Last December, when I heard the Golf Channel was set to air its first live morning show, I was ecstatic.  Out here in L.A., one can handle only so much NPR and Colin Cowherd in the morning, so this was a true blessing in my life. Even during my time in Chicago, I was thirsty for some commuter-friendly golf content to complement the morning shuffle.

 

Did GC drop the ball on this one?

I was familiar with Erik Kuselias from ESPN and had heard good things about Gary Williams from the PGATour Network. And while the content would focus primarily on golf, it promised to feature news and commentary about stories from a wide range of subjects. Right up my alley, for sure. Well, not entirely so.

 

While they set up the studio to look like a radio show, it’s strangely only distributed on television. In taking something out of the world-wide leader’s playbook (they clearly copied the production of ESPN’s Mike & Mike in the Morning),  did they forget it was a radio show before it was simulcast on television?   In addition to no radio stream, Morning Drive has no podcast or smart phone app. I’ve reached out to show personnel to see if there was something in the works and…..Bubkis.

 

The show does air at 6 AM out west, so I am able to get about 15 minutes of content from the other room while I’m performing my morning routine. I’m sure the advertisers love that.

 

Perhaps there’s not a big enough market to justify a national syndication for the show, but that doesn’t mean it can’t be distributed through some sort of smart phone technology (app, podcast, etc). How have they missed this? Granted, I haven’t looked at their ratings so maybe the numbers look good and the show’s doing enough for their loyal advertisers to justify their ad spends.

 

So if the Golf Channel’s target markets for Morning Drive are golf bloggers (and others that work from home) and retireees sitting on their couch at 7AM, well done, fellas. You’ve nailed it. But if the Golf Channel wants to reach anyone else – you know, the majority of golf fans that are on-the-go – they might want to rethink how they’re distributing a show like Morning Drive.

     Golfers love beer and beer loves golfers. It's continues to be a long-lasting, meaningful relationship. Can someone package that up for us, please? Absolutely. Bridgestone, the #1 ball-fitter in golf, is partnering with Michelob ULTRA this summer in a way golf and beer lovers have not yet seen.

The Golfer's Ultimate 6-Pack will be hitting retailers on May 23rd, just in time for those Father's Day rounds. Believe it or not, it should be the first retail package to combine beer and golf balls (Bridgestone e6's) at a single point of purchase. No word yet on exactly where these points of purchase will be.

The promotion serves as a great complement to Bridgestone's more conservative commercials where staff members gloat about their high-performing balls while sipping on iced tea in a dark clubhouse.

And this is hardly the first venture into the golf world for Michelob, the official beer sponsor of both the PGA Tour and the LPGA. With only 95 calories, Michelob ULTRA serves drinkers who like to think they have 'active lifestyles.' It now aims to be the on and off-course six pack for those golfers who want to maintain their six packs..... all while getting 3 sheets to the wind on the course with their buddies. 

My question is why limit this to Father's Day? I'm sure there's some Moms that would be down with this, right? Plus, this would be a great stocking stuffer, hand out at charity scrambles and bachelor parties.  

 

Over the weekend, Fortune Brands CEO Bruce Carbonari updated the golf world by saying, "..there is very active interest from a broad range of perspective buyers." Of course there is, Bruce.

 

Despite all the reports though, according to sources in the business, there are only two realistic outcomes of the Acushnet situation: They will either be sold to a Private Equity firm or spun off from their parent to run independently. Here's why:

 

As far as an industry sale is concerned, the redundancies outweigh the synergies for potential buyers. The double dipping in footwear brands should alone keep Nike and Adidas out of the running. In addition, lingering anti-trust concerns should prevent another industry competitor, namely Callaway, from getting a deal done.

 

Golf media companies, whose revenues are highly dependent on selling ad inventory to equipment manufacturers, are wary of this as any industry consolidation (of an already consolidated industry) would spell less demand/competition for their precious ad space.

 

No need to worry though. 

 

Reports are that Blackstone Group - previously assumed to be bidding alongside Callaway - will now be going in alone. Going in sans Callaway eliminates the anti-trust concerns, thus paving the way for Fortune Brands to fetch close to their $1.3 billion asking price from a highly capable buyer. Additionally, word on the Street is that two other PE firms will be placing bids some time today. In the end, PE firms are flushed with cash, motivated, and looking to buy at early on in the cycle. They also don't have redundancies or anti-trust concerns to detract from any deal value. This should allow Fortune to avoid a spin off and find a fit with a motivated buyer in the investor community.

