A year full of emotions: Highlights, victories and moving stories that will make the 2023 golf year unforgettable. (Photos: Getty)
The year 2023 in golf was characterized by personal stories that went beyond the competition. From the joy of the birth of Brooks Koepka’s first son to the moving success of Camilo Villegas after the tragic loss of his daughter, golf revealed its human and compassionate side this year. Let’s dive into the most emotional moments that shaped the golf year 2023.
Cheers on one side, tears on the other – The Ryder Cup 2023 in Rome
The 2023 Ryder Cup at the Marco Simone Golf and Country Club just outside Rome was not only the athletic but also the emotional highlight of the year. Hundreds of thousands of fans created a breathtaking atmosphere and cheered the European team on to a magnificent victory. Shane Lowry was infected by the atmosphere and celebrated a chip-in from Viktor Hovland on the first hole of the tournament as emotionally as the victory itself.
The incomparable atmosphere was also palpable with a putt from Justin Rose. The Englishman held his nerve during his fourball match on the first day and converted an important putt on the 18th green to level the match. This goosebump moment is one of the situations for which Rose received the Nicklaus Jacklin for his sportsmanship.
The Europeans had to wait a long time for the decisive point, despite their superiority. In the end, it was Tommy Fleetwood who put up 2 on hole 16 in his match and was thus unable to lose to Rickie Fowler. He secured the decisive half point for his team. It was the USA’s seventh defeat in a row on European soil. The often favored team has not won an away game since 1993. In the end, there was no stopping the fans and players and a night of partying began that would not end until the early hours of the morning.
As good as the victory was for the Europeans, the Ryder Cup experience was a bitter one for the Americans. With the Europeans holding a huge lead on the first day, the pressure was on the American players. When the Scandinavians Viktor Hovland and Ludvig Aberg then demolished the US stars Scottie Scheffler and Brooks Koepka in the third session on Saturday morning, the dams burst. In the highest Foursome victory in the history of the traditional continental tournament, the duel was decided after just eleven holes with a nine-stroke lead. The severe humiliation was particularly hard on superstar Scheffler, who could no longer hold back his tears afterwards and had to be comforted by his wife Meredith.
Even after the Ryder Cup, there were both happy and tragic events. Firstly, Patrick Cantlay took advantage of the trip to the eternal city and married his partner Nikki Guidish after the tournament. Just one day later, a major fire broke out on the grounds of the Marco Simone Golf and Country Club, burning down the entire hospitality tent.
?JUST IN: Marco Simone’s hospitality structure from the Ryder Cup has gone up in flames. Hoping for no injuries ?? pic.twitter.com/JXiyR3Cr3l
But let’s get back to more pleasant topics. For example, the birth of little Crew Koepka, the first baby of five-time major winner Brooks Koepka and his wife Jena Sims. The couple welcomed their son on July 27, six weeks before the actual due date. However, both mother and son were well up, so that Brooks Koepka was back on the golf course just one week after the birth.
Many different players have managed to win a tournament this year. Some won a professional event for the first time ever, others added more trophies to their collection. However, two victories are particularly memorable as they touched us deeply. At the beginning of November, Erik van Rooyen won only the second tournament in his ten-year professional career and dedicated the victory to his friend Jon Trasamar, who is suffering from cancer. “You imagine being full of euphoria and just ecstatic, but I was just numb,” the AP agency quoted van Rooyen as saying. The South African then decided not to take part in the remaining Fall Series tournaments and spent the time with his sick friend.
Just one week after van Rooyen’s victory, the Colombian Camilo Villegas celebrated a similarly emotional triumph. Villegas lost his daughter Mia in 2020 at the age of just 22 months. Little Mia suffered from a severe brain and spinal tumor. Villegas returned to the tour a month later. “Mia is not here with us physically, but she will remain in our hearts forever,” said the Colombian in an emotional interview that day.
Mia loved rainbows. ?
Players and caddies are wearing ribbons @WGCFedEx in memory of Camilo Villegas’ daughter, Mia, who passed away on Sunday after battling cancer. pic.twitter.com/jaQRr1JWKs
— PGA TOUR (@PGATOUR) July 30, 2020
More than three years later, Villegas won again on the PGA Tour for the first time since the death of his daughter. It was the Colombian’s fifth title on the tour. However, his last victory was nine years ago. “It’s hard to put into words right now,” he said during the interview shortly after the last putt. “What a rollercoaster ride! I love this game. This game has given me so many good things and in between it kicks your butt.” Villegas had repeatedly lost his Tour card in recent years and also only got eleven starts on the PGA Tour this season. “I’ve got my little girl up there watching,” he remembered Mia. Villegas and his wife have been parents for the second time since December 2022.
This year once again had some explosive moments, because while there were open disputes among some, things became unexpectedly controversial around Tiger Woods. Patrick Cantlay was at the center of a heated situation more than once in 2023 and climate activists also made their presence felt on golf courses around the world on several occasions. A Canadian player made the acquaintance of security and Patrick Reed feels unfairly treated.
