Thanks to Endorsement Golf Science Gets Boost

By Adam BarrOctober 29, 2004, 4:00 pm
Return on investment pops up in the most unexpected places.
 
With all the jockeying for players among the top equipment companies, lots of money is essentially gambled on outcomes that are impossible to control. If a player is always there on Sunday, thats great ' but if he hits a bad patch (for example, as David Duval did), the endorsing company isnt getting exactly the return it wanted.
 
Thats not to say that Nikes endorsement of David is worthless ' far from it. David is generally acknowledged to be one of the nicest, smartest gentlemen in the game, someone you want associated with your brand. And it speaks well of Nike that it is sticking with a player who is re-finding himself, as it were. But would Nike like to see David with a big smile on his face, riding a magic carpet of a three-stroke lead up the eighteenth fairway about 6 p.m. Eastern time on a Sunday? Of course.
 
Still, uncertain as they are, endorsements occasionally create bottled lightning. How would you like it if your product, really a process with many supporters but some doubters, wound up in the bag of the worlds No. 1 player?
 
Thats essentially what happened to Advanced Shaft Dynamics. ASD is one of those companies that orients the shaft in relation to the clubhead, installing it so that the shafts most consistent properties become paramount. Some other companies use the terms spining or puring; ASD prefers locating.
 
Even shaft manufacturers admit that despite precision manufacturing that improves every year, no golf shaft is perfectly round throughout its length. Microscopic deviations persist, and they can affect the accuracy of shots, especially with irons, in this game of inches. ASD claims its process places the shaft in just the right place in relation to the clubhead. First comes analysis, from which scientific concepts such as centroids and the legendary moment of inertia are discovered, then the data is used to place the shafts proper axis in the proper place as the head is cemented on.
 
Its a process that takes some faith, because you really cant see it ' until the shots start landing. Thats what Vijay Singh found out.
 
As we reported in a recent story on Golf Central, Singh figured it couldnt hurt to try the ASD method, so he had his clubs located. And seven of his eight wins this year came after he had the process done.
 
But how did a well-known equipment skeptic come around to the relatively new process? (ASD is about three years old.)
 
I just saw more consistency in the shots, Singh said recently. When the club starts returning to the same spot every time, you dont have to do too much to figure out your mistakes, or why youre hitting it good.
 
Aha. The all-important clubhead squaring element. Everyone who knows anything about the golf swing recognizes a square clubhead at impact as an essential ingredient. For Singh, the ASD experiment has evidently worked.

In business, successful endorsements are an essential ingredient. Phil Talamonti, ASDs chief executive, was always glad to have Singh. The ascension to No. 1 in the World Golf Ranking this year is gravy.
 
Its certainly increased consumer awareness, Talamonti said as he watched Singh practice at the Funai Classic recently. In an industry thats crammed with all kinds of products, its not easy to get your technological story out there.
 
ASD offers shaft locating through authorized regional dealers, so the consumer outreach program is moving along. And thanks to an association with the worlds top player, another element of golf science is gaining credibility.
 
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Cut Line: Color Rory unafraid of the Ryder Cup

By Rex HoggardJanuary 19, 2018, 7:09 pm

In this week’s edition, Rory McIlroy gets things rolling with some early Ryder Cup banter, Dustin Johnson changes his tune on a possible golf ball roll-back, and the PGA Tour rolls ahead with integrity training.


Made Cut

Paris or bust. Rory McIlroy, who made his 2018 debut this week on the European Tour, can be one of the game’s most affable athletes. He can also be pointed, particularly when discussing the Ryder Cup.

Asked this week in Abu Dhabi about the U.S. team, which won the last Ryder Cup and appears to be rejuvenated by a collection of new players, McIlroy didn’t disappoint.

“If you look at Hazeltine and how they set the course up – big, wide fairways, no rough, pins in the middle of greens – it wasn’t set up for the way the Europeans like to play,” McIlroy said. “I think Paris will be a completely different kettle of fish, so different.”

McIlroy has come by his confidence honestly, having won three of the four Ryder Cups he’s played, so it’s understandable if he doesn't feel like an underdog heaidng to Paris.

“The Americans have obviously been buoyant about their chances, but it’s never as easy as that,” he said. “The Ryder Cup is always close. It always comes down to a few key moments, and it will be no different in Paris. I think we’ll have a great team and it definitely won’t be as easy as they think it’s going to be.”

September can’t get here quick enough.

Mr. Spieth goes to Ponte Vedra Beach. The Tour announced this year’s player advisory council, the 16-member group that works with the circuit’s policy board to govern.

There were no real surprises to the PAC, but news that Jordan Spieth had been selected to run for council chair is interesting. Spieth, who is running against Billy Hurley III and would ascend to the policy board next year if he wins the election, served on the PAC last year and would make a fine addition to the policy board, but it is somewhat out of character for a marquee player.

In recent years, top players like Spieth have largely avoided the distractions that come with the PAC and policy board. Of course, we’ve also learned in recent years that Spieth is not your typical superstar.


Made Cut-Did Not Finish (MDF)

On second thought. In December at the Hero World Challenge, Dustin Johnson was asked about a possible golf ball roll-back, which has become an increasingly popular notion in recent years.

“I don't mind seeing every other professional sport. They play with one ball. All the pros play with the same ball,” he said in the Bahamas. “I think there should be some kind of an advantage for guys who work on hitting it far and getting that speed that's needed, so having a ball, like the same ball that everyone plays, there's going to be, you're going to have more of an advantage.”

