GBT Tuesday | Netflix’s Big-Moment Play: How Golf Fits Into Its Game-Changing Live Sports Strategy
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.
Good morning GBR community,
Another week rolls around and it feels like we are really getting into the golf season now. The Arnold Palmer Invitational is this week’s marquee event on the PGA Tour, with The Players two weeks away and The Masters 5 weeks away. Exciting times!
What may not be so exciting is the surprise of early exits for Jupiter Links and Boston Common from the TGL. Will there be any impact on viewing figures with the league’s co-founders Tiger Woods and Rory McIlroy no longer involved?
On to the first GBR edition of this week.
We have the second installment of our interview with Nicholas Callaway. The conversation turns to Big Bertha's impact when it was launched in 1991 and some other milestone releases from Callaway.
Nicholas’ book, The Unconquerable Game: My Life in Golf & Business by Ely Callaway, and the groundbreaking audiobook is released on the 25th March.
With the launch of Full Swing Season 3, Tomas has also been investigating Netflix’s move into live-action sports, which started with the critically acclaimed Formula 1 series Drive To Survive.
Will this represent a new dawn for Netflix and what other sports could Netflix get involved with?
Our full menu for today is:
Industry
Circuits
Equipment
People To Watch
Must Watch - Nicholas Callaway interview: Big Bertha And The Paradigm Shift In Golf Technology
Just for Paid Subscribers: From Documentaries To Live Action: Netflix’s Big Bet On Golf And Sports Streaming
To paraphrase US Ryder Cup captain Keegan Bradley, “let’s kick some f***ing ass!”
1. INDUSTRY
R&A RULES OUT TURNBERRY RETURN DESPITE TRUMP LOBBYING
The R&A has confirmed that The Open Championship will not return to Turnberry in the near future, citing the venue’s failure to meet revenue targets despite lobbying efforts from former U.S. President Donald Trump. New R&A CEO Mark Darbon reiterated that commercial success remains a key factor in venue selection, and Turnberry’s absence from the Open rota is unlikely to change anytime soon. Trump, who owns the Ayrshire course, raised the matter with UK Prime Minister Sir Keir Starmer last week, praising Turnberry’s quality and history, but the R&A’s stance remains unchanged.
Turnberry, which last hosted The Open in 2009, has seen its chances diminish further, with upcoming Opens already allocated through 2028 — including Royal Troon, Royal Birkdale, and St Andrews — the R&A continues to focus on venues capable of drawing over 200,000 spectators, a benchmark Turnberry has struggled to meet. Other Open venues like Royal Lytham & St Annes and Muirfield are also awaiting their next turn, as the R&A prioritizes commercial performance and logistical considerations. Read James Corrigan’s full article in the Telegraph newspaper here.
SCGA PARTNERS WITH CALLAWAY GOLF FOR INAUGURAL ADAPTIVE CHAMPIONSHIP
The Southern California Golf Association (SCGA) has announced a three-year partnership with Callaway Golf to serve as the title sponsor of the newly created SCGA Adaptive Championship. The inaugural event will take place May 21-22 at Goose Creek Golf Club in Jurupa Valley, California, and showcase the talents of adaptive golfers from across the region. As part of the sponsorship, Callaway Golf will receive prominent branding throughout event promotions and on-site signage, and representatives from both Callaway and the SCGA will attend to engage with players and spectators.
The SCGA Adaptive Championship presented by Callaway Golf will also benefit from the expertise of the U.S. Adaptive Golf Alliance, which will assist with participant eligibility and verification. Competitors will be able to earn national ranking points, further elevating the championship's profile within the adaptive golf community. SCGA Executive Director Jeff Ninnemann highlighted both organisations' shared commitment to creating inclusive playing opportunities and fostering a welcoming environment for every golfer in Southern California. More information on the partnership between the SCGA and Callaway can be found here.
TRUE SPEC GOLF EXPANDS WITH NEW LOCATION AT CHELSEA PIERS IN NEW YORK CITY
True Spec Golf has officially opened True Spec NYC Chelsea Piers, its newest custom-fitting facility inside the iconic Chelsea Piers Golf Club. The opening marks True Spec’s fourth location in New York City, complementing its existing NYC North, Grand Central, and Downtown venues. The new facility offers golfers access to True Spec’s custom club-fitting services, backed by a brand-agnostic fitting matrix featuring over 70,000 club head and shaft combinations from all major manufacturers.