Outrages at the 2023 Ryder Cup: Patrick Cantlay’s hat-gate and McIlroy vs. LaCava
As if the Ryder Cup didn’t have enough to offer this year, Patrick Cantlay’s non-existent headgear was to take center stage in Rome. Triggered by a tweet, rumors quickly spread over the course of Saturday that the non-existent cap was a protest by Cantlay to demand money for the American players at the Ryder Cup. The 31-year-old said that the cap simply didn’t fit him, but the European fans in Rome had already found their battle cries:
The resulting heated situation erupted towards the end of the fourball between Matt Fitzpatrick/Rory McIlroy and Patrick Cantlay/Wyndham Clark. Joe LaCava, Cantlay’s caddie and former companion of Tiger Woods, caused a stir. Inspired by the European spectators, he and the rest of the US team took off their hats after Cantlay’s birdie putt and began to twirl them above their heads. Rory McIlroy , who was on the verge of a crucial putt on 18 with which he could theoretically have equalized the match. McIlroy made his opinion clear to LaCava and there were also arguments with other members of the European team.
‘Hatgate’ – the unabridged version.
The caddie was completely out of order here in my view and was deliberately trying to put Rory off.
LaCava’s ‘excuse’ to Shane was, “I just wanted to celebrate” –
But it had an aftermath, because as the players, caddies and consorts were getting ready in the parking lot of the Marco Simone Golf Club for transportation to the hotel, the conflict was about to boil over again. A visibly heated Rory McIlroy wanted to let the American team know once again what he thought of LaCava’s action and snapped at Jim Mackay, Justin Thomas’ caddie, who was just leaving the clubhouse. Shane Lowry intervened and maneuvered McIlroy into the waiting car. According to McIlroy himself, he then had to cool down in an ice bath at the hotel.
Slow play heats things up
It was not only at the Ryder Cup that Patrick Cantlay was to become the focus of outrages. Cantlay did not only make positive headlines at the US Masters in April. The eight-time winner on the PGA Tour drew the ire of the other players on the final day due to his slow play. This went so far that his flight partner Viktor Hovland played his chip from next to the green on one hole before Cantlay was even close to the green. Brooks Koepka in particular, who was competing for victory with Jon Rahm in the flight behind, had few good words for his compatriot. “The group in front of us was brutally slow,” he said after losing the final round. “Jon went to the loo seven times during the round and we were still waiting.”
— TweeterAlliss (Parody) (by Jove) (@TweeterAlliss) April 9, 2023
Cantlay was not the only cause of delays. Carlota Ciganda, who won the Solheim Cup with the European team this year, was also slow at the women’s major in France – too slow according to the referees. The Spaniard was given two penalty strokes for her slow play and was in danger of missing the cut. But Ciganda refused to accept the penalty and did not bow to the officials’ judgment. She refused to note the extra strokes and signed the scorecard anyway. She was later disqualified from the major for signing an incorrect scorecard.
Climate activism: golf courses become a target for the last generation and co
Controversial actions by climate activists, who protested several times in a prominent and media-effective manner, also accompanied the world of golf throughout the year. On European golf courses, the protests mainly took the form of damage to property. In Switzerland, the group “Grondements des Terres” (rumblings of the earth) caused a stir with vandalism and the placing of potatoes on torn up turf. On the links course at GC Budersand on the island of Sylt, the “Last Generation” also worked on the green and placed a sign saying “nature reserve” to draw attention to the renaturation of the area, which they consider necessary. DGV President Kobold criticized the action and referred to the ecosystem services provided by golf courses. And a major also became the target of activists. On day 2 of the British Open 2023, people from the “Just Stop Oil” organization blocked the 17th green of the Royal Liverpool Golf Club, but were removed from the green without causing a major stir.
Tiger Woods’ tampon prank backfires
What was Tiger Woods thinking? At the Genesis Invitational in February, some people asked themselves exactly this question. It was Woods’ first regular tournament in a long time and the veteran had come up with a special “fun” idea. Together with Justin Thomas and Rory McIlroy, he set off on the round and things got explosive on the hole afterwards. Because when Thomas played his drive shorter than Tiger, Woods pressed a tampon into his friend’s hand as he left the tee box and they both burst out laughing. However, the incident did not go down well with everyone, especially on social media. The tampon as a sign that JT hits like a woman was seen by some as a derogatory statement about women and their golfing achievements. Tiger himself came out afterwards and apologized.
Tiger Woods had a gift for Justin Thomas after driving it past him on number nine.
One of the most unexpected clips of this year took place at the Canadian Open. For the first time since 1954, a Canadian, Nick Taylor, won the tournament on the PGA Tour. Compatriot and fellow golfer Adam Hadwin wanted to celebrate the victory on home soil together with the newly crowned winner, but a security employee interpreted the approaching golfer as a potential danger and pulled him to the ground.
Adam Hadwin getting tackled by security (they thought he was a fan).
— Lou Stagner (Golf Stat Pro) (@LouStagner) June 12, 2023
Fortunately, what looked like a lot of excitement ended without injury to Hadwin. He took the tackle with humor in Canadian style and re-enacted the scene with his wife on Halloween.
“They just tackled Adam Hadwin, by the way, who is trying to approach his friend” Jim Nantz, June 11th, 2023
Also in Canada, a player caused a scandal when he tried to stay in the tournament by manipulating his scorecard. At a PGA Tour Canada tournament, Justin Doeden asked for his scorecard after his round, allegedly to check something. When hole 18, a par 5, finally showed a par for Doeden on the leaderboard, his flight partners expressed their doubts to the officials about the accuracy of this score. It was revealed that Doeden had erased the 7 on the scorecard and written in a 5 in order to make the cut. His action would have had far-reaching consequences for many other players, as his alleged score would have shifted the cut line from -2 to -3, costing 13 additional players the cut. Doeden admitted his offense afterwards and called it “the biggest mistake of his life.”
