GBR Friday | This is How Canada and Europe's Counterattack to Trump’s War on Trade Will Affect the Golf Industry
Every Tuesday and Friday Morning, We Bring You the Ten-Minute Summary of What Happened Last Week in the Golf Industry While you Were Golfing.
Dear GBR reader,
We hope you're doing well in these unpredictable times.
This week, we bring you approximately 45 handpicked stories—the most important developments in the golf industry, selected from over 100 sources we’ve monitored since last Tuesday.
Right now, golf is everywhere. As a business, as entertainment, as a sport. And you know what? As Oscar Wilde put it, “There’s only one thing in the world worse than being talked about, and that is not being talked about.”
But beyond the headlines and hot takes, we’re facing real, daily challenges as an industry. So much so that we’ve launched a new section: “War on Trade”—one we hope won’t need to stick around for too long. At the same time, we’re tracking deals, products, and initiatives that prove golf is more alive and competitive than ever.
We’ll keep this newsletter as sharp, concise, and objective as possible—because that’s our job. Though, let’s be honest: objectivity doesn’t exist. What does exist is honesty. And here’s ours: we don’t like what’s happening.
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Now, let’s get into the news.
War on Trade
Circuits
Industry
Equipment
People to Watch
Just for Paid Subscribers | Trade War Escalates: How Canada and Europe’s Response Will Impact Golf Businesses
1. WAR ON TRADE
TRUMP, TRADE, AND TARIFFS: HOW THE GOLF INDUSTRY GOT CAUGHT IN THE CROSSFIRE
The last three days have continued reshaping the global trade landscape—and golf keeps squarely in the middle of it all.
LET’S PUT SOME ORDER TO CLARIFY THIS MESS
Despite owning Doonbeg Golf Club, Trump no longer views Ireland as an economic partner but as part of a larger trade battle. During his meeting with Irish Prime Minister Micheál Martin, he criticized Ireland’s low corporate tax rates, accusing the country of luring away U.S. businesses. He also called the U.S.-Ireland trade deficit "massive" and suggested the imbalance needs to be corrected. Martin, for his part, defended American corporate investment in Ireland, pointing to companies like Eli Lilly, which recently announced a $50 billion expansion in the U.S. Yet Trump was unmoved, saying, "Whatever they charge us, we’re charging them." We liked this angle from Andrea Shalal & Gram Slattery in Reuters.
IRELAND ISN'T AMERICA'S GOLDEN CHILD ANYMORE
As Rosa Prince analyzes in Bloomberg, Ireland’s long-favored status in Washington—thanks in part to its influential U.S. diaspora—is no longer guaranteed under Trump. His administration is considering new tariffs on pharmaceuticals, a key Irish export, which could disrupt U.S. investment flows—including those tied to golf and hospitality ventures.
AMERICANS STILL LOVE EUROPE, EVEN IF MAGA TEAM DOESN´T
As Trump escalates trade wars and tensions rise with Europe, a key question looms: Will American travelers keep spending billions in Europe, or will tariffs and economic uncertainty change that?. We fully support Chris Bryant’s analysis in Bloomberg, which points out that despite ongoing political tensions, U.S. tourists have been significant contributors to Europe’s economy. In 2023, Americans spent $41 billion in Europe, and the total likely exceeded $45 billion in 2024 as tourism numbers increased. As transatlantic relations grow colder, there’s increasing concern that American spending at European golf resorts could slow down. For the golf industry, this shift is particularly worrisome. Tariffs, economic instability, or political fallout could discourage American travelers, threatening not only luxury golf tourism but also sponsorship deals and tournament attendance across Europe.
TRUMP’S BUSINESS INTERESTS IN GOLF CONTINUES
Adding complexity to this landscape, former President Trump’s golf business interests are simultaneously expanding overseas. According to Megha Merani of Arabian Gulf Business Insight, Saudi-backed Dar Global has expanded its Trump-branded Aida Muscat project in Oman. The $4 billion luxury development is adding one million square meters of beachfront land, with plans to upgrade its Trump-branded golf course to championship level.
Meanwhile, in Scotland, Trump's golf-related ventures also remain prominent. His son Eric Trump met yesterday with Scottish First Minister John Swinney at Bute House in Edinburgh to discuss further investment in a new links golf course in Aberdeenshire, a meeting that comes just days after protests at Trump's Turnberry course, as reported by Lucy Jackson of The National. Today, Eric Trump traveled to Aberdeenshire to personally assess the progress of the development, a visit covered by Craig Williams of The Herald.
