Issue No. 156 | February 13, 2025
New sponsor, new takes, testing a new name for our 500 (!) paid members.
We have a lot to get to so let’s jump right in.
I want to welcome our newest sponsor, OGIO!
Here’s a quick introduction …
Here’s how they put it (which I think is both catchy and utilitarian): If it’s something that carries stuff you really care about, OGIO makes a premium version of it. With a focus on technology, durability, and organization, OGIO doesn’t cut any corners when it comes to design.
The reason?
They can’t. The golf bag space is too crowded to just simply fit in.
We’ll be showing off what they’re cooking up all year, and we’re thrilled to do so.
OGIO has been a company that’s been on our list of partners we would love to have for a while now. I’ve been using their travel gear for years, and the easiest partnerships for me (for us) involve products we already know and love.
While they might be known for their unique patterns, they offer golf bags (and many other bags) in every flavor, all of which you can check out right here.
OK, onto the news.
1. I want to talk about Jon Rahm, who, I believe, is at a pretty weird inflection point in his career. If you haven’t studied all of it super closely then I think it would be pretty easy to write Rahm off as just another really good player in a wave of them.
The Morikawas, Schauffeles, JTs etc.
I don’t believe he’s part of that group (as good as they are), though. I think Rahm is generational. The natural heir to the Tiger-Rory-? through line (though Scheffler is challenging that a bit at the moment).
Here are two points from Data Golf.
The first is total strokes gained per round in all rounds since 2004.
The 🐐 is the 🐐, but look who checks in just behind him (and, maybe more importantly, just ahead of Scottie and Rory).
Point No. 2 is also from Data Golf and includes PGA Tour and major championship starts only. Rahm is not quite in that Scottie/Rory class in terms of win percentage and top 5s, but he’s just outside of it (and likely would be in it if he hadn’t spent the last year playing glow stick golf in Saudi Arabia).
2. There is a third data point I’d like to highlight that I’m stealing from Rick Gehman’s excellent weekly newsletter (which will make you smarter about golf and you should subscribe to).
It is this: Rahm playing on LIV is not a fair fight.
Look at this strokes gained number!
He is so much better than even the best LIV players (who are pretty good!).
3. Here’s the last point on Rahm: LIV’s new numbers on FOX are atrocious … in the United States. Which I suppose is not the end of the world if the rest of the globe is making for it.
This begs the question: Is the rest of the globe making up for it?
Are the 700 different TV deals LIV has signed in various countries aggregating the amount of attention a 10-figure investment commands?
I don’t know the answer to that question, but I think it precedes at least part of the answer to this question: How are we going to remember Jon Rahm?
This post will continue for Normal Sport members below, and includes riffs on …
The rest of my thoughts on Rahm.
In praise of CBS.
What Luka has to do with the PGA Tour.
Welcome to the members-only portion of this Thursday’s newsletter. Thank you, as always for supporting Normal Sport. I hope you both enjoy it and find value in it.
4. Is Rahm becoming an independent global superstar in the same way Seve and Gary Player became global superstars over the last 70 years, with loose ties to myriad tours? Or is he fading into the shadow cast by the PIF over the entire sport of golf?
He has been perhaps the most vocal about his desire to play on LIV and the PGA Tour and wherever else will have him. Five years from now — when there are 3-4 tours contending for top spot in the world — that may look brilliant.
But there is a different outcome, one that is probably even more likely than that. And that outcome might mean 2-3 semi-lost years for Rahm and for his legacy (things he may not care about but I certainly do). Almost like when Ted Williams served in World War II.
[Cut to 2089]
Sentient NLU Bot No. 3 to Sentient NLU Bot No. 1: “Why don’t we have anything on Rahm from 2024-2027?”
“I believe he was, ahem, part of Legion XIII during those years.”
“Was that a wartime battalion?”
“I think they defeated the Cleeks at the battle of Adelaide.”
5. This implies another question — because LIV is nothing if not a Russian nesting doll of problems and confusion. That question: Will LIV even make it to 2027?