 

 

     Last Thursday, TaylorMade's new R11 driver was made available to the general public. This came about a month after the Carlsbad, CA manufacturer launched one of its most aggressive (and expensive) advertising campaigns ever, titled "Only R11." In addition to its staff professionals endorsing and sporting the products for the first month on Tour, the brand's promotion strategy included a "white out" at the Farmer's Insurance Open and at other offline and online locations. The now familiar TV spot listed below, courtesy of indy shop, NYCA, goes against the grain of golf manufacturers' traditional 'cookie-cutter' promotions. The spot includes children's voices singing a chorus "One of These Things is not like the Other" as traditional, black-crowned drivers from competitive brands cross the screen in an almost Apple-esque digital parade. The final driver is TaylorMade's category changing, white-crowned TaylorMade R11 Driver which dramatically interrupts the procession followed by the call to action: "Go online, research the driver and go fork over $399 for our new product. We'll talk to you next year."  

     I salute TaylorMade for doing something different. It's innovative, creative and differentiating as it goes from cookie-cutter to cookie monster. And people are definitely talking about it. What's come crystal clear to me though, in the past two weeks as I read blogs and speak to serious and casual golfing friends, is that this TV spot represents the ongoing battle of manufacturers for a bigger piece of the same pie. A pie where perceived value reigns king at the premium price point. The target market consists of only serious golfers and those that need - and can afford - something more than a good golf swing. TaylorMade thought outside the box and perhaps they'll capture even more than their current, industry-leading 40% market share. 

     According to Mintel, during the past 15 years, the classic 'Baby Boomer' has made up more than half of the male golfing population. In turn, the golfing industry has relied heavily on this retiring, wealthy demographic as its primary consumer. But as this generation ages (the first wave of the Baby Boomer generation is now entering their mid to late 60s), the sustainable growth of the game - and equipment sales - comes into question. With increased competition from active sports and financial constraints hindering increased participation on multiple levels, TaylorMade must give more attention to the 'Echo Boomers' and navigate a strategy towards younger demographics, that essentially creates a bigger pie for themselves. 40% market share sounds good in the short-term, but it doesn't mean much if that market is getting smaller and smaller. Their long-term growth depends on it. And it'll require a heck of a lot more than a Sesame Street song and a white driver. 

Players, journalists, businesses and fans of golf are increasingly connected to the game via Twitter and other social media outlets. Breaking news, such as Rory McIlroy and Lee Westweed not playing the Players this year, is coming from the likes of Twitter instead of traditional media outlets. I follow professional journalists and bloggers on my couch while watching tournament to get extra insight from those that are behind the ropes. I'm not alone in this activity.

 

That said, sports marketers are constantly coming up with new and creative ways to engage fans both at home and at live events.The next step for most sports is creating an in-game experience for its fans that goes beyond the blogs and tweets of living rooms. For example, Brian Grey at Bleacher Report recently wrote an article discussing the idea of a digital sports bar. He envisions an ultimate online experience that brings all the exciting content about his sport team into the palm of his hand. Mingling with fans on Facebook isn't enough anymore. Fans check into sections, talk trash with rivals, and bond with fellow supporters all with the click of their mobile phone. This all sounds great, but what about the golf fans? One of the most frustrating things about attending a golf tournament is that a fan can't bring his/her cell phone into a tournament. Because of this, fans are only partially engaged. How will the Tour, it's tournaments and sponsors, deal with this development/opportunity, if at all?

 

There's clearly a huge opportunity here given the extent to which sports/golf fans have embraced social media. While visiting a tournament, fans could check into holes and corporate tents while tagging players as they walk the course. A live, online social community for fans could draw more spectators, speak to a new demographic and bring more eyeballs to the sport we love. However, we can't do this without a device. I understand we can't trust fans to turn their ringers off, but what about renting a smart device that takes pictures (silently), is loaded with social media applications and contains course maps and GPS tracking of groups? A number of companies that would sponsor the hell outta something like this. I would.

 

Technology is changing the way we consume sports. Golf is no exception. Obviously. But I seriously hope the Tour and its governing bodies has the flexibility to keep up with the steep slope of technology demanded by the general public. With the oversupply of courses and rounds being down due to the recession, technology represents a clear and present answer for the sustainable growth and development of the game. 

