While it remains unclear how Brooks Koepka’s engagement strategy will impact his share of the PGA Tour’s $40 million bonus fund for players who “move the needle” with fans, there must already be a direct correlation between his social media posts and Jay Monahan’s Mylanta consumption.
The last couple of weeks — and in particular the last 24 hours — will have reminded the commissioner that the solution to one problem invariably creates other, intertwined sources of heartburn. In his bid to neuter the threat posed by a Saudi-financed rival tour, Monahan devised the Player Impact Program to bestow cash on the needle-movers and prevent their splitting.
The most jarring revelation of the last 24 hours wasn’t that the PGA Tour will now reward its most prominent players regardless of performance, but that a sport hitherto known as a citadel of conservative capitalism actually harbors a wealth of socialist sentiment. How else to explain the convulsive reaction when Golfweek revealed the existence — previously unannounced by the Tour — of the Player Impact Program, which will dispense $40 million in bonuses to 10 stars deemed to have most moved the needle in terms of fan engagement?
On social media (always a reliable indicator of the broader world), a remarkable number of golf fans who usually genuflect at the altar of Adam Smith were apoplectic at the idea of wealthy players receiving money for such nebulous reasons, dollars that could be used to benefit the greater good, whether boosting purses in the minor leagues, rehiring Tour employees laid off during the pandemic or otherwise growing the game. In short, anything except further swelling Rickie Fowler’s already tumescent bank account.
Who knew it was so easy to convert the “up-by-the-bootstraps” brigade into Bernie bros?