Located on Pier 59 with views over the Hudson River, True Spec NYC Chelsea Piers features an indoor fitting bay equipped with a Foresight GCQuad launch monitor and personalized fittings conducted by master fitters. Each club is custom built at True Spec’s Scottsdale headquarters to match the precise specifications determined during the fitting. Fitting sessions start at $125, with full bag fittings available for $375. Appointments are now open for booking at True Spec Golf.
R&A WORLD GOLF MUSEUM CONFERENCE DRAWS RECORD INTEREST
An upcoming conference organized by the R&A World Golf Museum and the British Golf Collectors’ Society has seen such overwhelming demand that organizers have secured a larger venue to accommodate the more than 100 registered representatives. Initially set for Forgan House in St Andrews with a cap of 60 delegates, Looking Back, Moving Forward – Making the Most of Your Golf Club’s Heritage will now take place at the Hotel du Vin in St Andrews on March 11-12. The strong interest highlights a growing awareness among clubs across the British Isles of preserving and showcasing their historical collections.
The two-day event will address key topics such as cataloguing memorabilia, valuations, insurance, and protecting collections from theft or damage, with presentations delivered by industry experts including Jane Jamieson, Consultant Archivist at Royal Troon Golf Club, and John Mullock, a specialist golf memorabilia auctioneer. Angela Howe, Museum & Heritage Director at the R&A World Golf Museum, noted that the conference evolved from the increasing number of requests her team received from clubs seeking advice on preserving sensitive material, a need now being addressed in a structured and collaborative format. More information on the conference can be found here.
MACKENZIE & EBERT DESIGN NEW CHAMPIONSHIP COURSE AT MONCAYO IN PUERTO RICO
Golf course architecture firm Mackenzie & Ebert has been appointed to design a new championship course at Moncayo, a luxury residential and resort community taking shape along Puerto Rico’s eastern coastline. Construction is already underway on the 7,200-yard layout, with shaping completed on the first four holes and work continuing on the practice facilities. In addition to the championship course, Moncayo will feature a 9-hole short course, a one-acre putting course, and a state-of-the-art Golf Performance Centre led by PGA Professional Manuel Relancio, formerly of Casa de Campo.
Beyond its extensive golf offerings, Moncayo will provide residents and guests with a comprehensive array of leisure and lifestyle amenities. The community will also benefit from an Auberge Resorts Collection hotel, branded resort villas, an International School, medical facilities, and a variety of shops and offices. More information on the Moncayo development is available here.
THE SWING BAYS EXPANDS TO NORTH CAROLINA WITH NEW LOCATIONS PLANNED
The Swing Bays, a golf and fitness franchise founded by PGA professional Dustin Miller and Brenna Miller, is expanding into North Carolina with plans to open locations in the Raleigh-Durham area by the fourth quarter of 2025. The franchise, which first launched in Parker, Colorado, offers a comprehensive indoor golf experience combining simulators, PGA professional instruction, TPI-certified fitness programs, and expert club fitting and repair services. The expansion highlights the growing demand for technology-driven indoor golf facilities, particularly as data shows 75% of new golfers are introduced to the sport through indoor venues.
Designed with operational efficiency in mind, The Swing Bays locations feature a bar for guests but no kitchen, allowing for simpler buildouts compared to larger golf entertainment concepts. With exclusive memberships fostering a sense of community and a technology-forward model designed to improve performance, The Swing Bays aims to meet the evolving needs of modern golfers while strengthening its national presence with this latest move into the North Carolina market. You can read Trevor Mason’s full report on The Swing Bays expansion in Golf Inc.
FLIGHTSCOPE LAUNCHES INNOVATIVE COURSE PLANNING TOOL FOR DATA-DRIVEN GOLF STRATEGY
FlightScope has introduced the FlightScope Planning Tool, a cutting-edge application designed to help golfers plan their rounds by predicting shot outcomes based on personal performance data and real-time environmental conditions. Using FlightScope’s Environmental Optimizer technology, the tool calculates carry distances up to three days in advance by integrating local weather forecasts with each golfer’s specific shot data. With the ability to select any course worldwide, input personal club gapping data, and generate tailored reports for different wind scenarios, the Planning Tool equips players with information to make smarter strategic decisions before they even arrive at the course.
Golfers using the Planning Tool will receive customized reports showing projected carry distances in calm, headwind, and tailwind conditions, helping them prepare for any situation. Whether used for tournament preparation, practice rounds, or casual play, the tool is a personal club selection guide that adapts to changing conditions. Available for a one-time fee of $99, the FlightScope Planning Tool delivers advanced data-driven insights without ongoing subscriptions. More information on FlightScope’s Planning Tool can be found here.