We prefer not to add any comment to all this, since facts speak for themselves.
FOR GBR PAID SUBSCRIBERS ONLY
We’ll dive deeper into these developments in the final section of today’s newsletter, exclusively for paid subscribers:
Canada’s Hits Back – How this impacts Titleist, Callaway, and TaylorMade.
Tariffs on U.S. Sports Gear – What it means for sponsorships, retail pricing, and imports.
Why a Driver Now Costs $1,000.
🔒 Subscribe now to access the full analysis.
2. INDUSTRY
REEBOK ENTERS GOLF MARKET WITH PERFORMANCE COLLECTION
Reebok is making a bold return to golf, launching a new line of performance footwear and apparel aimed at both professionals and newcomers. The collection, set to drop on March 25 via Reebok.com and select global retailers, features three distinct shoe models: Nano Golf ($130), Question Golf ($180), and OG Pump Golf (Peter Verry, Footwear News). The Nano Golf, already worn on course by LIV golfer Bryson DeChambeau and Crushers GC, is the flagship model, while the Question Golf reimagines Allen Iverson’s first signature shoe with premium leather and suede. Rounding out the lineup, the OG Pump Golf is described as a classic golf shoe with a twist.
David Betancourt of The Athletic reports that Reebok’s return to golf had been in the works since the pandemic-era boom. Tal Short, Reebok’s Director of Product, noted that basketball brands like Jordan have gained traction in the golf market, influencing Reebok’s decision to leverage its own heritage silhouettes. Short also confirmed that more collaborations with DeChambeau are on the way. A full apparel line featuring moisture-wicking RBK-DRY technology will accompany the footwear collection.
GREG NORMAN INVESTS IN CADDY TIME, A TECH-DRIVEN CADDIE SERVICE
Former LIV Golf CEO and commissioner Greg Norman has taken an equity stake in Caddy Time, a peer-to-peer app designed to connect golfers with caddies on demand. With caddie services available at only 1% of North American courses, the app aims to make on-course guidance more accessible, whether for recreational players looking to enhance their rounds or tournament golfers seeking expert advice. For Caddy Time CEO Brett Jaffee, Norman’s investment marks a turning point. He described the partnership as “surreal,” noting that it validates the company’s vision, following previous deals with The PGA of Canada, the Korn Ferry Tour, and the World Golf Competition.
IS GOLF INSTRUCTION A MISSED PROFIT OPPORTUNITY?
A recent NGCOA and Proponent Group survey of 109 golf course operators revealed that lesson-takers spend more than non-lesson-takers at 41% of facilities, with that number jumping to 73% at courses where instruction is a core business strategy. Yet, 52% of courses don’t even track new students in their player database, missing a key opportunity to convert them into repeat customers. While 24% of operators have invested over $100,000 in teaching and practice facilities in the past five years, 25% have made no investment at all.
TOPGOLF AND VERIZON TEAM UP FOR EXCLUSIVE DEALS
Topgolf and Verizon have launched a multiyear partnership offering exclusive perks to Verizon’s 114 million U.S. customers. Through the Verizon Access program, users can unlock seasonal discounts, event packages, and gift card promotions for Topgolf venues nationwide. Rodney Ferrell, VP of Global Partnerships at Topgolf, said, "We're thrilled to partner with Verizon to share Topgolf's unique style of play." The collaboration, brokered by OVG Global Partnerships, ensures Verizon customers get VIP-worthy experiences while enjoying Topgolf’s mix of golf, food, and entertainment. Offers are live now in the Verizon app.
Briefs
Peter Millar is now the official apparel partner of The R&A, outfitting Great Britain & Ireland teams for the 2025 Walker Cup and 2026 Curtis Cup, as well as R&A staff at select championships. The partnership includes a luxury apparel collection and teamwear from G/FORE. Press release available at The R&A official website.
The National Golf Course Owners Association (NGCOA) has released the 2025 Golf Business Pulse Report, providing key insights into industry trends, challenges, and opportunities for course owners and operators. Developed in partnership with Sports and Leisure Research Group (SLRG), the report covers technology, labor, inflation, gamification, and new player engagement, offering data-driven analysis for business planning. NGCOA members can access it for free, while non-members can purchase it for $299. More details are available at NGCOA’s website.
