Posting from Geoff Shackelford.com

This post is a follow up to a thread from Geoff Shakelford's blog discussing Steve Elling's Up and Down piece. You can see the full thread here.

I think both Steve E and BenSeattle touched on some the silver-lining surrounding this TW fiasco that many in the golfworld overlook: the groupthink tendencies of the game's hierarchy are prohibiting the game's organic growth that it so desperately needs. With all the eyes on the golf world, it's a huge opportunity to grow the game and capture a new audience. Filtering the media might ensure some degree of decency and integrity (which is fine), but the extent to which and how they have controlled the media and one's access to the game will undoubtedly keep potential golf consumers outside the ropes. It leaves a bad taste in people's mouths when the 'prince' doesn't have to answer the tough questions....Maybe I'm reading into it far too much, but I think it reminds people of all the reasons why they haven't picked up a golf club or watched on Sundays: it's a country-club sport where the game, the venues and its players are protected from the outside world. Does the game lose integrity when Tiger answers these questions? I'd argue it promotes integrity, if anything.
They might be protecting a product that's responsible for the game's growth the past ten years, but they're making a long-term mistake by turning fans away and clinging to their self-prescribed etiquettes and integrities. How do they plan to capture a progressive generation? These are their future consumers. Adapt a little. I wonder how - and to what extent - they would filter the media if we were in Phoenix this week. Some of this needs to change or we'll have all these new courses with no one to play them. Hey, at least it won't be backed up!

Two Golfers; Two Images

When the Tiger Woods Nike ad first aired during the Masters, it was only hours until it went viral on the 'net. It currently holds the #2 spot on Ad Age's Viral Video Chart.
However, of the 11.2 million total views thus far, 51% are of parodies. Nike's Stefan Olander claims that "Imitation is the sincerest form of flattery. We love when people engage and participate in the storytelling. Any confident brand should be." I'll agree that there's some good in engaging consumers on multiple levels as such, but I also think that the ad had a John Daly-esque engagement that is very un-Tiger. People were making fun of Tiger and Nike. Not normal. Remember this ad? It also included Tiger's deceased father's voice. Up until Saturday afternoon at the Masters, Tiger and his new Nike ad - along with his newly branded on-course demeanor - were the talk of the tournament. Tiger was smiling and shaking hands with the galleries all while hitting fairways and making putts. He was playing great golf and everything was under control. But when the putts didn't drop and the curse words did, the critics of both his brand and his game were left with more questions than answers. Similarly, his new ad engaged consumers, but it left a new and unkown taste in their mouth for the Tiger brand. Tiger is still one of the world's most recognized brands, but his brand's identity or what it represents is not clear to the the consumer and Nike definitely faces an up-hill battle to redefine his image.

Enter Phil Mickelson.

As Tiger's chances faded and his brand became harder to interpret, Phil's chances were realized and his sponsor was rewarded. Everything..and I mean EVERYTHING went right for Phil in his well-deserved victory at Augusta. From the 5-under stretch on Saturday to his second shot at 13 on Sunday, his on-course performance was the perfect pairing for what he was dealing with in his personal life. It was a Disney movie in HD, a feel good ending that couldn't have worked out better for Billy Payne and golf's traditionalists who desperately needed a feel-good story. It was also great for Phil's sponsors. Words like mistress, scandal and bootyism were replaced by family, integrity, and focus. Those are great words for your spokesperson to be associated with. Turning the first couple pages of the post-Masters Golf World issue last week, I wasn't suprised to see a Barclay's ad congratulating Phil and leveraging this picture perfect ending, but I was suprised to see how direct some of the verbage was. (An identical, full-page ad appeared in the WSJ the following week). Both ads depict an emotional Phil embracing his cancer-stricken wife just off the 18th green. They read:

"Congratulations to Phil Mickelson and his family on his victory ... Phil demonstrates why he is a great ambassador and role model for the game of golf. He personifies the game's values of integrity, focus, and precision, which are at the core of how we at Barclays are committed to earning success every day for our clients.”

Wow. They might as well have said, "We're really glad that Tiger is not our spokesperson." Considering the moral scrutiny that financial institutions are under, this couldn't have worked out better for the limey asset manager. Despite some gambling rumors, Phil has shown himself to be an honest gentlemen both on and off the course. Good for him and good for Barclays. He's been a great investment and what happened at the Master's took his brand to the next level.
Moreover, this all makes for more storylines, better competition and highly entertaining golf for ther rest of us. We'll be watching Tiger and Phil do battle at the PLAYERS and the year's remaining majors. I can't wait. It's gonna be great competition and we'll be watching every swing. But we'll also be watching their sponsors...to see how they react to the victories and failures of their most valuable and dynamic spokesmen.