2. CIRCUITS
3M EXTENDS TITLE SPONSORSHIP OF 3M OPEN THROUGH 2030
3M and the PGA Tour have announced a five-year extension of 3M’s title sponsorship of the 3M Open, ensuring the tournament will remain a fixture on the schedule through 2030. Since its launch in 2019, the 3M Open has attracted many of the world’s top golfers to TPC Twin Cities in Blaine, Minnesota. The 2025 edition is set for July 21-27, with Jhonattan Vegas expected to defend his title. For the third consecutive year, the tournament will serve as the penultimate event of the FedExCup Regular Season, giving players a final opportunity to earn a spot in the top 70 and qualify for both the FedExCup Playoffs and a full slate of events in 2026, including The Players Championship.
Since its inception, the tournament has contributed over $8 million to charities, benefiting over one million people. The event is held at TPC Twin Cities, a course designed by Arnold Palmer with input from Minnesota native Tom Lehman. More information is available at pgatour.com
NICK DUNLAP JOINS ATLANTA DRIVE GC FOR ONE-MATCH TGL DEAL
Nick Dunlap, the 2024 PGA TOUR Rookie of the Year, has signed a one-match contract with Atlanta Drive GC, filling in for Justin Thomas in the team’s upcoming TGL showdown. Dunlap, who made history last year as the first amateur to win on the PGA TOUR since Phil Mickelson in 1991, turned professional shortly after his victory at The American Express. The 21-year-old followed that milestone with a win at the Barracuda Championship and secured a spot in the FedExCup Playoffs, capping off an impressive rookie campaign.
Dunlap will team up with Billy Horschel and Lucas Glover as Atlanta Drive GC against Tiger Woods and his Jupiter Links squad. The match completes the first round of matches. After last night’s action, Tiger Woods’ Jupiter Links and Rory McIlroy’s Boston Common have been eliminated from the playoffs. TGL Golf announcement.
PLAYERS CHAMPIONSHIP HOPEFUL FOR TIGER WOODS’ RETURN TO TPC SAWGRASS
Tournament organizers at The Players Championship are hopeful that two-time champion Tiger Woods will return to competitive action at TPC Sawgrass when the PGA Tour’s flagship event begins on March 13. Woods, who won The Players in 2001 and 2013, has not played the event since 2019, and his schedule remains uncertain following the passing of his mother, Kultida. While Woods withdrew from the Genesis Invitational to grieve, he has made recent public appearances, including on CBS at Torrey Pines and in TGL matches, leaving the door open for a potential return.
Lee Smith, Executive Director of The Players, emphasized the significance of Woods’ presence, calling it an "amazing moment for our game" if the 15-time major winner were to compete. Smith noted that Woods’ star power transcends the sport, driving global attention and excitement whenever he’s in the field. While no formal commitment has been made, anticipation is building that Woods could walk the famed fairways of TPC Sawgrass once again, adding another chapter to his storied career. Smith’s comments came in an interview with the UK’s TalkSPORT.com.
WALKER CUP TO RETURN TO PINE VALLEY IN 2044
Pine Valley Golf Club, ranked second on Golfweek’s Best list of Classic Courses in the U.S., has been selected to host the 2044 Walker Cup, marking the event’s return to one of the nation’s most iconic layouts. This will be the third time Pine Valley hosts the Walker Cup, following previous editions in 1936 and 1985. The club is also set to host the 2034 Curtis Cup, further cementing its reputation as a premier venue for amateur team competition.
The announcement comes ahead of the 50th Walker Cup, which will be played later this year at Cypress Point Club in Pebble Beach, California, on September 6-7. Cypress Point holds the top spot in Golfweek’s Best Classic Courses ranking. The biennial match between amateur teams from the United States and Great Britain & Ireland has been dominated by the Americans, who lead the series 39-9-1. Cameron Jourdan’s full article in Golfweek can be found here.
3. EQUIPMENT
PING UNVEILS NEW SCOTTSDALE PUTTER LINE FOR 2025
PING has officially introduced the 2025 Scottsdale family of putters, a nine-model collection designed to cater to a wide range of player preferences and stroke types. The new lineup features a blend of blades and mallets, showcasing an upgraded PEBAX insert that offers a softer feel compared to the 2024 PING putter line. With the exception of the DS72 model, the insert now extends across the entire face, ensuring consistent feel and performance across different impact points. The putters also sport a sleek black nickel finish for enhanced durability, complemented by bold blue accent paint to align with PING’s latest G440 club family.