I thought Alan Shipnuck was interesting on Dan Rapaport’s new show on Monday when he talked about the future of LIV riding on whether Brooks and Bryson re-sign.
The short-term nature of their contracts has actually created a fascinating scenario that’s been on my mind for a while: It has tilted negotiating leverage back to the PGA Tour.
I really don’t want to give too much credit here, but maybe the reason the Tour hasn’t sealed the deal with the PIF is because it is waiting things out and hoping the PIF doesn’t want to give Bryson and Brooks another $200M.
What was it Seth Waugh said recently?
No way you can say they're a superior product and they have no pricing because there's no economics. It's not sustainable. I don’t care how much money you have, burning it doesn’t feel very good. And I don't see any way out for them. I don't see light at the end of the tunnel where it's gonna transform that league.
So they need a deal.
Seth Waugh to Eamon Lynch
It sounds imminent that a PGA Tour-PIF deal gets done, and I suspect that is still the most likely outcome, which probably means that Rahm is going to get both worlds (for as long as LIV is still a world). But I think you could argue that this period of his legacy is dependent on LIV being around 25 years from now.
6. Here is Jay Monahan from Wednesday.
“What it means is the reunification of the game, which is what we have been and are focused on. Candidly, that's what fans want. So when you talk about reunification, that's all the best players in the world competing with each other and against each other.”
Jay Monahan at Torrey
He said a version of this repeatedly, and it sure didn’t sound like LIV was part of that proposed reunification.
7. On the other side of the world, new LIV CEO Scott O’Neil had a bit of a different view of the future.
I will tell you, and it's been a short 40 days here, but in the 40 days I've seen a U.S. agreement with FOX, broadcast agreement, I've seen a UK agreement with ITV to get us over the air in the UK. It's the only golf that'll be over the air in the UK. I've seen our first pillar partnership with Madden. I've seen stars extended. I've seen a successful event in Riyadh. I've seen interest from all over the world. We're now broadcast in 100 countries and territories, over 800 million households.
I see momentum. ... I think that right now we are going to the moon and back, and I hope that'll help as an accelerant, but I'm very confident in where we are in this business and the interest we have currently.
Scott O’Neil at Adelaide
We are clearly approaching a crossroads where there is going to have to be some sort of hierarchical decision made regarding LIV and the PGA Tour.
There’s a world where the two leagues can continue on parallel tracks, but I don’t think that world involves PIF investment in PGA Tour Enterprises. Or maybe it does, and all of Monahan’s implications this week are nothing but nonsense.
That would be the most disappointing outcome of all.
9. Thank you for indulging my Rahm thoughts, which are barely Rahm thoughts at all but rather provide a window into the rest of pro golf right now.
Also, as frustrating as it was to think through all of this, I did find some glee or perhaps solace in this response I got recently.
When I look at places like NewClub and Gimme Golf Club, I see joy around golf. When I look to the professional side, I see a lot of discontentment and disenchantment.
10. [Hard right turn] the interesting part to me about this point is not that CBS changed its ways, although that is significant!
But rather, that last sentence … the part about making your voice heard. In some ways, it’s an encouragement to keep writing this newsletter, to keep pushing for change in a sport that needs it.
When we talk about the Tour and how it is broadcast, we are talking about Extremely First World Problems. But I do like the idea that what Joel pointed out is emblematic of effecting change toward good in the world.
Does it actually matter if nothing changes in golf? No. But it does matter in other areas of life. And when you get glimpses of your voice being heard, I think it encourages you to push it in places of even greater importance.
11. This has absolutely nothing to do with golf or CBS or the PIF, but this is the best thing I’ve seen online this week. The last 3 seconds made me yelp.
12. I can’t wait to listen to the full Tim Ferriss-Brandon Sanderson podcast, but my guy Cal Newport wrote up something on one of the early points, which was the idea of “letting Brandon cook.” It’s great because it explains the importance of your top performer not being bottlenecked by everything trying to bottleneck him.
In some ways this is how Scottie views himself.
Scottie is responsible for Scottie cooking (preferably on the course and not in the kitchen), and he will push away everything — media obligations, sponsorships, whatever — that doesn’t allow that to happen. I respect that a lot, even if it’s not always beneficial to me.