The global golf cart market, valued at $1.9 billion in 2023, is projected to reach $3.5 billion by 2033, growing at a 6.7% CAGR, according to Allied Market Research. This growth is driven by the expansion of golf courses and country clubs, increasing demand for sustainable electric mobility, and rising adoption of golf carts in resorts, residential communities, and public spaces. The full report is available for purchase, with licensing options ranging from $999 to $4,650.
ForeUP has announced the session lineup for the 2025 foreUP Digital Summit, set for March 20, 2025. This free virtual event will feature industry leaders, technology experts, and course operators, covering key topics like golf industry trends, player engagement, staff training, and revenue growth. Sessions include insights from NGCOA CEO Jay Karen, foreUP President Scott Strong, and other top executives. With record attendance expected, the summit offers PDR education credits and actionable strategies for public golf courses. Registration is still open at foreUP’s website.
AirAsia has partnered with LIV Golf’s Ripper GC, expanding its presence in professional golf. The deal will provide fan engagement opportunities, exclusive content, and greater access to the sport, while strengthening AirAsia’s brand in key markets. Led by Cameron Smith, Ripper GC won four events in 2024, including the Team Championship.
European Tour Group CEO Guy Kinnings and Tournament Business Director Mark Casey headlined the 2025 European Tour Destinations Annual Conference at The Dutch in the Netherlands. Discussions focused on fan engagement, AI-driven pricing, CRM strategies, and sustainability in golf course management. Industry leaders shared also insights on revenue growth and course innovation. Watch the highlights here.
SkyTrak has released SkyTrak 5.3, a major software update improving shot capture accuracy (99.5%) and expanding multi-platform support across macOS, iOS, and Android. Key enhancements include refined green physics, updated distance and penalty calculations, and chipping re-enabled for higher launch angles. Bug fixes address wind direction, camera tracking, and shot plotting issues. More in SkyTrakGolf.com.
PRG Golf is expanding its U.S. presence with a new headquarters in Carlsbad, California, featuring a showroom, warehouse, and corporate offices to enhance distribution and service. CEO Stephen Riley called it “another milestone” as PRG prepares for its Ryder Cup partnership at Bethpage in 2025. The company is also introducing X-Tool laser engraving for personalized accessories. PRG will maintain its Sacramento office to better serve clients nationwide. More at PRG-golf.com.
The PGA of America has partnered with JG Golf Vietnam to expand golf product distribution and support the sport’s growth in the country. Sean Thornberry, PGA global development director, highlighted Vietnam’s rise as a golf destination, citing recent successes like Le Khanh Hung’s SEA Games gold medal and the 2024 Nomura Cup victory. The collaboration aims to help Vietnamese golfers compete internationally, with a focus on the 2025 Southeast Asian Games. Source: Tuoi Tre News (Vietnam).
J.Lindeberg has signed PGA Tour winner Kevin Yu as its newest brand ambassador. The 26-year-old Taiwanese golfer, who claimed his first PGA Tour victory at the 2024 Sanderson Farms Championship, has made the debut with the brand’s apparel at The Players Championship this week at TPC Sawgrass. The Sweden-based company, known for its strong presence in golf, was the official outfitter of Team USA at the 2024 Paris Olympics and will also outfit the men’s and women’s teams at the 2028 Los Angeles Games.
3. CIRCUITS
TIGER WOODS’ 2025 SEASON ENDS BEFORE IT BEGINS—WILL HE BE BACK IN 2026?
Tiger Woods’ latest injury—a ruptured left Achilles tendon—has sidelined him once again, effectively ending his 2025 season before it even begins. The 15-time major champion announced Tuesday that he underwent surgery, performed by Dr. Charlton Stucken at the Hospital for Special Surgery in West Palm Beach, Fla. While no recovery timeline has been provided, Woods confirmed he is now at home in Florida, focusing on rehabilitation. At The Players Championship, Rory McIlroy said, “We obviously won’t see him play golf this year, and hopefully we see him maybe play in 2026.” With his 50th birthday approaching in December and both Achilles now damaged over his career, our question is also: Can he come back in 2026?
Time has not been on Woods’ side in recent years, and following the passing of his mother, Kultida, in February, he had shown little urgency to return to competition. This Achilles injury only deepens the uncertainty about whether he will ever return to the PGA Tour. Just reading through Woods' long list of surgeries is exhausting—let alone imagining the pain and recovery he's endured with every procedure:
1994: Surgery to remove two cysts from his left knee.
2002: Surgery to remove fluid from his left ACL.
2008: Arthroscopic knee surgery and later full ACL reconstruction.
