IIt was always about what he did and not what he said. The rise of Tiger Woods to not only the dominant figure in golf, but also one of the most recognizable individuals in the world, occurred because of what happened with clubs in hand instead of in front of microphones. The young Woods distrusted the press. The relationships became even more complex after the golfer’s personal life was hit by scandal. The media had to coexist alongside him – to some extent careers depended on his fame – without any sense of mutual warmth until the closing stages of his playing days became a grim reality.
This time it’s definitely about what he says. Woods will make another comeback next week – Sinatra, etc. – at the Hero World Challenge in the Bahamas. Because his foundation is a benefactor and the background lacks madness, Woods has made a habit of performing in Albany every December. This will be his first since limping out of the Masters. Participation is a surprise given the extent of his physical problems at Augusta National in April.
In the intervening period, the 47-year-old has gone straight to the center of the Gulf civil war. Rory McIlroy may have left the PGA Tour board scene, but Woods, who was appointed in August, remains at the table. He does so while the PGA Tour makes the eyes of corporate America flutter. Tiger Woods has great appeal for any company looking for investment.
Woods never seems to have much time for Greg Norman. The 15-time major winner has been publicly and persistently dismissive of the LIV Golf model Norman fronts. When seven-figure rewards were offered for participation in LIV’s precursor, the Saudi Invitational, Woods had no interest in playing a role in the kingdom’s none-too-subtle golf maneuvers.
So where on earth does that leave Woods as the PGA Tour tries to wrap up an increasingly shaky deal with Saudi Arabia’s Public Investment Fund? He did not step into an administrative and decision-making position because he had little else to do. This was about exerting influence; and enough of it. Jay Monahan may be the Tour’s commissioner, but Woods is the man players and spectators will follow. If he chooses to take a public wrecking ball to the PIF alliance during his speech on Tuesday, the Tour will once again find itself in direct opposition to LIV and the sport’s disruption model. The Tour, largely through poster boy Woods, also needs a workable Plan B. Woods may be citing confidentiality clauses, but he has a duty to explain what he believes should be the direction of travel for the elite game for decades to come. If that happens alongside the Saudi investors, Woods will have seriously changed his approach.
Professional golf is not in a nice place. A looming December 31 deadline for the PGA Tour, DP World Tour and PIF to produce anything beyond a framework agreement seems fanciful. McIlroy was well within his rights to cite a lack of time in leaving the boardroom, but it was easy to assume he might not fully agree with what is happening behind closed doors.
Too many people within the sport seem desperate to ensure that Saudi wealth comes to them rather than being distributed elsewhere, and therefore completely ignore the source of these funds. This can be called Newcastle United syndrome. The sight of Martin Slumbers, the normally risk-averse CEO of the R&A, playing golf alongside the PIF Governor at the Dunhill Links Championship was particularly alarming in this context. The R&A should do everything it can to legitimize sportswashing through fun photo opportunities.
Those within LIV continue to talk about the future with absolute certainty; this despite the tour’s lack of widespread visibility, sponsorship and traction. The release of a 2024 schedule in recent days came after murmurs from a major player, Brooks Koepka, and with now typical gaps. There are losses leaders and a cold analysis of what PIF needs to spend to keep this operation running. Based on calendar space alone, a golf world where traditional tours co-exist with LIV makes no more sense now than when they announced peace in our golf time in June.
The PGA Tour could make a point. It could be confident that the LIV will wither if a deal is struck instead with one of the numerous US private equity firms prowling the sport. LIV could triple down, try to sign more of the world’s best golfers and open warfare – minus legal jousting, which has been permanently halted – would resume. With Woods leading the way in a reshuffled PGA Tour, it’s hard to see this failing.
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A snapshot of Woods’ continued commercial value to the Tour comes via the Player Impact Program. The scheme, designed to reward those who take notice of the product, earned Woods $12 million this year as he finished second to McIlroy. Woods’ total earnings from this project amount to $35 million in three years, during which he barely batted a ball in anger.
Nate Lashley, world number 190, called the program a “kick in the teeth” for the Tour’s supporters. Lashley’s point is undermined by the fact that no one but dedicated golf followers could pick him out of a lineup. He earned nearly $2 million in 2023 thanks to three top-10 finishes in a league where the dollar signs are driven by the big two. Of them, Woods maintains the highest profile. How he plans to use it in the coming days will prove fascinating. Words, not actions.