13. I have made this point about golf before. I think I made it in my 49,000-word piece from two weeks ago.
In a way, the NBA is subsidizing my favorite sports podcasts by spending billions of dollars creating a set of narratives that are converted into advertising revenue by media companies.
In a way, the PGA Tour is subsidizing my favorite sports podcasts by spending billions of dollars creating a set of narratives that are converted into advertising revenue by media companies.
I see little difference in the above statements.
14. I interviewed Jeff Marsh for an upcoming Normal Sport Q&A. Jeff is a photographer who has done it all. He took this photo of me at Pinehurst last year that I loved.
Anyway, I’m excited about Jeff’s Q&A — it will probably run next week — but you should check out this little video he made of Restoration Club, which is a group he’s helped facilitate. The writing and the videography are so good.
Thank you also for reading until the end.
You’re a complete and total sicko for reading a golf newsletter that is 2,138 words long.
Here’s to our next 500.
Issue No. 156 | February 13, 2025
New sponsor, new takes, testing a new name for our 500 (!) paid members.
We have a lot to get to so let’s jump right in.
I want to welcome our newest sponsor, OGIO!
Here’s a quick introduction …
Here’s how they put it (which I think is both catchy and utilitarian): If it’s something that carries stuff you really care about, OGIO makes a premium version of it. With a focus on technology, durability, and organization, OGIO doesn’t cut any corners when it comes to design.
The reason?
They can’t. The golf bag space is too crowded to just simply fit in.
We’ll be showing off what they’re cooking up all year, and we’re thrilled to do so.
OGIO has been a company that’s been on our list of partners we would love to have for a while now. I’ve been using their travel gear for years, and the easiest partnerships for me (for us) involve products we already know and love.
While they might be known for their unique patterns, they offer golf bags (and many other bags) in every flavor, all of which you can check out right here.
OK, onto the news.
1. I want to talk about Jon Rahm, who, I believe, is at a pretty weird inflection point in his career. If you haven’t studied all of it super closely then I think it would be pretty easy to write Rahm off as just another really good player in a wave of them.
The Morikawas, Schauffeles, JTs etc.
I don’t believe he’s part of that group (as good as they are), though. I think Rahm is generational. The natural heir to the Tiger-Rory-? through line (though Scheffler is challenging that a bit at the moment).
Here are two points from Data Golf.
The first is total strokes gained per round in all rounds since 2004.
The 🐐 is the 🐐, but look who checks in just behind him (and, maybe more importantly, just ahead of Scottie and Rory).
Point No. 2 is also from Data Golf and includes PGA Tour and major championship starts only. Rahm is not quite in that Scottie/Rory class in terms of win percentage and top 5s, but he’s just outside of it (and likely would be in it if he hadn’t spent the last year playing glow stick golf in Saudi Arabia).
2. There is a third data point I’d like to highlight that I’m stealing from Rick Gehman’s excellent weekly newsletter (which will make you smarter about golf and you should subscribe to).
It is this: Rahm playing on LIV is not a fair fight.
Look at this strokes gained number!
He is so much better than even the best LIV players (who are pretty good!).
3. Here’s the last point on Rahm: LIV’s new numbers on FOX are atrocious … in the United States. Which I suppose is not the end of the world if the rest of the globe is making for it.
This begs the question: Is the rest of the globe making up for it?
Are the 700 different TV deals LIV has signed in various countries aggregating the amount of attention a 10-figure investment commands?
I don’t know the answer to that question, but I think it precedes at least part of the answer to this question: How are we going to remember Jon Rahm?
This post will continue for Normal Sport members below, and includes riffs on …
The rest of my thoughts on Rahm.
In praise of CBS.
What Luka has to do with the PGA Tour.
Normal Sport is supported by exactly 500 sickos who can’t get enough. By becoming a member — for less than the price of a grounds plus ticket to LIV Hong Kong (which will run you 917 hong kong dollars or $117) — you will receive the following Normal Sport benefits.
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