In addition to performance improvements, PING placed a strong emphasis on alignment and visual appeal. The Scottsdale putters feature a two-tone design with a bright front edge contrasting against a darker rear portion, enhancing alignment at address. Traditional sight lines and carefully shaped body curves further assist with setup, giving players multiple visual cues to square the putter to the target line. The Scottsdale range will be available from March 27 with a RRP of $270 (£210, €250). More information is available at Ping Golf.
COBRA HONORS ARNOLD PALMER WITH LIMITED-EDITION DS-ADAPT DRIVERS
Cobra Golf has unveiled a new trio of limited-edition Arnold Palmer DS-Adapt drivers, celebrating the legendary golfer with signature umbrella logo designs on both the crown and sole. Available in LS, X, and MAX-K models, each driver pays tribute to Palmer while incorporating Cobra’s latest technological advancements. All three models feature progressive aero shaping to reduce drag and enhance club and ball speed. The LS model caters to faster swingers with low spin and maximum shot control, the X offers balanced performance for a wide range of players, and the MAX-K delivers extreme forgiveness with a 10K MOI and a slightly oversized 460cc profile.
Beyond the tribute aesthetics, the limited-edition drivers incorporate Cobra’s FutureFit33 Adjustable Hosel System, allowing 33 combinations of loft and lie settings to fine-tune performance. The Arnold Palmer DS-Adapt drivers went on sale yesterday (3rd March), through select retailers and online. RRP $649, (£510, €615). You can view the full Arnold Palmer range at Cobra Golf.
4. PEOPLE TO WATCH
The United States Golf Association (USGA) has named Kevin Hammer its president-elect, adding accomplished business leaders Dianne Dixon and James Gorrie to its 15-member Executive Committee. The appointments were confirmed at the USGA Annual Meeting held at Pinehurst Resort & Country Club. Hammer, a decorated amateur golfer and University of Florida alum, will continue to chair the Championship Committee while serving on multiple committees, including Governance, Nominating, Compensation and Leadership Development, and International Team Selection. More information can be found at the USGA.
The USGA has announced that Mike Keiser, renowned for his transformative impact on golf course development, will receive the prestigious Bob Jones Award during the 2025 U.S. Open Championship at Oakmont Country Club. The award, the USGA’s highest honor, recognizes individuals who embody the values of character, sportsmanship, and respect for the game exemplified by its namesake, Bobby Jones. Keiser will be formally honored on June 10, 2025, during a special ceremony in Pittsburgh as part of the celebrations surrounding the 125th U.S. Open, which runs from June 9-15. More details are available at the USGA.
The Asian Golf Industry Federation (AGIF) has announced the election of Dandelly Nguyen and Nick Brown to its Board of Directors. Nguyen, Managing Director of 54 Vietnam, brings more than 15 years of experience in golf management. Brown, currently Export Sales Manager at Campey Turf Care Systems, adds over 25 years of expertise in the golf and sports turf sector. Both Nguyen and Brown will serve initial two-year terms from 2025 to 2027, with the option to stand for re-election for an additional term. More information can be found at the AGIF.
5. MUST WATCH
NICHOLAS CALLAWAY CHAPTER 2 INTERVIEW: BIG BERTHA AND THE PARADIGM SHIFT IN GOLF TECHNOLOGY
Callaway’s most famous innovation arrived in 1991 with the launch of Big Bertha, a driver that would redefine the category. Named after the German howitzer from World War I, Big Bertha was the first large-headed, stainless steel driver—a radical departure from the traditional wooden models used at the time.
The club’s oversized head and perimeter weighting increased forgiveness, allowing players to make solid contact even on mishits. Its design made the game more accessible to amateur golfers, leveling the playing field in a way no other equipment had before. Sales skyrocketed, and Callaway Golf became the No. 1 club brand in the world.
But Big Bertha was just the beginning. Callaway continued to push the boundaries with innovations like:
The Great Big Bertha (1995) – A titanium version of the original, making the club lighter and even more forgiving.
The ERC II (2000) – A driver featuring a hot face for extra ball speed, though its design pushed the limits of USGA regulations.
The Odyssey 2-Ball Putter (2001) – An innovative alignment system that became one of the best-selling putters of all time.
Each new product reinforced Callaway’s belief in equipment that helped the average golfer enjoy the game more.
Enjoy Chapter 2.