Tee-Gate: Cold reunion of Rory McIlroy and Patrick Reed
Rory McIlroy was not only involved in an explosive situation at the Ryder Cup at the end of the golf year, he was also involved in a dispute at the beginning of the year, but this time it was directed at him. At the Hero Dubai Desert Classic at the beginning of the year, there was a reunion between Rory McIlroy and Patrick Reed, who had switched to LIV. But when the US American tried to greet the Northern Irishman on the driving range, Rory gave him the cold shoulder. An annoyed Reed then threw a tee in the direction of the four-time major winner. As unspectacular as this action looked in the video, the outrage that followed was all the greater.
The background was a legal dispute between the two professionals. Reed’s lawyer had sent McIlroy a subpoena at Christmas and had a negative impact on the holidays at McIlroy’s home. As a result, “Rors” said of the incident: “If I was in his shoes, I wouldn’t expect a hello or a handshake. I was down by my bag and he came up to me and I was busy with my work and my training and I didn’t really feel the need to say hello to him.”
“If the roles were reversed and I’d thrown the tea at him, I’d expect a lawsuit,” Rory added.
The bunkers of the Royal Liverpool created nightmares this year. A look back at the fails of the 2023. (Source: Getty)
Not everything went smoothly in golf year 2023. Julien Brun battled his way through an unforgettable round of horror, while the wicked bunkers at Royal Liverpool presented even experienced players with unforeseen challenges.
Two big disasters at the Players Championship
There were two major mishaps at the Players Championship in March. Firstly, Aaron Wise experienced a real debacle on hole 18 at the TPC Sawgrass and only narrowly escaped the highest score on the last hole at the Players Championship. The 26-year-old started on hole 18 with two over par – a sextuple bogey almost resulted in the worst score on this hole. His tee shots landed in the water three times in a row. Wise finished the last hole with ten strokes and slipped to penultimate place on the leaderboard (T141).
On Sunday in the final, there was another disaster that cost Taylor Montgomery 1.4 million dollars. At the Players Championship, the 28-year-old was on the verge of collecting the biggest cheque of his career to date. At ten under par, he was in the top five with four holes to go and with four pars he would have finished third and, like Tom Hoge and Viktor Hovland, would have collected 1.475 million US dollars in prize money. But no Players Championship without drama on the 17th! One of the most iconic and famous holes in the world of golf cost Montgomery four strokes after he had already had to accept a bogey and a double bogey. First, he sank his tee shot into the water on the short par-3, which is particularly nerve-wracking but always unpredictable due to the unpredictable wind. Then, after the drop, his second attempt was also too long and also ended up in the water.
Bunker Fails 2023
Bunkers are among the most unpleasant obstacles on golf courses. Amateur players in particular have their difficulties with the sand holes in the middle of their favourite golf courses. One amateur was particularly unlucky this year when, after a few air shots, he only made it off the edge of the bunker on the ninth shot.
This year, however, even the pros had their problems. At the British Open at the Royal Liverpool Golf Club, the dreaded pot bunkers spoilt many a player’s top placing. On the very first day, the bunkers threw a spanner in the works for Lucas Herbert. Herbert misjudged his tee shot with the gap wedge slightly to the left and landed in one of the brutal pot bunkers. This was followed by an uncomfortable shot with a leg outside the bunker. This fell short and rolled back into the bunker. This was followed by shot number 4 and then two putts for a triple bogey.
What can happen on the 17th hole.
Lucas Herbert held a share of the lead on the tee.
Golf is a complicated game. Even the pros sometimes lose track of the many rules. This was the case for Julien Brun, who incurred two penalty strokes at the DS Automobiles Italian Open. The Frenchman had apparently forgotten a rule change that prohibited players from picking up and cleaning their own ball on the fairway at the weekend – this was still permitted in the first two rounds. This rule had obviously completely passed Brun by, or he had simply forgotten it. Because on the very first hole of his third round, he picked up his ball to clean it and promptly conceded a penalty stroke. The result: a bogey. Anyone thinking that the man had learnt from his mistake was wrong. Because he made the exact same mistake again on the sixth hole. Again it was penalty stroke and bogey. Brun took it with humour.
It was even more bitter for Curtis Luck on the Korn Ferry Tour. Within the extensive rules of golf, there are numerous reasons to be disqualified during the round. Only very few manage to be disqualified before the round. Curtis Luck made this annoying faux pas this year. He arrived too late for his tee-off and his eligibility to start was ruined. According to the rules, anyone who arrives late will be disqualified.
The Three Lions and their captain Harry Kana are heading to the Weimarer Land Spa & GolfResort in May to prepare for the European Championship 2024. (Photo: Getty/Instagram(@golfweimarerland))
Gareth Southgate, boss of the Three Lions, confirmed that the team around Harry Kayne will have their training base at the state of Thuringia during the 2024 European Championships next summer. At the Spa and GolfResort Weimarer Land in Blankenhain, the team want to forget the result of the last Euro and make it better this time. The spacious hotel complex around 30 kilometres from Erfurt, Thuringia’s state capital, will lay the foundations for success at the European Championships. It’s not just Southgates’ team that will be guests in Thuringia next year.
