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By Frank Pingue
(Reuters) - The PGA Tour has
implemented a lucrative bonus structure this year that will
compensate the 10 players judged to drive the most fan and
sponsor engagement, regardless of their results on the course,
through a pool $40 million.
As first reported by Golfweek and confirmed by Reuters, the
Player Impact Program concept that was implemented in 2021 will
"recognize and reward players who positively move the needle".
The funds for those judged to have added the most value to the
PGA Tour's product will be distributed at the end of the year,
with the player deemed most valuable receiving $8 million.
According to Golfweek, a player's impact score will be
determined through five metrics: their popularity in Google
Search, Nielsen Brand Exposure rating, appeal, engagement on
social and digital channels, and the frequency he generates
coverage across media platforms.
Golfweek also said a document circulated to players by the PGA
Tour that included simulated scores using 2019 figures to
illustrate how the ranking will work, showed Tiger Woods, who
won that year's Masters, would have topped the list.
Rory McIlroy, the 2019 FedExCup champion, Brooks Koepka, Phil
Mickelson and Rickie Fowler would have rounded out the top five
on the list.
The PGA TOUR has in recent years established a process within
its communications department to assist all members in growing
their personal brand through social media and other avenues
which include non-traditional media opportunities.
(Reporting by Frank Pingue in Toronto, editing by Ed Osmond)
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