6. JUST FOR PAID SUBSCRIBERS
FROM DOCUMENTARIES TO LIVE ACTION: NETFLIX’S BIG BET ON GOLF AND SPORTS STREAMING
Netflix has been a transformative force in the live sports industry, not merely reshaping its own role but influencing the broader market dynamics. A few weeks ago, co-CEO Ted Sarandos emphasized the company's strategic focus on high-impact, singular events over full-season broadcasting. This approach aligns with Netflix's broader content strategy, allowing for targeted audience engagement without the financial burdens of long-term league commitments.
The Strategy: Betting on ‘Momentum’ Over Full Seasons
Ted Sarandos, Netflix's co-CEO, has clarified that the company does not see a viable financial model for acquiring long-term league rights. A few weeks ago, Sarandos explained, “The economic numbers for full-season sports leagues remain extremely challenging.” Instead, Netflix has chosen event-based broadcasting, an approach that aligns with its broader content strategy.
The formula is straightforward: rather than purchasing rights for an entire 82-game NBA season or a 38-match Premier League schedule, Netflix focuses on specific, high-impact events. For example, it has secured deals for exclusive WWE programming and the Christmas Day NFL games. This method allows Netflix to maximize subscriber engagement during key moments while avoiding the financial drain of continuous coverage.
The same approach is now shaping Netflix’s presence in the golf industry. Its first live sports experiment involved a unique golf showdown between PGA Tour players and Formula 1 drivers. This was followed by a much simpler but widely successful match between Rafael Nadal and Carlos Alcaraz. Both events drew millions of viewers, reinforcing Netflix’s belief that high-stakes, one-off competitions drive engagement better than season-long commitments.
Golf as a Perfect Fit for Netflix’s Strategy
Golf has proven to be a valuable content asset for Netflix. The sport offers high-profile events that fit naturally into the company’s event-based approach while complementing its existing documentary success. The documentary series Full Swing, which follows the lives of professional golfers, has been a key part of Netflix’s strategy to attract and retain sports fans. However, there are signs that the sports documentary market may be reaching saturation.
Jacob Feldman of Sportico recently noted that Full Swing saw a nearly 50% drop in viewership between its first and second seasons. The drop reflects a broader trend: while Formula 1: Drive to Survive initially revolutionized sports storytelling, subsequent attempts to replicate that success—such as documentaries on tennis, cycling, and American football—have struggled to maintain strong viewership.
Full Swing remains a critical element of Netflix’s sports portfolio. Chad Mumm, executive producer of the series, emphasized the importance of strong storytelling. “It can be so easy to fall into the trap of needing to be with the best players or feeling like you need to follow the beats of every big win or loss, but what we always talk about with our filmmakers is that it’s character, access and authenticity first,” Mumm said. The third season of Full Swing, which debuted on March 4, 2025, seeks to recapture the excitement of its first season by focusing more on individual golfer narratives rather than overarching controversies like the PGA-LIV battle.
What Happened to the Golfers-F1 Drivers Event?
Netflix ventured into live sports with the "Netflix Cup," a crossover golf tournament featuring PGA Tour players and Formula 1 drivers, held in November 2023. While this event marked Netflix's entry into live sports, there are currently no plans for a second edition. According to sources, the PGA Tour and Netflix have decided not to pursue another "Netflix Cup" in 2024. However, specific reasons for this decision were not disclosed (By Josh Carpenter in Sports Business Journal).
The Role of Advertising and Future Investments
Netflix’s foray into live sports is also closely tied to its advertising strategy. The platform has gradually expanded its ad-supported subscription model, with live events providing premium advertising opportunities. In the final quarter of 2024, 55% of new Netflix subscribers opted for the ad-supported tier, an increase of 30% over the previous quarter. Live sports broadcasts offer a unique advantage: they capture real-time engagement, making them prime real estate for advertisers.
The impact of this strategy was evident in Netflix’s recent live events. The highly anticipated bout between Mike Tyson and influencer-turned-boxer Jake Paul drew a staggering 108 million live viewers, making it the most-watched sports event ever streamed on the platform. Similarly, the two NFL Christmas Day games attracted 65 million viewers in the U.S. alone, with another 30 million watching globally. The Beyoncé halftime show, which aired during one of the NFL games, drew an additional 27 million viewers. These numbers highlight how Netflix leverages high-profile, short-duration sports events to maximize impact.
Golf is a natural extension of this approach. Major golf tournaments offer standalone, high-engagement opportunities that fit neatly into Netflix’s strategy. The platform has already explored one-off golf events with great success, and further investments in marquee tournaments or exhibition-style competitions could be on the horizon.