GBR Friday | Behind the Ropes: The Economic Force of Golf’s Majors
Every Tuesday and Friday Morning, We Bring You the Latest Summary of What's Happening in the Golf Industry While you Were Golfing.
Good morning, GBR community,
Day one at Oakmont has been completed. Did anyone predict that four-under par would be leading at the end of day one, given everything we had heard about how penal Oakmont would play?
Oakmont showed its teeth on a few occasions, most notably Rory McIlroy floundering in the rough down the right side of the fourth hole during an inward nine of 41 to finish with a 74.
Oakmont’s fourth yielded an untidy bogey for McIlroy in the end. Patrick Reed only needed two shots to complete the same hole, holing his second from 286 yards for an albatross.
Scottie Scheffler didn’t fare much better, shooting 73, while defending champion Bryson DeChambeau also experienced troubles on his way to carding a 73.
Who will make the cut today, and who will go on to triumph on Sunday, will all be revealed by the time we meet again on Tuesday.
Lastly, since the weekend is nearly upon us and the U.S. Open is on, we’ve decided to extend our deadline till Sunday for you to get your hands on a copy of our latest dossier: THE CANADIAN GOLF INDUSTRY IN 2025: A COMPREHENSIVE DOSSIER
The dossier contains:
📊 Record participation and economic impact figures
🌍 Canada’s rising global golf profile
🏗️ Infrastructure development and course performance
⚠️ Risks from climate, inflation, and trade
♻️ Canada’s leadership in sustainable golf
👥 Strategies for inclusion, innovation, and long-term growth
📋 Exclusive global survey on how the industry views the Canadian golf market
To get the dossier for free and save yourself the full price of $349, become a subscriber to Golf Bizz Review. Not only will you have access to the dossier, you’ll also be first in line for upcoming subscriber-only content and offers.
You can subscribe to GBR here.
For today, we’ve got our usual mix of stories covering:
Industry
Circuits
Equipment
People To Watch
For Paid Subscribers: Behind the Ropes: The Economic Force of Golf’s Majors
1. INDUSTRY
ST ANDREWS LINKS UNVEILS NEW BRAND IDENTITY INSPIRED BY THE HOME OF GOLF’S LIVING HERITAGE
St Andrews Links has introduced a refreshed brand identity that honours the heritage and landscape of its seven historic courses while creating a more globally recognisable visual language for golfers around the world. Central to the redesign is a new logo for St Andrews Links, featuring three distinctive cuts through the text to represent the Swilcan Burn and the bridges crossed daily by players on the hallowed turf. The typeface draws inspiration from local landmarks, including the Martyrs Monument and the centuries-old March stones, reinforcing a deep connection to the Old Course’s ancient roots.
Each of the seven courses will now feature its own distinct icon, designed to reflect its unique history and character. The Old Course’s symbol showcases the Swilcan Bridge—golf’s most iconic photo spot—while the New Course is represented by Old Tom Morris’ flat cap, and the Jubilee Course by a queen chess piece referencing Queen Victoria’s Jubilee. A colour palette drawn from the heather, gorse, sea, and stone of the surrounding landscape further grounds the identity in its environment. The updated branding, already visible across merchandise and digital platforms, will be rolled out across the site in the coming months. At the same time, the traditional Links Crest will remain as the corporate emblem of the St Andrews Links Trust. More information on the new branding can be found here.
U.S. OPEN'S $6,500-A-TICKET 1895 CLUB SELLS OUT AT OAKMONT
The 1895 Club, the U.S. Open’s most exclusive luxury experience, has sold out for all four competition rounds at Oakmont Country Club despite its steep price tag, with daily tickets reaching up to $1,800 and weekly passes priced at $6,500. Introduced at Pinehurst No. 2 in 2024, the two-story hospitality suite has quickly become a centerpiece for high-end golf spectatorship, offering panoramic views between holes 14 and 15, fine dining on the first floor, and a sports bar atmosphere on the upper level. The U.S. Golf Association allocated 650 tickets per day—up from 400 at last year’s debut—and sold out each competitive day. The trend reflects a broader shift in golf hospitality, where major championships are increasingly offering ultra-premium access to the general public, following similar moves by the PGA Championship and The Masters. We have more on the economics of major championships in our paid content below. You can read David Rumsey’s report in Front Office Sports here.