Situated on the Walt Disney World Resort property in Lake Buena Vista Florida, Disney's Palm & Magnolia Courses - home to the Children's Miracle Network Classic - offer two distinct layouts for both the golfing pros and hacking Joes to enjoy. While not quite as magical as other local courses like, say, Bay Hill, Disney's are a solid options for those visiting the area and who may be in need of a sporting break from the characters and crowds of Disney's parks. 

Playing both courses, I was pleased to see how Disney's top notch hospitality capabilities had trickled down to golf course management and maintenance. If you're staying at a Disney resort property, the courses offer complementary transportation to and from the course as well as convenient club storage and transfer for those golfing multiple days. From the booking service (407-WDW-GOLF) to the starter, golfers are treated more like executive guests than they are vacationing golfers. And given that it was the third week of December and that Florida had been hit by frost, the course was in exceptional shape, most notably the greens.

Magnolia

Magnolia 17th

Despite the 97 bunkers on the Magnolia Course, the course requires elementary course management with it's straight-forward holes of wide-open fairways and spacious, true-rolling greens. Unlike the neighboring Palm Course, Magnolia caters to the game's bombers. Even the biggest of hitters are left with at least 180-yards for their second shot on most par 4s. Along with the par-3 6th and it's Mickey Mouse-shaped bunker, the best hole on the course is undoubtedly the signature par-4 17th. This final hole of last year's PGA Kodak Challenge demands a precise tee shot over water into a narrow fairway where any lack of accuracy off the tee spells bogey or worse. 

The Palm

Disney's Palm Course #3

The Palm Course, on the other hand, is a shot maker's course. Architect Joe Lee has strategically placed palm trees, sand traps and water hazards throughout this shorter course making iron/3wood off the tee a must as you navigate your way through its swampy contours of double dog legs. Course management is obviously critical to mastering the Palm. The slightest hook or slice can leave your scorecard with lots of crooked numbers if you aren't careful. You don't need the distance to score well on the Palm.  Proper course management, precise iron play, and a fundamentally-sound short game will leave you with a scorecard worth sharing. 

Playing both courses, every shot and club in your bag will be tested. But even if you lose too many balls or forget your A-game at home, Disney's exceptional hospitality helps you forget those duffs and lost balls and reminds you its just a game worth enjoying. The Magnolia and Palm courses - along with their staff - are a pleasure. They left me wishing Disney operated and maintained more golf courses. I'll definitely be coming back.

     Earlier this morning, Golf Channel's Charlier Rymer touted that the addition of Ricky Fowler to the Ryder Cup team would bring attract young eyes to the tournament. Along with a slight discrepancy on paper between Fowler and other prospects, the comment suggests that picking players to represent the red, white and blue is more about Team U.S.A's image than it is actually about beating the Europeans.

 

     Like most Ryder Cup Teams, the Captain and the PGA try to mix the young guns with the grizzled vets - something Pavin and the system have definitely executed this year. You have Dustin Johnson and Bubba Watson to compliment Steve Stricker and Jim Furyk.  You have Cink....and you have Fowler. The Fowler pick, however, while not and outlandish last pick, seems to have more to do with the team's image than it does the teams accolades on paper. Could the PGA - who picked Pavin - have intervened? I think so. Let's be honest, Pavin hasn't shown the best leadership qualities throughout this process. You have the Jim Gray incident. He constantly tripped over his own words in interviews suggesting he lacks the necessary conviction you want in a Captain.  That's the same type of person that would do whatever the PGA told him to do. This includes picking marketable players that are ratings boosters instead of the best options for Team. Otherwise, Ben Crane, Bo Van Pelt and would be headed to Wales.

     One of the issues confronting the PGA Tour right now is it's teetering relationship with some of its sponsors. While the Official 2011 Schedule won't be released for another month or so, there are a handful of tournaments that remain sponsor-less and a game of musical chairs has ensued to try and fill various gaps in next year's schedule. The Heritage Classic has moved, Memphis' status is uncertain, The Bob Hope Classic is without a sponsor and Deutsche Bank is rumored to be questioning its financial commitment, to name a few. The short-term impact is a non-issue for us fans; there will be golf next year, regardless. But the long-term issues facing the Tour's business model are hard to ignore and how Finchem and Co. deal with these issues will shape the tour's development and success over the next decade.

