Usually, you have to buy something before you feel like you were ripped off.
The wonder in the marketing of Tiger vs. Phil and “The Match” is how it is making so many people feel as if they are getting ripped off before they’ve shelled out a single penny for the product.
Phil Mickelson gets credit for this miscue.
Apparently, the smartest guy in the room isn’t the smartest marketing guy.
He was a little bit like that telemarketer who teases you into thinking you’ve won a free weekend getaway, only to lead you into the discovery that there’s a shady catch, with fine print and a price tag.
There was something as slippery as snake oil in the original pitch.
In Mickelson’s eagerness to create some excitement, he hinted back during The Players in May about the possibility of a big-money, head-to-head match with Woods. A couple months later, he leaked more details, before it was ready to be fully announced.
So while there was an initial buzz over news of the Thanksgiving weekend matchup, the original pitch set up a real buzzkill when it was later announced that you were only going to get to see it live on pay-per-view.
The news landed with a thud but no price tag. We’re still waiting to see what it’s going to cost when these two meet at Shadow Creek in Las Vegas, but anything that feels even slightly inflated now is going to further dampen the original enthusiasm Mickelson created.
Without Woods or Mickelson putting up their own money, this $9 million winner-take-all event was always going to feel more like a money grab than real competition.
When we were expecting to see it on network or cable TV, we didn’t care so much. Tiger's and Phil’s hands would have felt as if they were reaching into corporate America’s pockets. Now, it feels as if they’re digging into ours.
Last week, there was more disappointing news, with the Las Vegas Review-Journal reporting that tickets won’t be sold to the public, that the match at Shadow Creek will only be open to select sponsors and VIPs.
Now there’s a larger insult to the common fan, who can’t help but feel he isn’t worthy or important enough to gain admittance.
Sorry, but that’s how news of a closed gate landed on the heels of the pay-per-view news.
“The Match” was never going to be meaningful golf in any historical sense.
This matchup was never going to rekindle the magic Tiger vs. Phil brought in their epic Duel at Doral in ’05.
The $9 million was never going to buy the legitimacy a major championship or PGA Tour Sunday clash could bring.
It was never going to be more than an exhibition, with no lingering historical significance, but that was OK as quasi silly-season fare on TV on Thanksgiving weekend (Nov. 23), the traditional weekend of the old Skins Game.
“The Match” still has a chance to be meaningful, but first and foremost as entertainment, not real competition. That’s what this was always going to be about, but now the bar is raised.
Pay per view does that.
“You get what you pay for” is an adage that doesn’t apply to free (or already-paid for) TV. It does to pay per view. Expectations go way up when you aren’t just channel surfing to a telecast. So the higher the price tag they end up putting on this showdown, the more entertaining this has to be.
If Phil brings his “A-Game” to his trash talking, and if Tiger can bring some clever repartee, this can still be fun. If the prerecorded segments wedged between shots are insightful, even meaningful in their ability to make us understand these players in ways we didn’t before, this will be worthwhile.
Ultimately, “The Match” is a success if it leaves folks who paid to see it feeling as if they weren’t as ripped off as the people who refused to pay for it. That’s the handicap a history of free golf on TV brings. Welcome to pay-per-view, Tiger and Phil.