Justin Thomas, the two-time major champion and notable figure on the PGA Tour, has taken the initiative to reach out to fellow players, urging them to embrace greater media engagement as the Tour strives to boost its television ratings and deepen its connection with fans. His persuasive letter, issued on Tuesday, highlights the need for golfers to break out of their comfort zones and engage more authentically with the audience.
"We’re incredibly lucky to have many passionate people tuning in to watch us every week," Thomas wrote, reflecting on the intimacy often missing from the golf experience. "But let’s be honest – this game can feel a little distant at times." The sentiment reveals Thomas's awareness of the challenges the Tour faces, also supported by the recent statistics from the Sports Business Journal, which reveal a staggering 19% drop in viewership for Sunday broadcasts of non-major events over the past year.
The crux of Thomas's argument lies within the findings of the PGA Tour’s ‘Fan Forward’ survey, which indicated the importance of 'on-course personality' as the key driver of interest for younger fans aged 18 to 34. Thomas suggests implementing tangible changes, such as mid-round interviews and players wearing microphones to convey their thoughts and strategies during competitions.
He stated, "I know stepping out of our comfort zones isn’t always easy. Believe me, I’ve been the first to say no before things are even done being asked." This admission showcases his evolution from being media-shy to advocating for increased player visibility. Thomas understands the power of authentic connection. "Hearing our thought processes, conversations with our caddies, our reactions to shots… it humanizes us," he added.
This push for change resonates across the PGA Tour, especially as players confront the reality of declining interest amid the rise of rival leagues, such as LIV Golf. Thomas’s plea for greater engagement is seen not only as beneficial for fans but also as strategically smart for players' financial interests. He remarked, "At the end of the day, we’re all owners in this Tour, so the bigger and the safer we make it not only benefits us financially, it also benefits our fans."
Thomas isn’t alone in his perspectives. Fellow PGA Tour player Jason Day recently highlighted the unfortunate division forming within the tour, spawned by the emergence of LIV Golf and the subsequent adaptations by the PGA. Day lamented the current structure, noting there exists
"two tours within a tour now. You have the top guys playing the Signature Events, and you have the other side of it too." His remarks come as many top players have withdrawn from events, leading to concerns about the prestige of traditional tournaments like the Farmers Insurance Open, which Day has historically valued.
Day also observed how the proliferation of Signature Events with their elevated purses has shifted the dynamic, creating distinct tiers among players. "The only way you’re going to get the best players now is to shrink the schedule dramatically," he stated, reflecting the sentiments among players who’d prefer to compete against the best rather than see increased opportunities fractured by competing leagues.
While Day continues to focus on his game, he’s acknowledged the tension within the Tour. He noted, "I sometimes blank emails sent to me by the Tour, as I don’t want to worry about the direction of it all." This sentiment is echoed among his peers, indicating widespread uncertainty about the Tour's future direction.
The Tour’s current strategy to regain footing amid falling figures includes considering Thomas’s suggestions to showcase personalities more effectively, akin to practices seen in sports like the NFL, which capitalizes on player access to cement connections with fans. Thomas posits, "Imagine how exciting it would be to hear from players just after they hit their tee shots or communicate with the audience about strategies. It fosters connection, respect, and enhances engagement with our sport."
Broadcasters have reportedly received Thomas's suggestions positively, appreciating the potential benefits of increased player visibility and engagement. CBS commentator Jim Nantz remarked, "The more we can showcase the players and their personalities, the greater the benefits for everyone involved." This reflects growing industry support for changes to the Tour’s broadcasting approach.
Despite the challenges faced by the PGA Tour, Thomas’s call encourages players to see the opportunities available through transparency and engagement. By shifting perspectives on media interaction, players can help redefine the viewing experience of their sport and attract the next generation of fans. Thomas concluded his outreach with, "Anyone who has any ideas or thoughts, please reach out to me or any of the tour staff to get the ball rolling on ways we can make OUR tour the best we possibly can."
With Thomas's influential voice advocating for change and increasing media engagement, the PGA Tour might just have the opportunity it needs to refresh its image and revive its standing among sports audiences everywhere.