2010: Neck surgery to treat an inflamed facet joint.
2011: Sprained MCL and Achilles tendon strain.
2012: Achilles tendon surgery.
2014: First back surgery for a pinched nerve.
2015: Microdiscectomy to remove a disc fragment in his back.
2016: Spinal fusion surgery.
2017: Sciatica treatment.
2019: Arthroscopic surgery on his left knee.
2021: Microdiscectomy for a disc fragment, followed by emergency surgery for leg fractures after a car accident.
2023: Subtalar fusion surgery for plantar fasciitis.
2024: Back surgery for nerve compression.
2025: Achilles tendon repair after rupture during training.
PGA TOUR, LIV TALKS STALL AS MONAHAN PROJECTS CONFIDENCE—BUT ADAM SCOTT REVEALS A DIFFERENT REALITY
As PGA Tour Commissioner Jay Monahan painted a picture of progress in the ongoing negotiations with LIV Golf and the Saudi Public Investment Fund (PIF) ahead of The Players Championship, PGA Tour board member Adam Scott shared a more candid assessment of the situation.
Scott, who has been directly involved in two high-level meetings at the White House—alongside President Trump, PIF Governor Yasir al-Rummayyan, Tiger Woods, and Monahan himself—hinted that negotiations have been far from smooth. Meanwhile, Monahan continues to push a narrative of strength, describing the talks as "real and substantial," and crediting Trump for facilitating discussions. But if the PGA Tour truly holds the upper hand, why has an agreement not materialized?
One possible answer lies in the PGA Tour's newfound financial leverage. The $1.5 billion private equity infusion has reduced immediate financial pressures, giving the Tour less incentive to rush into a deal with PIF. At the same time, LIV Golf remains structurally independent, raising doubts about how much integration the Tour is actually willing to allow. As Geoff Shackelford pointed out in The Quadrilateral, the PGA Tour remains focused on reunification talks, while more pressing internal issues—such as slow play and course setups—are addressed with little urgency. The Tour's new approach to pace-of-play enforcement, for example, relies on publishing player times rather than enforcing meaningful penalties, a move Shackelford describes as “a PR-driven half-measure.”
📖 Read Geoff Shackelford’s full critique on The Quadrilateral.
While negotiations with LIV Golf remain in flux, the PGA Tour’s financial position and fan engagement metrics continue to strengthen.
The Fan Forward initiative is rolling out significant changes to enhance the viewing experience, including Live Drone Tracing, AI-powered commentary on TOURCAST, and revamped Featured Groups selections. These innovations aim to deliver more immersive coverage and keep fans engaged across multiple platforms.
Meanwhile, sponsorship deals continue to roll in, with major brands such as Valspar, Anheuser-Busch, Delta, and Morgan Stanley reinforcing their commitment to the Tour. Additionally, PGA TOUR LIVE on ESPN+ is seeing record-breaking engagement, a sign that fans are responding to a more interactive, digitally-driven product.
RORY CONFRONTS HECKLER, TAKES PHONE IN VIRAL INCIDENT
A tense moment between Rory McIlroy and University of Texas golfer Luke Potter during a practice round at The Players Championship quickly went viral after McIlroy took Potter’s phone following a heckling incident.
The exchange happened at TPC Sawgrass when McIlroy hooked his drive into the water on the 18th tee. Potter, watching nearby with teammates, mocked McIlroy by referencing his infamous collapse at the 2011 Masters. In response, McIlroy walked over, asked for Potter’s phone, and took it before continuing down the fairway. Potter was later escorted off the course but got his phone back. When asked about the incident after shooting an opening-round 67, McIlroy refused to comment. “No, you can’t,” he said when a reporter attempted to ask, later adding, “I’m really happy that I shot 67 today.”
Potter has since apologized, saying “I just made a mistake, and I take ownership for it.” Texas golf coach John Fields called it “an embarrassing moment” for the program, adding that Potter has written apology letters to McIlroy and PGA Tour officials.
SIGNATURE EVENTS DELIVERING BIGGER AUDIENCES
Another key sign of the Tour’s resilience is the increase in TV ratings for its $20 million signature events. According to David Rumsey of Front Office Sports, three of the first four elevated tournaments have seen year-over-year boosts in viewership, including:
AT&T Pebble Beach Pro-Am: 3.33 million viewers on CBS (+47%)
Genesis Invitational: 3.4 million on CBS (+6%)
Arnold Palmer Invitational: 2.8 million on NBC (+22%)
The biggest jump came at Pebble Beach, where Rory McIlroy’s victory drove a massive audience spike compared to the previous year, which had been impacted by weather. With a $25 million purse and Scottie Scheffler eyeing a historic third straight win, the Players Championship is set to be a major test—not just for the field, but for the Tour’s ability to keep fans tuning in.