The world No. 1 appeared to dial back that take this week in Abu Dhabi, telling BBC Sport, “It's not like we are dominating golf courses. When was the last time you saw someone make the game too easy?”

Maybe it didn’t feel that way, but DJ’s eight-stroke romp two weeks ago at the Sentry Tournament of Champions certainly looked pretty easy.

Long odds. I had a chance to watch the Tour’s 15-minute integrity training video that players have been required view and came away with a mixture of confusion and concern.

The majority of the video, which includes a Q&A element, focuses on how to avoid match fixing. Although the circuit has made it clear there is no indication of current match fixing, it’s obviously something to keep an eye on.

The other element that’s worth pointing out is that although the Tour may be taking the new program seriously, some players are not.

“My agent watched [the training video] for me,” said one Tour pro last week at the Sony Open.


Missed Cut

Groundhog Day. To be fair, no one expected Patton Kizzire and James Hahn to need six playoff holes to decide last week’s Sony Open, but the episode does show why variety is the spice of life.

After finishing 72 holes tied at 17 under, Kizzire and Hahn played the 18th hole again and again and again and again. In total, the duo played the par-5 closing hole at Waialae Country Club five times (including in regulation play) on Sunday.

It’s worth noting that the playoff finally ended with Kizzire’s par at the sixth extra hole, which was the par-3 17th. Waialae’s 18th is a fine golf hole, but in this case familiarity really did breed contempt.

Tweet of the week:

It was a common theme last Saturday on Oahu after an island-wide text alert was issued warning of an inbound ballistic missile and advising citizens to “seek immediate shelter.”

The alert turned out to be a mistake, someone pushed the wrong button during a shift change, but for many, like Peterson, it was a serious lesson in perspective.

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Watch: McIlroy gives Fleetwood a birthday cake

By Golf Channel DigitalJanuary 19, 2018, 2:58 pm

Tommy Fleetwood turned 27 on Friday. He celebrated with some good golf – a 4-under 68 in Abu Dhabi, leaving him only two shots back in his title defense – and a birthday cake, courtesy of Rory Mcllroy.

While giving a post-round interview, Fleetwood was surprised to see McIlroy approaching with a cake in hand.

“I actually baked this before we teed off,” McIlroy joked.

Fleetwood blew out the three candles – “three wishes!” – and offered McIlroy a slice.  

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DJ shoots 64 to surge up leaderboard in Abu Dhabi

By Ryan LavnerJanuary 19, 2018, 1:48 pm

Dustin Johnson stood out among a star-studded three-ball that combined to shoot 18 under par with just one bogey Friday at the Abu Dhabi HSBC Championship.

Shaking off a sloppy first round at Abu Dhabi Golf Club, Johnson matched the low round of the day with a 64 that put him within four shots of Thomas Pieters’ lead.

“I did everything really well,” Johnson said. “It was a pretty easy 64.”

Johnson made four bogeys during an even-par 72 on Thursday and needed a solid round Friday to make the cut. Before long, he was closer to the lead than the cut line, making birdie on three of the last four holes and setting the pace in a group that also included good rounds from Rory McIlroy (66) and Tommy Fleetwood (68).

“Everyone was hitting good shots,” McIlroy said. “That’s all we were seeing, and it’s nice when you play in a group like that. You feed off one another.” 


Full-field scores from the Abu Dhabi HSBC Championship


Coming off a blowout victory at Kapalua, Johnson is searching for his first regular European Tour title. He tied for second at this event a year ago.

Johnson’s second-round 64 equaled the low round of the day (Jorge Campillo and Branden Grace). 

“It was just really solid all day long,” Johnson said. “Hit a lot of great shots, had a lot of looks at birdies, which is what I need to do over the next two days if I want to have a chance to win on Sunday.” 

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Closing eagle moves Rory within 3 in Abu Dhabi

By Ryan LavnerJanuary 19, 2018, 12:57 pm

What rust? Rory McIlroy appears to be in midseason form.

Playing competitively for the first time since Oct. 8, McIlroy completed 36 holes without a bogey Friday, closing with an eagle to shoot 6-under 66 to sit just three shots back at the Abu Dhabi HSBC Championship.

“I’m right in the mix after two days and I’m really happy in that position,” he told reporters afterward.

McIlroy took a 3 ½-month break to heal his body, clear his mind and work on his game after his first winless year since 2008, his first full season as a pro.

He's back on track at a familiar playground, Abu Dhabi Golf Club, where he’s racked up eight top-11s (including six top-3s) in his past nine starts there.


Full-field scores from the Abu Dhabi HSBC Championship


McIlroy opened with a 69 Thursday, then gave himself even more chances on Day 2, cruising along at 4 under for the day when he reached the par-5 closing hole. After launching a 249-yard long iron to 25 feet, he poured in the eagle putt to pull within three shots of Thomas Pieters (65). 

Despite the layoff, McIlroy edged world No. 1 Dustin Johnson, coming off a blowout victory at Kapalua, by a shot over the first two rounds. 

“DJ is definitely the No. 1 player in the world right now, and one of, if not the best, driver of the golf ball," McIlroy said. "To be up there with him over these first two days, it proves to me that I’m doing the right things and gives me a lot of confidence going forward.”