The Three Lions and Bayern player Harry Kane are staying at the golfresort during the tournament (14.06 – 14.07). For Kane, a keen golfer on the team, this should be good place to calm down between the games. The top-ranked english team is regarded as one of the top favourites for the tournament. They lost to Italy on penalties in the home final of the 2021 European Football Championship at Wembley Stadium. Now they want to do better. At the gates of the historic city of Weimar, the extensive course offers two 18-hole courses. One of the two is the hilly Goethe Course, which is dedicated to Johann Wolfgang Goethe, the famous poet and face of the city of Weimar. The hotel opened in May 2013 and offers 94 rooms and suites.
EM 2024: German Team of Julian Nagelsmann is also a guest
The Three Lions and their captain Harry Kane, are part of Group C including Slovenia, Denmark and Serbia. The host of the Euro 2024 will also be a guest in Thuringia. But the German national team and their coach Julian Nagelsmann will only stay for a few days at the end of May to prepare for the tournament at home. The opening match of the European Championship will take place on June 14th in Munich between Germany and Scotland. Ten stadiums in total, such as the Olympic Stadium in Berlin, will be part of the Euro 2024 in Germany.
Rory McIlroy secures victory in the PGA Tour’s Player Impact Program 2023 and receives a bonus of 15 million US dollars. He takes over from Tiger Woods, who has won the title in recent years. Woods is in second place this year and will receive prize money of 12 million US dollars.
Player Impact Program: Rory McIlroy walks away with 15 million US dollars
The Player Impact Program was introduced in 2020/21 to reward players who generate the most positive interest for the PGA Tour through their media presence. Various criteria are measured: Internet searches, number of news articles, visibility of sponsor logos on TV, general awareness and social media impact. McIlroy came out on top of the top 20 based on these criteria this year, with a total prize money of 100 million US dollars distributed among them. “The scoring model for the program is intended to be as objective as possible with the goal of quantifying the impact each player has on the PGA Tour,” Jason Gore, the Tour’s executive vice president and chief player officer, wrote in a memo.
Rory McIlroy recently attracted attention in the golf world with his withdrawal from the PGA Tour Politics Committee and the postponement of the start of the TGL League, which he founded with Tiger Woods, by one year. His commitment to the PGA Tour and his success on the course continue to make him the face of the Tour, especially when competing against the up-and-coming LIV Tour. In addition to McIlroy’s sporting achievements, his victory in the Player Impact Program now also recognizes his positive impact on awareness and interest in golf.
The top 20 of the Player Impact Program is as follows:
Annika Sörenstram becomes a member of Augusta National the venue of the US Masters. (Source: Getty)
Augusta National Golf Club was founded in 1932 as a men-only club and has hosted the prestigious US Masters tournament since 1934. Augusta National is considered one of the most elite clubs in the world with only about 300 members. Among them are personalities from the world’s wealthiest and most powerful businessmen. Women have only been admitted as members since 2012.
Annika Sorenstam becomes first female professional player to join US Masters venue
Multiple sources reported this week that Annika Sorenstam, a 72-time winner on the LPGA Tour, has been accepted as a member at Augusta National Golf Club. However, a spokesman for Augusta National Golf Club declined to comment, and Mike McGee, Sorenstam’s husband and manager, also declined to comment. Membership in Augusta National Golf Club has traditionally been considered a private matter, and the club has always sought to keep its membership list private.
Twenty years ago, women’s activist Martha Burk of the National Council of Women’s Organizations protested the lack of women members at Augusta National. Nearly a decade passed before Augusta National’s then-chairman Billy Payne added former U.S. Secretary of State Condoleezza Rice and South Carolina financier Darla Moore to the club in 2012. Other confirmed female members at Augusta National Golf Club in Georgia include Heidi Ueberroth, co-chairwoman of Pebble Beach Co; former USGA President Diana Murphy; former IBM CEO Ginni Rometty; and Ana Botin, executive chairwoman of Santander Group. Golf legend Annika Sorenstam is now the first professional player to be inducted as a member of the country’s most prestigious golf club. Sorenstam has been a trailblazer for women’s golf. She has collected a total of 10 Major titles during her unique career. In 2008, she became the first woman to compete in a PGA Tour event since 1945 when she competed in the tournament then known as the Bank of America Colonial. When Augusta National Golf Club introduced the Augusta Women’s National Amateur in 2019, Sorenstam was one of the first starters.
“I wish we had done it sooner”
A decade after the first female members were admitted, Fred Ridley, the current club chairman, reflected on that decision during his pre-tournament press conference at the Masters. “I don’t know about you, but when anything happens or any idea that you had turns out well and you’re pleased about it, initiative, whatever, you might always say, well, why didn’t we do that sooner? And that’s a fair, that’s a fair thought. And so I wish – I wish we had have,” he said.
He added: “Women members are a very important part of our membership, and you will continue to see over the years, if you look, more green jackets that are women. I’m going to make sure of that.
“We have a number of women members who we are delighted are part of our organization. I think you know, certainly, who some of them are. They have been great contributors to our organization, both I would say substantively and things they are doing to help us, both with the Masters and otherwise.”
Rory McIlroy and Matt Fitzpatrick continue to hold their own in the top 10. There was no movement in the top 10 of the world ranking this week. In the latest World Golf Ranking, Rory McIlroy (NIR) seized the impressive second place, reinforcing his status as the highest-ranking British player. Right behind him, Matt Fitzpatrick (ENG) is holding steady in the seventh position. Also Tyrrell Hatton keeps his rank: He is still on rank 12.
