Key Takeaways:
– LIV Golf’s Phil Mickelson criticized the PGA in a now-deleted tweet
– Mickelson’s discontent is caused by the lack of recognition for LIV tournaments by the PGA and Official World Golf Ranking (OWGR)
– LIV Golf’s recent recruitment of PepsiCo executive, Adam Harter, as their new Chief Marketing Officer (CMO) indicates a push towards a global expansion
– Comparisons between LIV Golf and PGA are starting to resemble those of Pepsi and Coca-Cola
Phil Mickelson’s LIV Golf – PGA Clash
Caught amidst tensions between LIV Golf and the PGA, American professional golfer Phil Mickelson targeted the PGA in a tweet that has since been removed. Although crafted in a moment of fervor, the emotion-laden tweet had left a mark on his followers, creating a buzz in the golfing community. Was the deletion driven by remorse or instructed by LIV Golf’s incoming Chief Marketing Officer?
Mickelson Reflecting on Career
Continuously creating ripples in the golfing world, Mickelson is simultaneously contemplating his retirement. He has been focusing on his legacy and has recently expressed a sense of tranquility when alone on a golf court. Yet, his anger towards the Professional Golfers’ Association (PGA) for their treatment of LIV players is palpable. LIV tournaments are currently not considered valid qualifiers for the impending PGA Championship and other major tournaments.
Mickelson’s deleted tweet warned about the consequences of PGA mistreating LIV players, hinting at the possibility of LIV procuring more top players in the future. Although unsurprisingly the result of a heated moment, the tweet tallies with suggestions that LIV Golf is intending to approach additional top players from the PGA.
Why Mickelson’s Tweet Matters
The lack of a sanctioned route for LIV players to qualify for major tournaments is disconcerting. Considering that many top LIV players are among the most celebrated golfers globally, their absence may lead to reduced viewership and sponsorship for PGA events. While the deleted tweet might be expected as an angry response, the content is not disputable.
LIV Golf’s Mission
Perhaps Mickelson’s reaction and the removal of his tweet hint at a possible shift in strategy for LIV Golf. Are they rejecting the idea of peace with the PGA, or are they just no longer bothered about the apparent conflict? Perhaps they are setting their sights beyond just resolving differences, and are looking to establish a global brand.
LIV Golf’s CEO, Greg Norman, recently declared the company’s plans to acquire top golf courses to transform them into commercially thriving centres. Their goal involves incorporating golf courses, exquisite residences, eateries, and merchandise shops within a unified sphere of golf-related activities.
A Change in LIV Golf’s Strategy
Is it just coincidence that the day after Mickelson deleted his tweet, LIV announced the employment of PepsiCo executive, Adam Harter, as their new CMO? According to LIV, Harter will spearhead all marketing activities with the aim of developing league and team brands, expanding the global fan base, implementing innovative marketing strategies, and fostering partnerships to advance golf worldwide.
Under Harter’s tenure, PepsiCo signed innovative deals with NBA, NFL, and NASCAR superstars and controlled the Pepsi Super Bowl Halftime show. Harter’s contribution to PepsiCo targeted a youthful, global audience, aligning perfectly with Norman’s vision of rejuvenating golf’s spectator base.
Despite Pepsi trailing behind Coca-Cola, will LIV Golf successfully challenge the PGA to establish their place at the forefront of the sport? Only time will tell as LIV Golf becomes more established and gains greater traction globally.