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Come again? Bubba Watson hit Driver, Wedge into the 598-yard par 5, 5th? I recently had ACL surgery so I thought it might've just been the vicodin talking that I had been popping like Skittles all afternoon. Either that or someone had misreported this entire spectacle. But how could no one be talking about this? You'd have to hit a 400-yard drive to even dream of it, right? I want to see said 400-yard drive!!

Aside from a couple blurbs about it on the 'net, no one had actually explained what happened. I waited into the night in hopes of LiveFrom explaining it further or possibly catching a highlight of these superhuman shots from a guy that had a share of the lead. Nothing.

Finally - this morning - The Golf Channel and Brandle Chamblee did a fly-by of the 4th and 5th holes that explained everything. Both Bubba and DJ simply carried their drives over the water and the bunkers on the right, setting up an easy wedge into the 5th green.  While the drives are definitely long as hell, they weren't as superhuman as yesterday's reports suggested. In addition to a 330-yard carry, the shape of the hole is what made this possible - something no one cared to explain. Maybe this was clear to all you golf nerds, but not me.

Now if you'll excuse me, the boys are about to tee off and I need to go find my Skittles.

A new poll from Harris Interactive lists golfer Tiger Woods as "America's favorite sports star." At the same time, a survey from E-Poll Market Research in June listed Woods as one of the "most disliked people in sports."

These polls raise tough questions for marketers when trying to determine who they should hire to endorse their products. Nike has remained loyal to Tiger through all the turmoil which was really their only move. In the long run, Nike needs Tiger a lot more than Tiger needs Nike. They couldn't drop him. They wouldn't have a golf brand if it weren't for him. But unlike Gatorade, Accenture and AT&T - who's brands were more sensitive to off course behavior - Nike could hang on to Tiger because his on-course dominance was what drove their image and demand for their product. Now his golf is suffering and no one knows for how long. Like most of us, Nike thought he'd be back to form by now.

As if essentially losing your #1 endorser wasn't enough, Anthony Kim has been sidelined most of the year with an injury. He returned at Bridgestone this past week and fired rounds little better than Tiger. With two of their top horses out the race, it's surprising they've done so little to raise positive awareness for their brand. The best move for Nike could have been to do nothing. Perhaps they were being fiscally conservative. But while TaylorMade-adidas picked up Camilo Villegas to balance out the "dislikable" Sergio Garcio, Nike Golf 's quiet summer playing a waiting game for Tiger has hardly paid off. They're still left will Stewart Cink, Paul Casey, Lucas Glover, K.J. Choi and Justin Leonard as endorsers and while they aren't disliked like Tiger and are surely playing better golf than Tiger, they aren't close to being called "American's favorite sports stars."

Cybex Inc. is looking to jump start their sales by this summer hooking up with “The Biggest Loser.” Well, make that the Biggest Losers. Plural.

In addition to being the new (and only) brand of exercise equipment on NBC’s, “The Biggest Loser,” Cybex has also signed PGA Tour Legend and Aussie businessman, Greg Norman, to a hefty endorsement deal. Perhaps known more for his narrow defeats and unfortunate collapses on the golf course, Norman continues to rack up the business wins faster than the ink can dry on his most recent divorce. Specifically, he'll be the official ambassador for the innovative CYBEX Golf Fitness platform. It’s set to be rolled out in golf club resorts throughout the world. TPC Sawgrass is among hundreds of marquee clubs and resorts nationwide to have installed a CYBEX Golf Fitness Center. In a recent AdAge interview, Cybex CMO, Larry Gulko, had this to say about his firm's partnership with Norman:

Greg Norman is the best person, as far as an athlete, that we could have approached to consider becoming our fitness ambassador to the golf industry. For the last 15 years, Greg Norman's been a customer of Cybex. You have to be authentic, you have to be the real deal. You have to communicate your authenticity, otherwise people won't trust you. Greg Norman is in great shape, he lives and breathes Cybex, so why wouldn't we want to align with him to endorse Cybex? He's creating a lot of value for Cybex.

All great points and it should be a successful endeavor for both parties. Norman cashes in on another business victory while Cybex penetrates the aging golfer demographic; a recently inspired demographic due to the recent performances of older pros like Tom Watson and Fred Couples (and even Norman in '08) in major championships. Everyone goes home a winner.....even the losers.

Sports fans are staying home more than ever. According to Nielsen, ratings for major sporting events have been strong this year, including the record set for the most-watched Super Bowl ever. Events such as the NBA Finals, he Stanley Cup Finals, and World Cup have all drawn record TV audiences this year as both the slumping economy and HDTVs have given fans reason to stay at home.