Tommy Fleetwood loses a place due to Collin Morikawa’s rise and is now 15th. Meanwhile, Justin Rose, another British Ryder Cup player, makes up two places and climbs to 37th.
Top Three of the World Golf Ranking
At the top, the players in the top 3 continue to consolidate their positions. Scottie Scheffler remains the undisputed number 1, Rory McIlroy stays on their heels and Jon Rahm rounds off the trio.
A look at the other ranks shows: Norwegian Viktor Hovland is still in fourth place, followed by Americans Patrick Cantlay and Xander Schauffele in fifth and sixth. After Englishman Fitzpatrick in 7th place, the three Americans Max Homa, Brian Harman and Wyndham Clark occupy the last three places in the top 10.
Graeme Russell, Chief Brand Officer of Genesis, talks to Matthias Gräf, CEO of Golf Post. (Credit: Golf Post)
Genesis has been involved in golf in Asia and America for some time. In Europe, the carmaker has just sponsored the Scottish Open for the second time. Graeme Russell, Chief Brand Officer of Genesis, talks to Golf Post about different markets, long-term commitments and Korean hospitality.
Interview with Graeme Russell, Chief Brand Officer of Genesis
Golf Post: Hi Graeme, so we’re here sitting after the closure of the second Genesis Scottish Open. We want to talk more about Genesis the brand in general and not kind of golf as the tournament so much. So it’s kind of the second year in Europe and also in the same timeframe since you introduced your brand here in the market. What can you tell me about the connection between Genesis and golf? Why is it so important for you?
Graeme Russell: Yes, absolutely. Well, thank you. It’s a pleasure to have you here. It’s a sunny day in Scotland and the wind is blowing and we’ve just witnessed a great winner in Rory McIlroy at the Genesis Scottish Open. This is the culmination of many years of Genesis, involvement, investment and support for golf. The Genesis brand was launched in November 2015. Shortly after that, in 2016, we became a partner of the Korean PGA and their point system and really starting to support Korean golf. And then we went beyond that and started to become a significant partner and supporter of global golf. And that was with the Genesis Open at the time, and latterly, has become the Genesis Invitational. And then of course, with the Genesis Championship in Korea. So that was really our start in golf. And then two years ago, we became the title sponsor of the Genesis Scottish Open, now co-sanctioned, and that really completes a portfolio of three iconic, prestigious tournaments. For us. The rationale for Genesis in golf, I think we believe that as a premium luxury brand is introducing ourselves onto the global stage. Golf was a great platform for us. It aligns with our values to be audacious to be progressive, and that distinctly Korean element very much is, of course, Korea, Women’s golfing in Korea particularly and then naturally men’s golf. There’s a huge passion for the sport. So I think Golf was very much a natural fit for Genesis. And we’ve gone on since to enhance our portfolios, I’m sure we’ll talk about in a minute. We talked about R&D for audacious commitment, because I think there’s very few sponsors, there’s probably a handful, they’d be FedEx, maybe Rolex, to have this kind of prestigious portfolio and significant investment and commitment to the school. So we’re very proud. And today, especially when we’re talking about an hour and a bit after the conclusion of the Genesis Scottish Open with a fantastic winner, one of the best golfers of this generation, winning our tournaments.
Golf Post: So we are in Scotland, in Europe, and still Genesis as a brand in Europe is still quite new into the market, two years into the market by now. How would you describe the genesis brand for an European audience? What is the USP that you bring into the market?
Graeme Russell: I think very simply, we have a very strong design component, we have a world class design team, Luc Donckerwolke, SangYup Lee, arguably two of the best designers in the global automotive industry, the technology that we’re able to incorporate into our vehicles into our Genesis models, and into our Genesis customer experience is right up there. It has been world class. And then I think the differentiator is our hospitality. This Korean philosophy of “Son-Nim”, how we look after people, whether it’s for the golf tournament, looking after the players and the caddies, holding them close, of course, or whether it’s looking after our customers, particularly warranty programs, who come to you to test drive programs, etc.That’s that feeling of “Son-Nim”. And treating customers as our guests is very important.
Design, of course, has led the Genesis brands since its launch. Technology is a very important part. And hospitality, the way we look after all people who are friends of the Genesis brand, is that combination that makes us, I believe, unique from the other brands, of course, in the premium luxury space.
Golf Post: What I noticed here is that there weren’t many big signs and claims of Genesis out there on the golf course. Is there any sort of claim that Genesis is going to put out there?
Graeme Russell: I think, we talk about our audacious commitment to golf, but I think we’re in that distinctly Korean philosophy, which I’ve had the pleasure of really learning since I moved to Korea 18 months ago. I’m a Scott. I’ve spent my family life in Edinburgh. This is my home tournament, but I live in Korea and work there with the team. And I’ve really learned that there’s a very thoughtful and mindful humbleness about Korea and Korean brands. And so for example, we didn’t want to put cars all over a beautiful golf course. We are very happy to let the golf course show its true design and natural beauty. We want the plenty of players and the spectators and the fans and everyone, really just to appreciate the golf course. And then we of course, can communicate with them in those sort of off course facilities. So I think you know, each brand takes its own approach, how they feel it’s right, we have a distinct thing for me and a philosophy and mindset that we apply to all of our tournaments. It starts with looking after the players from when they arrive in Scotland to the transportation experience, the accommodation experience, the partners that the Renaissance Club, we look after them with great gym facilities, the player and caddies cafe on the land, which is a kind of unique feature and global goal. The fact that we look after the caddies if the player scores a hole in one, both the player and the caddy on 17. So I think it’s a unique mindset. It’s a unique philosophy, and it’s one that we’re very proud of. We have a lot of support within Genesis for this approach. It is a long term vision, this long term commitment. So, we’re very proud of how we approach the game of golf globally.