THE INTERNATIONAL SERIES HEADS TO JAPAN, MARKING A HISTORIC FIRST. LIV Golf’s expansion into Japan is official. The International Series Japan will debut from May 8-11 at Caledonian Golf Club in Chiba, just a week after LIV Golf Korea. The $2 million tournament will feature top Asian Tour players, local talent, and LIV Golf stars, offering a pathway into the LIV Golf League. This is the third of 10 LIV Golf-backed events on the 2025 Asian Tour calendar, adding to the circuit’s global expansion. More details at Internationalseries.com.
TURKISH AIRLINES OPEN RETURNS TO DP WORLD TOUR AFTER SIX-YEAR HIATUS. The Turkish Airlines Open is making an unexpected return to the DP World Tour after a six-year absence. Scheduled for May 8-11, the tournament will be played at Regnum Carya Golf & Spa Resort in Antalya, a familiar venue for past editions. Last held in 2019, the event saw Tyrrell Hatton claim victory under the floodlights in a dramatic playoff. Originally planned for 2020, the tournament was canceled due to the COVID-19 pandemic and never reinstated—until now. | Michael McEwan reports on the tournament’s return in Bunkered.
4. EQUIPMENT
FUJIKURA VENTUS WHITE 2025: LIGHTWEIGHT SHAFT WITH STABILITY
Fairway Jockey takes a critical look at Fujikura’s Ventus White 2025, the brand’s lightest-ever shaft, designed for golfers seeking higher launch, more spin, and better accuracy without sacrificing stability. At under 50 grams, it brings Velocore+ technology—originally developed for elite players—to a wider audience, improving control for moderate to slower swing speeds. While it excels in dispersion and consistency, some players may prefer alternatives like Mitsubishi Vanquish for raw speed or AutoFlex for its unique flexibility. Full review at Fairway Jockey.
MIURA INTRODUCES TC-202 IRONS: CLASSIC FORGING MEETS MODERN PRECISION
Miura Golf has unveiled the TC-202 irons, a refined evolution of the TC-201 with key design elements inspired by the Miura CB-57. The T-Weight Bar optimizes weight distribution for better trajectory control, spin consistency, and forgiveness, while the Y Grind sole enhances turf interaction for a clean strike. Unlike many modern irons packed with weight screws and multi-material designs, Miura sticks to its traditional forging methods, prioritizing feel, control, and precision. More details at Miura Golf.
5. PEOPLE TO WATCH
John Feinstein, renowned sportswriter and best-selling author, passed away on March 13 at 68. Best known for his book A Season on the Brink about coach Bob Knight, Feinstein’s work at The Washington Post spanned various sports. He authored over 40 books, including A Good Walk Spoiled on golf and A Civil War on the Army-Navy football game. Feinstein was also a regular commentator on NPR and ESPN. The obituary in The Washington Post was written by his colleagues Matt Schudel and Brian Murphy.
Barack and Michelle Obama’s Higher Ground Productions is in discussions to produce a Tiger Woods biopic focusing on his historic "Tiger Slam" run in 2000-01, according to AFP. The film is being developed at Amazon MGM, which secured the rights to The Tiger Slam: The Inside Story of the Greatest Golf Ever Played by Kevin Cook. Reinaldo Marcus Green, director of King Richard, is set to lead the project. The film will spotlight Woods' dominance when he held all four major titles simultaneously but is not expected to cover his later personal scandals. More details at Deadline Hollywood.
Club Car CEO Mark Wagner will retire on August 1, 2025, after 29 years with the company, including eight as CEO. Parent company Platinum Equity will lead the search for his successor.
6. JUST FOR PAID SUBSCRIBERS
CANADA AND EUROPE'S TARIFF RETALIATION TO TRUMP’S TRADE WAR SET TO SHAKE GOLF INDUSTRY
The golf industry faces mounting pressure as Canada and Europe's tariff response targets U.S. brands. Here's what's ahead only for our Paid Subscribers:
How major brands (Titleist, Callaway, Nike) adapt to tariffs.
Opportunities for European and Asian competitors.
Strategies for manufacturers and retailers to manage rising costs.