Laughing Out Loud - PGA Tour Edition

So the other day a couple of buddies and I were discussing the glorious instance that is laughing out loud or "LOL," as it's commonly used in the electronic parlance of our times.* Well, we concluded that it's extremely underrated - whether you're the one laughing or the one causing the laughter - and that most people forget the value it can add to the rat race that is their daily lives. It can turn a bad day into a good one. I thought about this in the context of sports, specifically the PGA Tour and how seriously the game is presented to us. Other sports have embraced the light-hearted elements of their games, why not the PGA? We see baseball players playing clubhouse pranks on one-another, pre-game shows with comedians and guys snappin' towels at each other's derrieres in the lockerroom. We love it. We can see it on the field and in the broadcast booth. Whether it's baseball players supermanning across the infield tarp during a rain delay or Charles Barkley making inappropriate comments, we're happily engaged with the sport on multiple levels. The LPGA even has it, why not the PGA? At the Kraft Nabisco Championship (one of the LPGA's majors), the winner and her caddie traditionally jump into the water hazard adjacent to the 18th green to celebrate their victory. Augusta? Probably not, but you get the idea.
Basically, the PGA Tour needs a jagerbomb....from the broadcast booth to the personalities on the course. The answer isn't more Hank Haney projects and Pro-Ams. It's more Phoenix Opens and a bunch of happy people enjoying a 'la vida loca' golf experience. The game's frustrating enough, guys. Oh, and a reminder, it's still a game. Help us relax, laugh a little and have some good ol' fashion fun. The raucous 16th hole in Phoenix draws the biggest crowd on tour. Hmmm... you don't need an MBA to see the business connection here. Would more Phoenix Opens make the sport LESS marketable? I don't think so. Doesn't everyone involved want to grow the game, widen the audience and get more eyeballs on the product? Absolutely. I can't think of one good reason why this is a bad idea. Cheers.

And now....a conversation about laughter that will make you laugh.....

*It should be noted that using "LOL!" when you aren't actually LOLing is a haphasard misrepresentation of your self and only dilutes the true value of real laughter. Think before you "LOL."

JERRY: So the roommate laughed at everything I said.

GEORGE: Wow.

JERRY: It was a great sounding laugh too, kind of lilting and feminine--none of those big coarse "ha's." You know those?

GEORGE: Oh yeah: HA-A-A, HA-A-A.

JERRY: Yeah.

GEORGE: Hate the big coarse "ha." Hate those.

JERRY: And the worst part of course is that she also possessed many of the other qualities prized by the Superficial Man.

GEORGE: I see.

JERRY: So as you can see, I've got a bit of a problem here.

GEORGE: Well, if I hear you correctly--and I think that I do--my advice to you is to finish your meal, pay your check, leave here, and never mention this to anyone again.

JERRY: Can't be done, huh?

GEORGE: The Switch?

JERRY: "The Switch."

GEORGE: Can't be done.

JERRY: I wonder.

GEORGE: Do you realize in the entire history of western civilization no one has successfully accomplished the Roommate Switch? In the Middle Ages you could get locked up for even suggesting it!

JERRY: They didn't have roommates in the Middle Ages.

GEORGE: Well, I'm sure at some point between the years 800 and 1200--somewhere--there were two women living together.

Shots Heard Round The Golf World

Thanks to Charter Communication's lack of 'communication,' I haven't been able to get on the 'net to share my thoughts on all the Masters shenanigans. Honestly....no television, either. I had to catch the coverage at the public course's clubhouse down the street with their boisterous Men's Club providing commentary. It was awesome. And so was this year's Masters. Whether it was Billy Payne's hypocrisy, Ricky Barnes' belt buckle or golf writer Dan Jenkins' racist Tweets, there's a lot that needs to be addressed. I've decided to carve out some time in my afternoons this week (when I'm usually napping under my desk) to collect my thoughts and share some of the golf-related goodness out there on the world wide web.


First, Rick Reilly's recap and perspective on Sunday at Augusta. If Phil is the Thrill, is Tiger the Sullen...?

I love golf. I love the majors. I think Augusta National GC is one the most beautiful courses I've ever seen and hope to get there some day, but Chairman Billy Payne's scolding of Tiger was disgusting and is yet another instance where the club's elitist attitude has left a bad taste in my mouth after a tremendous tourney. While practically comical, his remarks reeked of a hypocrisy that few - the media included -addressed. Why not? The Chairman of a club that doesn't allow women scolds Tiger for the way he treated women?? Ha! Talk about writing checks your body can't cash. Look, I have no problem with a bunch of stuck-up Southern 'gentlemen' wanting to have guy time and tell nasty jokes to one another. I covet and cherish my guy time. But, Billy, please don't publicly lecture us on what our children's role models should or shouldn't be doing. Perhaps most of the media were too caught up in the actual GOLF going on to cover this. I know I was. It finally took the fired-up, non-golf writer, Bill Simmons, to put this into perspective for me on Monday. Check it out here.

Did you hear about esteemed golf writer Dan Jenkins' Racist Tweet Ha! Granted, I think we're all getting a little too racially sensitive these days, but seriously, dude, way to be a professional and prove that the golf world isn't just a bunch of Billy Paynes. We're all really impressed. He HAD to be boozing for this to happen, right?


An authentic (WORN) Green Jacket is being auctioned at
American Memorabilia. Current bid is $1,750. They don't tell us who wore it or when it was worn. So its some dead member's jacket and this is how they plan to cover some of the estate taxes? Hmmm...and its a size 58....No thanks.



I had a friend point out that Ricky Barnes was wearing a "69" belt buckle on Sunday. If that doesn't cement his L7 weenie-status, then I'm sure this 2002 photo we found of him will. Yes, ladies, he's jumping rope with a 5-iron.


Finally, John Tesh puts all our suspicions to rest by confirming that he did, in fact, date Oprah....Winfrey. Oprah, we hope you wore a condom.

PHOTOS : Tiger's Practice Round on Tuesday

Photos Courtesy of Zimbio.com