Golf Post: So from a brand perspective, how difficult is it to set up the brand properly at a golf tournament or the golf venue? So what goes through your mind when you think about setting it up?
Graeme Russell: I think we follow a very considered approach. We work with the DP World Tour and the PGA Tour. This is the only co-sanctioned event. So it’s very much an elevated event, there was a small number of global partners involved in the game, you know, FedEx, and Rolex, and then Genesis being the title sponsor. So we’re very considered about how we present our brand. For example, we want the look and feel the tonality to be right. Sometimes we will make our logos smaller, for example. So the aesthetic of the logos, we’re not overly present, it’s about fitting in with the environment. I mentioned that we haven’t put car placements all over the golf course, we kept them closer towards the clubhouse, because we wanted the natural beauty of the Renaissance, this modern links golf course, in a spectacular Golf Country, in East Lothian. Behind all of this we have two sets of objectives. Our first objective is to look after the players and the caddies, their families and the team around them. And we believe if the player and the caddy are well looked after that will enhance their performance, their ability to play well in the tournament. If they’re playing well, if they’re enjoying themselves, if they’re comfortable, they’re going to play better golf, and the fans will have a better experience, they’re going to see the world’s best golfers playing their best golf. And we saw that throughout the whole week. And then after that, definitely the fans are enjoying it here, the fans in person, but the spectators who are participating through TV and through media coverage.
And then of course, we have our hospitality facility where we’re sitting today. And we’re able to host a wonderful dining and hospitality. So it really is that sort of ecosystem or that complete experience that we’re looking to do. And so it’s the overall Genesis experience, not just the conventional marketing. Of course, our secondary objectives are those marketing KPIs, of course, it’s a significant investment to be a title sponsor on either the DP World Tour, or the PGA Tour or in the Co-sanctioned event. We have the Genesis Invitational on the PGA Tour, now designated event and one of the top events, we’ve got one of the leading events within the Rolex series on the DP World Tour. And of course, we’ve got the Genesis Championship in Korea, so it’s a significant investment. So there must be a very careful attention and due diligence on how these events perform for the brand. They raise awareness, whether it’s a new market like Europe, or whether it’s about reinforcing the appreciation for the brand and markets.
Golf Post: You already mentioned the Genesis Invitational. It’s also already known that you have an affiliation with Tiger Woods as the host. Are there any plans to have more players affiliated to the brand and have some of the best golf players as brand ambassadors?
Graeme Russell: Firstly, we’re very proud. The friendship, the partnership with Tiger Woods and the TGR foundation is very, very important to Genesis and we look forward to continuing that partnership. The Invitational has grown from the Genesis Open to the Genesis Invitational and I think we’ll continue to have an elevated status. In terms of beyond that, I think it’s a really interesting question, because we have a very long list of the most prestigious portfolios in global golf. As we mentioned, the Invitation on the PGA Tour, a co-sanctioned event here with PGA Tour and DP World Tour, a tournament in Korea, the Genesis championship and also the Korea Championship presented by Genesis, and then also a partnership with the APGA, partnership with the Presidents Cup of which we are the official automotive partner, and a series of other sort of secondary sponsorship. So our portfolio is pretty significant. We do always consider whether partnerships with individual golfers and athletes would be something we’re considering, but there’s nothing significant that I could share with you now, because I think we’re very much tournament focused. And when you’re tournament focused, you get to host the best players in the world. And again, the leaderboard that we saw today was one of the best. We had eight of the world’s top 10 golfers here with us this year. Last year, I think it was 14 or 15. At the Invitational last year it was 10 out of 10 of the world’s top golfers, and again, similar to that this year. So our events are attracting the best golfers. And then of course, you would have a really challenging decision, which golfer would you work with and everything else. So yeah, watch this space.
Golf Post: You mentioned your big investment into different globally important golf tournaments. There’s obviously a couple of tournaments left, the really big ones like the majors and the Ryder Cup. Is it something you might look into in the future? There are other competitors involved in those tournaments. Is there a master plan to also be involved in the very top level of golf?
Graeme Russell: I probably can’t give you an answer on that just now. I think I’ll go back to this very prestigious portfolio. And it would be very difficult to go beyond this. With the majors, I believe you are able to have title sponsorship, like official automotive partner. I think in the future, we may well consider it always. I think as one of the leading partners and supporters and sponsors of global golf, I’m sure if opportunities do come up, people will come to us with and present these opportunities to us. And as always, we would do our due diligence and understand if it’s the right fit for the brand. But at present, it would be difficult to top the portfolio that we’ve got. And as we just mentioned, you know, with the caliber of the winners, the caliber of the fields we’re attracting, I think we’re in a pretty good place right now.
Golf Post: So in the end, it’s about selling cars. You have some of the cars here promoted at the tournament. When you plan your marketing strategy, the branding strategy do you also think about the events where you will promote the cars and do you include the golf tournaments as an important element in your schedule for promoting new cars and product launches?