Even if the economy improves, however, expect this trend to continue. Why battle the prices and the crowds when you can sit peacefully and conveniently on your couch, cocktail in hand, alongside friends and family? According to a Nielsen study done in April, an estimated 52 percent of American homes had HDTVs and were actively using them. That compares with 33 percent a year earlier and 17 percent in 2008. And as John Rowady pointed out in a recent MediaPost article, hardcore sports fans are already hungry for the next level – 3D.

"3D is all about improving the consumer experience at home. And like all things in sports, advancements in technology are welcome only if they look and feel authentic. While there's a lot of room to grow, there's no doubt that 3D makes the experience of watching an event more realistic."

Of all sports, golf and its hardcore fans have arguably the most to gain from 3-D technology.

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It's been four days since I left the 2010 U.S. Open at Pebble Beach. Needless to say, it was a grand and memorable experience. Back to the real world now of commuting and working. I'm still exhausted, a little sun and windburned and definitely still in awe of the experience. I've been collecting my thoughts on the storied venue and the tournament itself and I thought I would share some stream-of-consciousness ramblings of a first time attendee:

• Tom Watson - Television doesn't do the man justice. Not only does he crush the ball at 60 years old giving hope to those that still haven't found their game, but he does so with unparalleled grace. As Red said of Andy Dufresne in Shawshank, Tom "strolls the course like a man in a park without a care or a worry in the world." I found so much comfort in watching him play the game. Didn't expect that. And on Father's Day, with his son, Michael, on the bag, it was a real treat.


• The GolfWorld Is Flat - Flatter now more than ever. We've known for quite some time that major fields traditionally carry an international flavor, but have the foreigners ever been so prevalent on the leaderboards as they are now? Of the 26 events in the U.S. this year, 12 were won by foreign players. I even spoke French with some spectators on Saturday (I never thought to ask if they were with Havret groupies or not) It will be interesting to see how the flattening shapes future developments of the tour(s) and the industry as a whole. I strongly believe we're headed for a Global Tour at some point.
  
• Russell Henley and Scott Langley - Had Justin Leonard not birdied the 72nd hole, the co-low amateurs would have been exempt from next year's open. Bummer. Maybe the low amateur(s) should auto-qualify for the following year's open? How could that be a bad thing? Both were favorites of the galleries and unlike Sergio Garcia, who continuously whining his way around the golf course, it's refreshing to see these young guys bask in the beauty of the tournament and it's setting. Like Watson, they were a joy to watch.


• Pebble Beach - Aside from trying to score well on the open setup, if there ever was a place where a golfer could be at peace with themselves and God, Pebble is the place. The Cliffs of Doom are downright heavenly if you don't have to hit golf balls around them. Standing between the 9th fairway and the 10th tee was my favorite place all week. In the sun, close to the ocean and allowing you to watch approach shots on nine and tee shots on 10. Not crowded either. More on the crowds in a second.



• 17th hole - When standing by the green, it was simply a beautiful hole with a storied past. It didn't look that long either. Nicklaus needed a 1-iron here? Really? It's down-hill. Harmless really, especially when the pin is front right (as it was on Saturday). Then I walked back to the tees and lost any romantic feeling for this hole I previously had. The green was somewhere down there, but all I could see was sand traps, rough and ocean. Couple the wind and a back-left pin placement, and it's no wonder why it got so much criticism. But it's the U.S. Open, fellas. Quit complaining. The USGA gave you the shortest hole ever at a U.S. Open in 7 and a driveable par 4. And Ryan Moore? Ryan, we get it. You'd be more comfortable if the USGA had a Wyndam Championship setup, so you could fire a -16? (like he did in his only PGA Tour victory last year).


• Tiger's almost there. His charge on Saturday was incredible. He's definitely got the look and the swagger back. Anyone who witnessed his 2nd shot on 18 on Saturday knows that. It's only a matter of time for his game to get back to form. And the crowds loved him more than ever. Go figure.


• Ernie - As much as we tend to feel sorry for him, he does bring this on himself. I think he needs an on-course additude adjustment at these majors. Maybe put some vodka in that water bottle of his. He mopes around the course like Ior, making bogeys, missing putts and feeling sorry for himself. Listen, if you're not happy, you're not relaxed, right? And if you're not somewhat relaxed, how are you going to make big putts in a major? All I'm saying is that he wasn't this tense when he was winning majors. The miss on 15 said it all. It's clearly all 'between the ears' for the South African and he's running out of time.

