FedEx Cup playoffs failing to deliver so far - globeandmail.com

Source: globeandmail.com
By: Brian Milner

On paper, the FedEx Cup looks like a great marketing idea. A series of four consecutive U.S. tournaments would serve as an end-of-season playoff among the world's best golfers, culminating in a championship featuring the top 30 survivors. With the likes of Tiger Woods, Phil Mickelson and Ernie Els battling it out each week for an eventual winner's bonus of $10-million (all currency U.S.), eager sponsors would fork out big dollars and TV ratings would shoot up at a time of year when audiences for golf have traditionally dried up.

But its inaugural season has been marked by player anger over the schedule, prominent no-shows, low TV ratings and a complicated point system that has confused ordinary fans.

Analysts say these are teething problems typical of such a new venture. But unless the PGA Tour resolves them, its grand designs could come unglued and its credibility with marketers and broadcasters will be seriously damaged. And FedEx Corp., which is investing unspecified millions in the sponsorship and spending millions more on an aggressive marketing campaign, could be stuck with an expensive turkey.

Woods skipped the first playoff tournament, citing fatigue. He was also secure in the knowledge that he had more than enough points to remain eligible. Fourth-ranked Els missed the second leg last week, saying he had to be home in London to see his kids off to school. And Mickelson, who won last week to take over the points lead, isn't bothering to play the third event this week.

All three have left little doubt they are unhappy about having to play so many tournaments in a row after a long and tiring season.

The golfers need to be reminded that, although they're independent contractors, they are business partners with the PGA Tour and they have a mutual interest in building the sport.

Meanwhile, FedEx, which spends more than $100-million annually on its various sponsorships, remains remarkably sanguine about all this - at least publicly. And it certainly can't complain that it isn't getting plenty of media coverage.

"FedEx put a lot of money into this and knew it would take some time to build up," added Robert Tuchman, president of TSE Sports & Entertainment in New York, which specializes in catering to the sports interests of well-heeled corporations and individuals.

"I think this event can be a good draw in the future and I like the idea of a playoff system. Right now, unfortunately, there is minimal interest and some of the players dropping out has not helped the situation."