Wednesday, November 8, 2000
Woods tees off on PGA Tour, commissioner
By Ed Sherman
Chicago Tribune
(KRT)
Tiger Woods caught the PGA Tour off guard Tuesday with charges
the association is taking advantage of him for its own marketing
and promotional purposes. However, some say Woods' pointed statements
could backfire if the public perceives that the richest athlete
is complaining about not making enough money.
In an interview that appears in the Nov. 10 edition of Golf World,
Woods complained that PGA Tour Commissioner Tim Finchem only talks
with him when he is trying to get the world's No. 1 player to
compete in an event. He cited a deteriorating relationship with
the PGA Tour that began with the 1999 made-for-TV “Showdown
at Sherwood” event. He also is upset with the way the tour
uses his image for advertising purposes, especially when the sponsor
company has no relationship with him.
“I believe what I believe in,” Woods said in the interview.
“I understand the whole picture. What amazes me is how much
the public doesn't understand.”
Woods stressed that the conflict is serious.
“(It's) serious enough that if we don't make everyone aware
of it now, it could escalate into a bigger situation,” he
said.
The PGA Tour was taken aback by the Woods' statements. Tour spokesman
Bob Combs said he expected Woods and Finchem to discuss the situation.
“It goes without saying that everyone associated with the
Tour, including the commissioner, understands the excitement and
attention that Tiger has brought to the PGA Tour,” Combs
said. “In countless opportunities, the commissioner has discussed
the profound impact Tiger has had on the interest in PGA Tour
golf and the game of golf in general.”
Woods could be taking a risk at a time when things couldn't be
better for him financially. Estimates have him earning $54 million
this year, including tournament purses and endorsements. He recently
signed a $100 million deal with Nike.
“At $54 million, he's not going to get a lot of sympathy
from golf fans,” said Bob Williams, who heads Burns Sports
Service, a local marketing firm. “It's the wrong move from
a marketing perspective. It was short-sighted of him to make it
public.”
Woods' statements are a departure from his normal public stance.
He usually is guarded against being controversial.
Yet he lashed out at Finchem in the interview.
“The only time he talks to me is when he wants me to do something
for him,” Woods said. “To play in this tournament or
that tournament. It's not like he comes up to me and asks how
I'm doing.”
Finchem, though, did attempt to talk with Woods last Thursday
just before the first round of the Tour Championship at East Lake
Country Club in Atlanta. He greeted all 29 players, including
Woods.
Finchem approached Woods on the putting green and wished him luck.
Woods said a quick thanks and went on.
Woods said he has been angry with the PGA Tour since last year's
“Showdown at Sherwood,” a prime-time match-play round
with David Duval. The PGA Tour refused to allow Woods' father,
Earl, to ride the course in a cart.
This year, the tour increased the network rights fee for Woods'
prime-time match-play round with Sergio Garcia to $1.5 million,
up from $400,000 in 1999.
“When they saw how successful we were, they quadrupled the
rights fees,” Woods said.
Woods also was concerned about the Pricewaterhouse-Coopers' sponsored
“Fall Finish,” a $200,000 bonus he won for accumulating
the most points in the fall. Woods has a contract with American
Express, a competitor in the money management field.
“Something like that is an implied endorsement,” said
Woods' agent, Mark Steinberg. “It's stuff we won't stand
for.”
Financially, Woods obviously is the driving force for the PGA
Tour. Thanks to Woods' incredible debut in 1996 and 1997, the
tour negotiated a new television deal that has raised purses from
$96 million in 1998 to an expected $185 million next year. Woods
has been a main beneficiary, earning more than $9 million going
into this week's season-ending American Express Championships
in Spain.
The purses will soar again with the PGA Tour expected to begin
negotiating a new television deal with the networks next spring.
The tour could receive as much as $500 million for the new TV
package.
The staggering increase is because of Woods. Ratings go up more
than 100 percent for tournaments in which Woods is in contention.
Woods was asked if he should get a cut of the new television contract.
“In a perfect world, I would,” Woods said. “(Arnold
Palmer) would. All the great ones would. Arnold is the one who
got it started.”
In an interview last week, Finchem noted the PGA Tour comes into
the television negotiations in a good position. He hoped to put
together a deal that would put pro golfers on a more even salary
level with athletes from other sports.
“I like our potential,” Finchem said. “We're looking
to decrease the disparity, and get the purses up. We've got a
long way to go.”
Finchem and the PGA Tour have been careful about singling out
Woods over the rest of the players on tour. Considering his star,
Woods has an understated presence in PGA Tour promotional ads.
The NBA faced some of the same issues with Michael Jordan. Woods
is compared most with Jordan as stars who transcend their sport.
It figures to intensify after Woods' public statements.
“Michael Jordan honored a contract that became obsolete,”
Williams said. “He never complained publicly. Tiger has made
great strides, but this shows he isn't there yet. Tiger wouldn't
be where he is without the PGA Tour, and visa versa.” `The
only time (PGA Commissioner Tim Finchem) talks to me is when he
wants me to do something for him.'
(c) 2000, Chicago Tribune.
Visit the Chicago Tribune on the Internet at http://www.chicago.tribune.com/
Distributed by Knight Ridder/Tribune Information Services.
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