• Dustin Johnson - Until Sunday, he was living proof of how certain players can feel so comfortable on certain courses. Regardless of the changes since February, he was dominating Pebble once again. But as great as his 66 was on Saturday, I think the young gun would've been in better position if he was two back of the lead and NOT in the last group... on Sunday with a 3 shot lead...in the U.S. Open... The pressure of the major and the marquee names coming after him proved to be too much. It was a shame, but no one's counting this kid out any time soon.

• Graeme McDowell - Like last year, this year's U.S. Open proved to be a Darwinian test of survival. McDowell was clearly the fittest and he survived the onslaught of the world's best players in some of the most pressing conditions. Congrats to Graeme. My wife saw him on Leno and thinks he's hot.....so do I. Golfer? check. Accent? check. Loves beer? Check. Style and class? check. What's not to like?




• Finally, Size Matters - It sucks being short at the U.S. Open. My 5-foot 7 stature can battle the crowds of a St. Jude Classic or even a FedEx Cup Playoff event, but to brave the Tiger-roaring crowds on Saturday and Sunday at major? Never has my vertical limit been so challenged. When Tiger pummeled his 2nd shot on 18 on Saturday, I had to balance myself on an elevated plank that supported a hospitality tent to even catch a glimpse. As always, there are options to accommodate . American Express was again giving out the "Champtionship Vision" TV's, the hand-held, portable devices that show live video coverage of the marquee groups. They also had the ear pieces streaming the action on ESPN Radio. The radio device makes sense in order to keep up with the leader board, but if you're going to watch it on TV, why even come to the course ? Then there are the golf periscopes and as much as I want to ridicule these submarine captains (above), they're practical as hell. Yes, I could weasel my way through the crowd in some instances, but in the future, when the galleries are as testing as the rough, I'll embrace my inner Captain Nemo and get my hands on one of these puppies. The Mickelson Group, out of San Diego, CA, has them at decent prices.

 

 

Corporations are constantly paying large sums on money to be associated with elite athletes. Is it really worth forking over that much money? It must be. Why else would they do it? In the past ten years, we've seen more and more athletes establishing a personal brand. Personal branding leans on the tenant that success - either social or economic - comes from self-packaging. From Michael Jordan to Tiger Woods, we've seen the power of personal branding in sports as billion dollar companies shape their marketing campaigns around just a few individual personalities. These campaigns have lasting impressions and continue to engage multiple generations of consumers. Michael Jordan hasn't played basketball in eight years, but if you type in the word "air" into Google's search bar, the first suggestion/drop down is "Air Jordan." For us consumers, it's sometimes less about the product than it is about the person pushing the product.

In his heyday (before last November), Tiger Woods was perhaps the most lucrative personal brand ever and we understood why. He was the best. His crisp, clean, diverse image brought youthful dominance to a wrinkled sport. He was a no-brainer for marketers and ad agencies alike. But what about now? How is he being perceived after all of....THAT. Can he still demand that "billion-dollar athlete" respect from advertisers? Internet Marketing guru Jeff Bullas addressed this very question, specifically in terms of social media and the online community's perception of Tiger. In comparing Tiger’s "Brand Buzz" to the buzz of the number one global brand, Coca Cola, he found that Tiger generated 437% more buzz on social media and online than the #1 brand in the world in a 24 hour period. Incredible. In short, Bullas suggested little has changed and that sponsors would be wise to keep Tiger in their foursome as even the world’s #1 brand couldn’t keep up. The analysis demonstrates that Tiger is still is one of the world’s largest athletes and most widely discussed icons. He generates a ton of buzz and can swing demand for product. But wait a second. There's two problems with Bullas analysis: First, he snagged his data just two days after Tiger announced his return to competitive golf at Augusta, when Tiger’s trending online had peaked. Second, his data doesn’t take into account the "sentiment" of said buzz. Sponsors aren't going to stick around simply because there's a lot of buzz. They need positive buzz. Just ask Accenture, Gatorade or BP.

