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by Larry LeoApril 21, 2021
© Kirby Lee-USA TODAY Sports
On Tuesday, the PGA Tour announced they'll be handing out $40 million in annual bonuses to players based on their likability and fan engagement. Per GolfWeek...
quote:Our favorite golfer, Paige Spiranac, has this amazing response to that...
The PGA Tour has created a lucrative bonus structure that will reward golf’s biggest stars regardless of how they perform on the course, Golfweek has learned. The new system is designed to compensate players who are judged to drive fan and sponsor engagement, like Tiger Woods, Bryson DeChambeau and Rickie Fowler.
Known as the Player Impact Program, the concept is seen as a direct response to Premier Golf League, a proposed splinter tour funded by the Saudi Arabian regime that has tried to lure golf’s biggest names with the promise of a massive guaranteed pay day. PGL has spent years trying to gain traction but seems no closer to signing a sufficient number of elite players to be viable. The stuttering PGL effort nevertheless forced the PGA Tour to devise a means to reward stars for the value they add to the overall product rather than solely for their on-course performance.
A PGA Tour spokesperson confirmed to Golfweek that the Player Impact Program began January 1 to “recognize and reward players who positively move the needle.” At the end of the year, a pool of $40 million will be distributed among 10 players, with the player deemed most valuable receiving $8 million.
The 10 beneficiaries will be determined based on their “Impact Score,” a number generated from six separate metrics that are designed to quantify that individual’s added value. According to a document the PGA Tour distributed to players, the contents of which were shared with Golfweek, the metrics on which players will be ranked against their peers include:
(1) Their position on the season-ending FedEx Cup points list.
(2) Their popularity in Google Search.
(3) Their Nielsen Brand Exposure rating, which places a value on the exposure a player delivers to sponsors though the minutes they are featured on broadcasts.
(4) Their Q Rating, which measures the familiarity and appeal of a player’s brand.
(5) Their MVP Index rating, which calibrates the value of the engagement a player drives across social and digital channels.
(6) Their Meltwater Mentions, or the frequency with which a player generates coverage across a range of media platforms.
The Tour will employ an algorithm to turn the values from each metric into Impact Scores for every player and a ranking of those Scores then determines the bonus amount due. The FedEx Cup rank is the only measurement explicitly determined by performance on the golf course, but the others can be directly impacted by strong play.
Filed Under: Golf
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