GAP TEAMS UP WITH MALBON GOLF TO BRIDGE GENERATIONS THROUGH STYLE AND SPORT
Gap has launched a new collaboration with lifestyle brand Malbon Golf, unveiling a 33-piece apparel and accessories collection that joins Malbon’s streetwear-inspired golf aesthetic with Gap’s signature prep classics. Available now, the Gap x Malbon collection includes fleece, knits, and accessories for men and women, featuring stripes, plaid, and herringbone patterns, and is anchored by a custom “PAR” logo—a nod to Gap’s iconic arch. The campaign, titled Generation Golf, spotlights five-time PGA Tour winner Jesper Parnevik and his children, reflecting both brands’ shared mission to connect golfers across generations. Gap President & CEO Mark Breitbard emphasized the brand’s longstanding commitment to “celebrating true originals,” noting that the collaboration taps into the growing cultural intersection of fashion and sport. Founded in 2017, Malbon Golf has rapidly built a community aimed at inspiring younger audiences to embrace the game, making the partnership a natural extension of both brands’ evolving identities. The full range can be viewed here.
TRUGOLF ACQUIRES MLSPATIAL TO ACCELERATE AI INNOVATION IN GOLF SIMULATION
TruGolf Holdings, Inc. (NASDAQ: TRUG) has announced the acquisition of AI and machine learning firm mlSpatial, advancing its strategy to embed cutting-edge artificial intelligence across its suite of golf simulation products. The acquisition builds on a successful partnership launched in March 2024, when the two companies co-developed an AI engine to improve the 9-axis spin accuracy of TruGolf’s Apogee Launch Monitor. Now fully integrated, mlSpatial’s technologies will enhance TruGolf’s offerings—including Launchbox, Multisport Arcade, and E6 Apex—with smarter training insights, elevated realism, and improved interactivity. CEO Chris Jones called the move a “significant milestone,” noting it will lower development costs and deepen user engagement. mlSpatial founder Josh Pomazal highlighted the potential to refine AI models using TruGolf’s vast daily data streams. The deal aligns with broader momentum in U.S. AI investment, including the recently announced $500 billion Stargate Project, and positions TruGolf at the leading edge of tech-driven transformation in the golf simulation market. The press release announcing the acquisition is available here.
BLUE TEES GOLF PARTNERS WITH THE BELFRY TO EXPAND UK RETAIL PRESENCE
Blue Tees Golf has announced a landmark retail partnership with The Belfry, one of Europe’s most prestigious golf venues, marking a major step in the brand’s international expansion. As part of the collaboration, a state-of-the-art 5-foot interactive display has been installed in The Belfry Golf Shop, featuring a 32-inch 4K touchscreen that allows customers to explore Blue Tees Golf’s latest technology, including rangefinders and GPS speakers, through immersive product tutorials and real-time updates. The Belfry, known for hosting the British Masters and four Ryder Cups, offers an ideal platform for Blue Tees Golf to connect with UK golfers. Tom Hughes, Head of Golf at The Belfry, praised the display for enhancing customer engagement and boosting in-store visibility. Blue Tees Golf International Sales Director Marc Overton described the partnership as a proud milestone, reinforcing both brands’ commitment to innovation and elevating the golf retail experience for modern players. Golf Business News.