So now it’s the middle of June, and most of Tiger's transgressional dust in the blogosphere has settled. Deciding to take Tiger's buzz-temperature myself, I included a "sentiment" metric as well as a comparison of Tiger’s buzz to that of other elite athletes (just for kicks). The analysis comes directly from socialmention.com. While it doesn't contain complex algorithms and may not be as credible as Nielsen. However, this convenient analytical tool does a fine job of capturing the volume and mood of a brands' online buzz. Not surprisingly, the buzz about Tiger has retreated to more natural levels, but now carrying a more negative sentiment than most of his fellow athletes. *(See below for an explanation of the metrics.) Tiger still has huge reach (more than any golfer ever) and when an athlete is discussed as much as the #1 global brand, it's no wonder why sponsorship dollars are so huge. He appears to be on par with elite athletes in terms of buzz volume (reach, strength and passion) as well as mention frequency. On the other hand, the 3:1 Sentiment ratio suggests the sponsors that dropped him are justified in doing so. This sentiment could explain why we haven't seen Tiger sign on with a new sponsor. Companies could be waiting both his swing and his sentiment to return to form. Then again, with the divorce still being settled, Team Tiger probably halted all business negotiations.

Companies that don’t value buzz sentiment as much as they value pure buzz volume will be lining up to carry Tiger's clubs in no time. We'll see who he chooses to align himself with. Sooner or later, he'll start winning golf tournaments, but winning those lucrative sponsorships? I don't think he can return to that 'billion dollar athlete' until he's mentioned in a more positive light. At least that's what social media and the online community are saying.

-Via theflopshot.net

*Strength - Likelihood the brand is being discussed

Passion - Measure of the likelihood that individuals talking about your brand will do so repeatedly

Sentiment - Ratio of mentions that are generally positive to those that are generally negative

Reach - Measure of Influence; # of unique authors divided by total mentions

As Google continues to take over the world, we're constantly reminded of how they collect and store everything we do on the world wide web. Aside from privacy issues, there are obvious benefits for marketers and even us commoners. Take the Google Suggest feature. Google Suggest returns search queries based on other users' search activities. These searches are algorithmically determined based on a number of purely objective factors (including popularity of search terms) without human intervention. All of the queries shown in Suggest have been typed previously by other Google users. This is great for market researchers, but it also has the makings of an endlessly fun parlor game. It offers answers to what are on people's minds and what the masses are really interested in. So what does it suggest about golf? What can it tell us about the game and some of it's personalities? Take a look.

Jack Nicklaus was a great golfer, perhaps the best the game has ever seen. He practically invented course management and his incredibly smooth swing tempo was the key to both his unmatched ball-striking and distance control, helping him capture 18 career majors and 72 professional wins. While not the greatest putter, he came through when it counted. In addition to his golf talent, Jack has publicly and repeatedly credited his family and friends as integral pillars that supported his illustrious career. We see this time and time again with successful people. In 2001, when it became public that Tiger was dating Jesper Parnevik's Swedish nanny, critics argued that such a relationship would be a detriment and distraction to his golf game. Jack silenced these critics though by citing the crucial role his wife, Barbara, and his four children played in his storied career. He could not have done it alone. Nine years later, the world’s #1 golfer is faced with losing what Jack had claimed to be so integral to his success, yet most of the media is concerned with his neck and his coach. I don't buy it. Tiger has experienced loss before - be it his father in 2006 or even a golf tournament here and there - but in the past, he's always had a club in his bag that got him out of those hazards. He's now lost sponsors, fans and a coach, but he'll win back his sponsors, most of his fans, and find a new coach in no time. But losing his wife....for good?? and what that means for his children? He just can’t walk into a golf tournament and forget that his kids might be moving to Sweden. Golfdigest's Sr. Writer, Ron Sirak, recently discussed the mental, physical and mechanical pieces of the Tiger Puzzle While all three elements may be struggling in their own right, the loss of those closest to him has proved to be a migrane headache for his mental game and the ultimate challenge to his golf game. His life off the course must start to repair and rebuild itself for his swing to come back to form. A mentally stable Tiger doesn't miss cuts or withdrawl from tournaments. I think Tiger would admit he returned before he was mentally ready. He's won on a broken leg before and contended on Sundays when his mechanics were all but in order. A WD and MC in back-to-back starts proves that what is so paramount to all our golf games -the game between our ears - holds true for Tiger and is undoubtedly the true source of all his struggles. As independenetly successful Tiger might have been, he's faced with losing what helped propel Jack to all his victories. Tiger did dominate the tour while transgressing and leading separate life on the side. But he still had a home, wife and children to lean on when he needed it. Jack needed that support to succeed just as Tiger needs it now. Unfortunately, and at no fault but his own, it is possibly gone.