PGA TOUR TV NEGOTIATION TRANSLATOR

August 14, 2005

Though he never went to business school, commissioner Tim Finchem often uses the jargon of the PGA Tour's corporate partners to let them know that he is on their wavelength. These translations will help you track the Tour's pending television contract negotiations. --Geoff Shackelford

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TERM TRANSLATION
Product Tour player (example: Tiger Woods or Tiger Woods)
Brand Tattoo-free guys who don't use steroids
Platform Tour schedule, although used for other things too because it's cool to say platform
Synergy; synergize See second part of platform translation
Recontextualizing the platform Moving the Players Championship to May
Incentivizing synergy platforms Looking the other way on backdoor appearance fees
Branding the platform Those cheesy Drive to a Billion spots
Platforming the brand Using the PGA Tour logo to save the Champions tour
Repurposing proactive initiatives Playing the Tour Championship in September after a NASCAR-like points race
Platform fluidity We'll shift events that Tiger never plays in to the fall and stick them on the Golf Channel
Harnessing the product Telling players that purses won't go up in 2007
Upside Tiger will be only 31 when the next contract begins
Traction with the network Dick Ebersol returned our call
No pushback from the network Dick Ebersol has not returned our call
Equity We'll split TV production costs the way the NHL does (Use only when there's no pushback)
Cultivate C-level contacts Maybe the network CEO, CFO or COO will recall how much fun he had at the AT&T
Leverage We won't insist that USA Network air PGA Tour Sunday
Reality on the ground We'll do pretty much anything the networks want

 

COLOR PHOTOJOHN BIEVER (WOODS) COLOR PHOTOPGA TOUR (LOGO) COLOR PHOTOGEORGE TIEDEMANN/GT IMAGES (NASCAR) COLOR PHOTOJEMAL COUNTESS/WIREIMAGE.COM (EBERSOL) COLOR PHOTODAMIAN STROHMEYER (JIRI SLEGR)

HOLE YARDS PAR R1 R2 R3 R4
OUT
HOLE YARDS PAR R1 R2 R3 R4
IN
Eagle (-2)
Birdie (-1)
Bogey (+1)
Double Bogey (+2)