Oftentimes, the most revealing number in a professional golfer’s ledger isn’t one found among the many Strokes Gained categories, those statistics that speak to fairways, greens and putts, but not to a man’s drive, devotion or distractions. With the enigma that is Rickie Fowler, the most illuminating figure is this: 11 years into his career, he has more commercial sponsors than PGA Tour victories.
And it’s not even close.
There was a period when Fowler’s ample screen time on Sunday afternoons was earned through his fine play. Now that time is paid for by a seemingly endless parade of partners confident that Fowler can help them sell everything from insurance and automobiles to mortgages and underwear. It’s the Arnold Palmer business model, and more power to Fowler for leveraging it so astutely. But at what cost to his career?
Alpha dog athletes don’t rely solely upon the tools of their trade to stake out their territory. A well-timed gesture or pointed comment can be just as corrosive to the confidence of rivals as any excellence in the arena. Roger Federer was a master of it, sometimes congratulating a victorious opponent for having played the match of his life (translation: you had to play the match of your life to beat me!). Tiger Woods is golf’s greatest practitioner of psych ops, so he’s unlikely to have missed Brooks Koepka’s exquisite mastery of the dark art at Bethpage Black.
Not that pre-tournament press conference, during which he declared majors easier to win than regular PGA Tour events. No, Koepka’s alpha doggedness was on display in subtle drone strikes targeting Woods himself.