Tiger Woods Part II

Part 2: What if Tiger becomes extinct?

By: Terry Donnelly

What would a sports/media world with a Tiger Woods void look like?

We already have a fairly good idea.  Answer #1: boring.  Answer #2: costly.

It has been since August 4, 2013, over 18 months, since Woods has won a tournament and nearly seven years since he won the 2008 US Open, his last major tournament.

He isn’t only not winning–he isn’t even playing.

Media speculation is high about Tiger Woods and his achy back and/or damaged psyche. He remains a physical specimen equal to Adonis, albeit with an Achilles back. And, was once given credit for reducing other players to Jell-O with his mind. That isn’t the case any more. Tiger’s “No Fear” has turned into other golfers’ “No More Fear.”

When in his prime … it seems odd to be speaking of Woods’ prime in the past tense, and that may be premature–which was the eight years following the turn of the millennium, Woods dominated both the sports page, the lifestyle page, and occasionally, even the front page. His every move on and off the course was micro-scanned and commented upon.

His was a Midas touch seldom seen in any genre.

First, he brought throngs kids stampeding to the game. Golf is not a game to which youngsters will ever flock on their own accord. Many come to the game through family and learn to love it through that avenue. But, Tiger made golf cool. His charisma had kids sending their parents to the sporting goods stores for junior sets of Nike (Tiger’s long time sponsor) clubs, golf balls, gloves, red shirts for Sunday play, and, of course a TW or swoosh laden hat. Those kids then followed Tiger onto the golf course. The influx of fresh faces made the game’s future seem as strong as Tiger’s short game.

The First Tee is a foundation that operates in all 50 states and several foreign countries. It provides leadership and support for kids playing golf. It was established in 1997, just as Woods was coming onto the scene. With Tiger as a spokesperson, First Tee programs were flooded with over nine million kids participating. The program is still vital today, but First Tee fairways are not as crowded these days. Other young, golfing stars like Ricky Fowler, who has all the traits (game, looks, style) to get kids to go gaga over him, are leading the advertising. But, kids don’t go gaga like they did for Woods. In the early 2000s every golf-related television program was supported by a First Tee ad. That is not so today. Much is the pity. The First Tee got inner city kids into real golf for free. It still does, but the numbers today pale. Kids are vital to the future of the game and without Tiger, the game’s Pied Piper, in the headlines, the rosy future is now a bunch of shades of gray.

Next is the fact that Tiger’s influence went far beyond kids. Adults all sported the hat and the Swoosh too. Other manufacturers got in on the payday by offering bright colors and stylish clothing to catch the golfers’ eyes. New and improved equipment was coming out of the golfing R&D departments at a frenzied pace. All in the name of “hitting it like Tiger.” Business boomed. Now that Tiger isn’t playing, any old driver will do.

There are still Tiger Woods columns that pop up nearly daily, but they are mostly wishful or mournful. They deal with his injuries, whether or not he will remarry, speculating about his future, and Ouija Board analysis about whether he will ever return as Sampson. Every media writer wants Woods back. He makes good copy whether he is behaving badly in Vegas or on the course knocking down flag sticks seeking yet another record.

The biggest money loser seems to be television. When Woods was winning he played in about 18 to 20 tournaments out of 45 offered each year. Advertisers courted those lucky 20 and millions of viewers spent weekend afternoons in front of the tube looking at green grass after their morning round was over and bets settled. When Woods was not in the field, the numbers were way, way down. Now that he is not playing at all, golf television’s yearly bottom line is in serious trouble. The Masters, one of the most prestigious tournaments, played on one of the most beautiful courses in the world–the tournament that eschewed most sponsors just because they could–was far off its own over-the-top, Woods-in-the-field viewing rates. Even if Tiger wasn’t winning, as long as he was playing people watched in droves. TV viewers may not have even known who was leading. It didn’t matter; the cameras were steadfast on The Man.

When Tiger Woods is playing well, he enriches himself. But, far beyond that, he enriches his sponsors, the media, the PGA, the other players, the PGA charities (of which there are many), and most importantly, the golf industry in general because when Tiger plays the days are sunny and everybody loves golf.

There have always been good, even great, players competing. Their names are historical and their skills envied. However, as mentioned in Part 1 of this column, there are few transformational figures. Arnold Palmer was the first god-like figure in golf’s over 500-year history. As skilled and as fine an example Jack Nicklaus was and remains today, he never made that kind of impact.

Then came Tiger. He dominated news–not just sports news–all news for nearly 20 years. He wasn’t just on the cover of golf magazines like Sports Illustrated and Golf Digest; he was on the cover of GQ, Vanity Fair, Vogue, People, Time, and Newsweek–most of them multiple times–over 100 in all.

If he doesn’t return to at least a near equal to his former stature, golf is likely in for some really tough times. Someone else will eventually come along who can end the drought and inspire the dreams of golfers, but that golfer, as talented and as sexy as many of them are, just doesn’t seem to be on the scene today.

In over 500 years there have been two saviors, Arnie and Tiger. And, if it takes as long as it did to get an Arnold Palmer in the game, hundreds of years, the game will be gone. If Mr. or Ms Golf Hero can come along in the next generation or two, as long as the game keeps its pulse, there is hope.

I’m rooting for Tiger to be the phoenix.