Graeme Russell: Yeah, absolutely. As I mentioned, we have the two sets of objective, the players and the caddies, the bands, the customers etc. And then obviously the marketing objectives. When ultimately our job is depending on which market we’re in whether Genesis has had a more established presence like in the United States, it’s a combination of using the golf event, the Genesis Invitational, as a platform for looking after our existing customers, some of our longest standing customers, also our dealer partners or investors, so it’s very much the hospitality element plays a part there. Then, of course, on the course we want to raise awareness so we have wonderful facilities at the 14th hole at Riviera (golf course which hosts the Genesis Invitational). We have a Genesis interactive experience. We have product displays, we have simulated golf, we have hospitality, Korean snacks. And of course, then the branding element is for that wider reach. So the significant prestigious golf tournament allows you to activate in many ways. And whereas here for example, in Europe, this is an interesting one to talk about, particularly because it’s co-sanctioned for the DP World Tour and formerly known as the European Tour that allows us to raise awareness of the Genesis brand into Europe and markets.
We’re in the UK of course which is hosting the tournament here in Scotland. In Germany, of course, there’s a growing golf market where we have other partnerships and activities. But then the other benefit, of course, is that broadcasting is all going back to the United States. So you really must feel that here in Europe, this is about introducing the brand presenting the Genesis brand, whereas for America, it is about awareness. But it’s also about perhaps a deeper relationship with our existing customers. So our organization’s commitment and our significant investment. Also, we were able to realize that value and the return on that in many different ways. So there are nuances, there’s different structures and opportunities. And that’s why Golf is a really, really valuable platform.
Matthias Gräf (left) and Graeme Russell. (Credit: Golf Post)
Golf Post: If you look down the line and let’s say in five years, what would you think a golf tournament needs to be set up and what kind of activities would need to be there? For example, different virtual hybrid strategies for an event. What would be your dream event in five years?
Graeme Russell: Very good question. I think, the game of golf is definitely evolving. If you look at the stats around the world, on the course, golf participation, those who playe nine holes or 18 holes, is growing. It’s becoming a more diverse sport with younger participants, more female participation, and more diversity. But also the off course golf is growing. So driving ranges, simulator golf, Top Golf, for example. We’re very optimistic about the future of golf. And I think also the way golf is played is changing. Golf is back to the whole new generation. And the way that golf is covered by the media has also changed. And I think there was a clear opportunity for technology, which I mentioned is one of our key pillars alongside design and hospitality, to really start to play a greater role in the experience that we create. For those who are, you know, participating in playing, or those who are watching and spectating golf, I really believe technology can enhance that, whether it’s on the TV screen, or whether we start to get into a place where you can be watching golf in person. But having that experience enhanced by your mobile device, or something else, I think goes a long way for technology to enhance the overall experience, and for Genesis that is really what we ultimately look to do we ultimately believe we want to use design technology and hospitality to create original experiences for our guests, for our customers and our future customers. So technology, and the way golf is covered, the way golf is broadcasted, these are all clear opportunities for the way we believe we can take our tournament portfolio and make it even better. We’ve had two years here today. It feels like how could we make this better, but we’ve got plenty of ideas. And I think working closely with yourselves and other media partners, I think we should take on that commitment to how we can enhance golf as a sport, whether you’re playing it, watching it, following, etc.
Golf Post: You set some pretty high standards this year. So you have big benchmarks to hit next year.
Graeme Russell: We do and we do. But the good news is, this is year two of this tournament. It’s year seven of the Invitational, year seven of the Genesis championship. And, you know, we still see we have great partners in all these events. We’re always looking at how we can find those improvements. Whether it’s 1% kind of marginal gains or fine tuning or whether the game fundamentally evolves into really interesting direction, then I think we’ll be there as a committed partner, and very much positive aspirations for how Genesis can continue to support the game and sport of golf, whether it’s in the United States, in Europe or elsewhere around the world.
Golf Post: Fantastic. Thanks a lot for sharing all this information.
About Graeme Russell, Chief Brand Officer of Genesis
Graeme Russell is the Chief Brand Officer of Genesis. Russell is responsible for leading Genesis’s global brand, product and retail communications and ensuring an engaging brand experience across all customer touchpoints. With a wealth of experience in the luxury marketing and communications fields, including Global Head of Brand Communications for Bentley Motors and Brand Ambassador for The Macallan, Russell leads a division consisting of customer experience office and retail experience office, with a focus on differentiated brand communications with customers.
The European Junior Ryder Cup Team of 2023 is in the starting blocks. (Photo: Junior Ryder Cup)
The 2023 Junior Ryder Cup takes place this week in Rome from Tuesday September 26 – Thursday September 28 at Golf Nazionale and Marco Simone Golf & Country Club.
In a change to the previous format, the Junior Ryder Cup will now take place over three days instead of two with Marco Simone Golf & Country Club, the Ryder Cup venue, hosting the decisive singles matches for the first time, which will also be broadcast live on television.
Junior Ryder Cup 2023: When and where will the matches take place?
Golf Nazionale, which hosted the Italian Challenge Open earlier this year, will be the venue for the first two days of foursomes and fourballs between male and female juniors from Europe and the United States, on Tuesday September 26 and Wednesday September 27. The competition will then move to Marco Simone Golf & Country Club on Thursday September 28, the day before the venue hosts the Ryder Cup itself, providing an exciting curtain-raiser to golf’s greatest team contest.