2. CIRCUITS
PGA TOUR TAPS NFL EXECUTIVE BRIAN ROLAPP FOR CEO ROLE ALONGSIDE COMMISSIONER MONAHAN
The PGA Tour is set to appoint NFL executive vice president Brian Rolapp as its new CEO, marking a significant leadership move as the organization continues to navigate a transformative era. Sources told ESPN that Rolapp, who has spent 22 years with the NFL and played a key role in shaping its media and business strategy, will step away from his current role to work alongside PGA Tour Commissioner Jay Monahan. NFL Commissioner Roger Goodell confirmed Rolapp’s departure in a memo to team executives, while the PGA Tour has yet to comment publicly. Rolapp, who oversaw the NFL’s lucrative TV contracts, sponsorships, and media operations, generating over $10 billion annually, was considered a potential successor to Goodell. His hiring, expected to be finalized at a policy board meeting on Monday, follows a months-long search in which other sports executives, including NASCAR’s Steve Phelps and TaylorMade’s David Abeles, were also considered. Mark Schlabach’s report for ESPN can be read here.
USGA REMAINS COMMITTED TO GOLF BALL ROLLBACK AMID DIVIDED INDUSTRY REACTION
As the 125th U.S. Open gets underway at Oakmont, USGA CEO Mike Whan acknowledged growing tension surrounding the impending golf ball rollback, a move he says remains on course despite split opinions across the sport. With elite-level changes set for 2028 and recreational shifts by 2030, Whan admitted to being overwhelmed by the deluge of emails, half condemning the decision, the other half demanding more aggressive action. “Nobody says, ‘I think it’s exactly right,’” Whan remarked. While the USGA and R&A argue that the rollback is essential for golf’s long-term sustainability, resistance from the PGA of America, the PGA Tour, and equipment manufacturers continues. PGA of America CEO Derek Sprague reaffirmed his group’s strong opposition, though he noted ongoing dialogue. Whan, however, emphasized that the policy is moving forward “full-speed ahead,” with industry conversations now focused on execution under revised testing conditions, including an increase to 125 mph clubhead speed—up from 120 mph—aimed at curbing excessive distance at the game's highest levels. Jonathan Wall’s article for Golf Digest can be found here.
DECHAMBEAU TO BEGIN LIV CONTRACT TALKS AS GOLF’S FUTURE REMAINS UNCERTAIN
Speaking ahead of his U.S. Open title defence at Oakmont, Bryson DeChambeau confirmed he will begin contract negotiations with LIV Golf at the end of 2025, as his current deal expires next year. The two-time major champion, one of LIV’s original high-profile signees, expressed optimism about reaching a new agreement, emphasizing mutual value and his belief in the league’s long-term viability. While speculation swirls over the future of LIV and its players amid stalled reunification talks with the PGA Tour, DeChambeau dismissed concerns, calling team golf “a viable commercial option” and praising the model seen in the new simulator-based TGL league. Addressing sponsor dynamics, DeChambeau said LIV has enhanced his appeal with brands aligned to its vision, citing active partnerships with Qualcomm, Reebok, Google, and longstanding sponsor Rolex. “It’s been very freeing,” he noted. “The people that want to be with us, want to be with us.” You can read Nick Piastowski’s full article in Golf.com here.
BMW LADIES CHAMPIONSHIP EXTENDED THROUGH 2029 WITH INCREASED PRIZE FUND
BMW Korea has confirmed a multi-year extension of its title sponsorship of the BMW Ladies Championship, ensuring the LPGA Tour event will continue in South Korea through 2029. Under the renewed agreement, prize money will increase annually from $2.3 million in 2024 to $2.6 million by the end of the term, making it the highest-paying women’s golf tournament in the country. The 72-hole, no-cut event will maintain its 78-player field, featuring top LPGA talent alongside invited amateurs, as part of BMW’s commitment to nurturing Korean golf. First held in 2019, the championship has distinguished itself through rotating venues, sustainability initiatives, and local economic support, with a two-year regional hosting policy and over 250,000 spectators to date. More information on the extended BMW deal can be found here.
