the value a player delivers to sponsors via his total time featured on broadcasts
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Q-rating, a metric of the familiarity and appeal of a player’s brand
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MVP rating, a measure of how much engagement a player’s social media and digital channels drive
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Meltwater mentions or the frequency with which a player is mentioned across a range of media channels.
Why it is Good for the Sport
I am personally not on the side – this is the greatest thing the PGA has ever done – I do not think anyone is. However, I understand why this bonus pool has some merit.
First, the PGA is about to face competition from a new league called the Premier Golf League. While players are not itching to jump ship – and some have come out and said they would not join the league because of how it is funded – the league still has time to make amendments before its planned launch in 2022 to attract the world’s best golfers.
The PGA Tour does not want to lose its most profitable and popular players. So guaranteeing money to the golfers that drive the league and bring in the most revenue is simply a business decision.
Players leaving to join other leagues can also have negative impacts on the competition in the sport. The best professionals in North America act as a monopoly – which does have its negatives. However, it does ensure the best players in the world all competing in the same league.
“The PGA Tour, TIger Woods” by Rob Schumacher-USA TODAY Sports is licensed under CC BY 3.0
Why it is Bad for the Sport
Arguably the most significant drawback from the pool is that it rewards players based on popularity and not skill and success. The original details on how the bonus pool would be paid included the golfer’s standing in the FedEx Cup rankings – but since those details emerged, the PGA has stated that is not a part of the criteria.
This means players like Phil Mickelson and Tiger Woods are considered top-10 golfers, even though their glory days on the Tour are well behind them.
The counterargument is that people tune in to watch these golfers – especially Tiger Woods – so their popularity is vital for the sport. But what happens when these golfers officially walk away from the game?
When their careers are over – and they are the golfers rewarded the most and shown the most on television – what does the PGA do next?
The short-term payoffs from the bonus pool could hamper the development of the league down the road.
What Will Happen Next?
I do not expect this idea to flame out instantly (like the European Super League did last week). However, unless the league tweaks the idea a bit (at least add in some part that is based on performance), it could incense some middle-range golfers (the guys who win enough to see on Sunday’s but not the biggest names) to consider the Premier Golf League as a viable option.
Over the next few months, we will see if more golfers take to social media and try to increase their exposure (so they have a chance at the bonus pool). That could be a good thing – especially if some younger guys like Will Zalatoris are able to gain popularity and help shape the face of the league for years to come.