The 2023 European Junior Ryder Cup Team, captained by 2014 Ryder Cup player Stephen Gallacher, consists of six boys and six girls. The six automatic qualifiers included three boys – Englishman Kris Kim, Ireland’s Sean Keeling and Germany’s Peer Wernicke – and three girls – Spain’s Rocio Tejedo, Swede Meja Örtengren and Germany’s Helen Briem.
Six players were then selected by Gallacher: Scotland’s Connor Graham, Ukraine’s Lev Grinberg and Italian Giovanni Binaghi for the boys, while Sweden’s Nora Sundberg, Spain’s Andrea Revuelta Goicoechea and Italian Francesca Fiorellini were selected for the girls.
European captain Gallacher expects “magical experience”
“It is a tremendous honour to be Captain of the European Junior Ryder Cup side and I am looking forward to working with and showcasing the most exciting future talent in Europe,” said Gallacher. “My uncle has captained the Ryder Cup team three times and I was lucky enough to play in 2014 so the Ryder Cup has always been a big part of my life.
“I’ve got a front row seat to watch the best players in the world at their level and golf’s future World Number Ones.
“We’ve got a very strong team and we’re looking forward to a robust but fair competition against the U.S played in the spirit of the game.
“Playing the final day at Marco Simone will be a magical experience for the teams who get the opportunity to compete in front of Ryder Cup crowds on the Ryder Cup course for the first time.
“Walking on to the first tee yesterday during our practice round and getting to meet Captain Luke Donald was an amazing experience for our team.”
The U.S. Team, captained by PGA Past President Paul Levy, is seeking its seventh straight victory and owns a 7-3-1 all-time record in the biennial competition. The team features six boys and six girls who are U.S. citizens and members of the high school graduating class of 2024 or younger.
The American Junior Ryder Cup Team. (Photo: Junior Ryder Cup)
The 2023 U.S. Team includes Junior PGA Championship winner Gianna Clemente, Leigh Chien, Kylie Chong, Anna Davis, Ryleigh Knaub, Yana Wilson for the girls. The selected boys comprises Junior PGA Championship winner Miles Russell, Jackson Byrd, Billy Davis, Nicholas Gross, Will Hartman, Jay Leng Jr.
“These are the greatest young players in America and they are ready to flourish on the biggest of stages this week. It’s going to be a special tournament for everyone involved. This is not just about wanting to win for your continent but it’s also about the fellowship, the friendship and the memories that the players will create.
“This is a very special experience to be in Rome. For a Ryder Cup, I don’t think we’ve ever had a better venue. It’s a special match play golf course.
“To be the U.S. Team Captain is an absolute honour and it is by far the proudest moment in my career.”
Spider-Man star Tom Holland can also swing a driver. (Photo: Getty)
Spider-Man can not only place nets unerringly, but also a golf ball in the hole – or at least Spider-Man actor Tom Holland can. The 27-year-old Briton is quite respectable with his 6 handicap and is a regular guest at celebrity tournaments. It is unforgettable how he almost played his way onto the European Ryder Cup team in 2021 with a single stroke. On the 18th hole at the Pro-Am before the BMW PGA Championship, then Ryder Cup captain Padraig Harrington promised, “If you hit the green, I’ll take you on the team.” And he almost had to keep his word – but only almost. “For a moment I thought maybe I could become a golfer,” Holland joked after the moment.
Yet golf is more than just a casual pastime for the actor. “I’m addicted to golf,” he told People magazine in an interview a few years ago. “It’s a nice way to disconnect from what’s going on around you. I turn my phone off and I just enjoy being outdoors with my friends, my brothers and my dad.” Along with his brothers, he again competed in the 2023 Pro-Am at Wentworth.
Golf has another effect on him. “Golf is also incredibly humbling,” Holland said. “Over the last few years, I’ve been very lucky that my career has taken twists and turns, but all the kind of twists and turns that I could only have dreamed of. And very often, I’ll go out and play golf to celebrate, and it will very, very quickly humble me by destroying me.” “So,” he added, “that’s why golf is valuable.”
Whether athletes or actors, many public figures who can’t risk getting injured find a secure future in playing golf. That’s just as true for DFB soccer players as it is for Hollywood stars. For example, the first thing Holland wished for after the end of the Spider-Man trology with “No Way Home” was to go skiing. “That’s something I’ve not really been allowed to do because it’s obviously a dangerous sport. I’ve been very careful over the years, which is why I’ve become obsessed with golf because it’s the only sport I can play without getting injured.”
All the more reason for Holland to introduce the sport to his one friend and fellow actress Zendaya, The Hollywood Reporter knows. “I gave her a few lessons. She’s very talented by nature, a real athlete, so she picked it up very quickly.”
Superheroes on the golf course
But Holland may not be the best superhero on the golf course. Ant-Man Quantum Mania star Kathryn Newton also swings a club regularly and also plays with a 6 handicap. Both competed in the Pro-Am of the BMW PGA Championship 2023 in Wentworth, although not in a direct duel. That challenge is still open.
Instead, Holland played a round with Jon Rahm, whom he greatly admires. Face to face, he told the Masters winner how Holland, together with his family, had followed his great Major triumph.
And even when he met Padraig Harrington again two years later, it was clear that the former Ryder Cup captain had not yet forgotten the moment they shared on the 18th green.