3. EQUIPMENT
ODYSSEY UNVEILS U.S. RELEASE OF GIRAFFE BEAM PUTTERS WITH DISTINCTIVE LONG NECK DESIGN
Odyssey has officially launched its Giraffe Beam putter line in the U.S., expanding upon a 2024 Japan-only release with five new models that combine eye-catching copper finishes and giraffe-themed detailing with serious engineering. The hallmark of the line—the elongated “Giraffe Beam” hosel—transforms traditionally toe-hang plumber’s neck putters into fully face-balanced designs, catering to players who prefer that aesthetic but require minimal toe hang. Inspired by I-beam construction, the hosel offers strength and stability in a lighter profile. Each model features Odyssey’s Ai-ONE insert and spans a mix of popular blade and mallet styles. While the design may seem niche, the blend of unique visuals and purposeful technology offers a fresh option for golfers seeking both performance and personality on the greens. Prices range from $399.99 to $449.99. To view the range and check availability, click here.
4. PEOPLE TO WATCH
JEFF CLAYBORNE APPOINTED CHIEF FINANCIAL OFFICER OF NEWTON GOLF COMPANY. Clayborne brings over 30 years of senior financial leadership experience, spanning public and private companies across the consumer products, technology, and entertainment sectors. He most recently served as CFO of Perfect Moment, where he guided the company through a successful IPO and implemented strategies that improved margins and cash flow. At Newton Golf, Clayborne will oversee financial planning, investor relations, capital markets strategy, accounting, and compliance as the company continues its growth trajectory. Newton Golf press release.
TROON ANNOUNCES SENIOR-LEVEL PROMOTIONS ACROSS ITS FOOD & BEVERAGE DIVISION. As part of its continued growth and commitment to operational excellence, Troon has elevated several key team members within its award-winning global F&B division. Joe Martin, Tom Bannwart, and Jerome Louie have each been promoted to Senior Director of F&B, bringing extensive leadership and operations experience from Troon’s acquisitions and long-standing club management roles. Jessica Toy and Renee Washer were also promoted, recognized for their impactful contributions in high-performance roles across Troon’s diverse portfolio. Troon press release
JOHN MOUSLEY EARNS PGA MASTER PROFESSIONAL STATUS IN TEACHING AND COACHING. Mousley, Founder and Director of Instruction at JM Golf Performance and PGA Instructor at the University of North Florida Golf Complex, becomes the 456th PGA Member to achieve the Association’s highest educational honor. PGA of America press release.
5. FOR PAID SUBSCRIBERS: Behind the Ropes: The Economic Force of Golf’s Majors
When the gallery erupts and the lights focus on the leaderboard, attention is drawn to the shot. Behind the spectacle, however, lies a multi-million-dollar industry reshaping local economies.
Golf’s four major championships—the Masters, PGA Championship, U.S. Open, and The Open—are not only tests of nerves and precision, but strategic economic events that deliver hundreds of millions in impact to host regions and governing bodies alike.
The Numbers That Matter
In 2022, St Andrews hosted the 150th Open Championship. According to independent research commissioned by The R&A, the event attracted 290,000 spectators, generated £106 million in new economic activity for Scotland, and delivered £201 million in global marketing benefit through media exposure.
Northern Ireland expects similar results when The Open returns to Royal Portrush in 2025. According to The Sun, over 278,000 tickets have been sold, with projected benefits in excess of £213 million.
In the U.S., the 2024 U.S. Open at Pinehurst brought in an estimated $242.5 million in statewide economic activity, according to the USGA and local officials.
The 2023 PGA Championship at Oak Hill in Rochester, New York, contributed $190 million in economic impact, supported 1,233 jobs, and produced $19.2 million in tax revenue.
A Closer Look: Oakmont 2025
Crowds, Chaos & Control
Pennsylvania authorities are preparing for a crowd of 200,000 this week at Oakmont Country Club, with the course hosting its record 10th U.S. Open. Traffic plans include the closure of Hulton Road and Allegheny River Boulevard during peak periods, with 130 shuttle buses transporting spectators from satellite lots at Hartwood Acres and Monroeville Mall.