As a 501(c)3, and also the organization started to run national championships, protect the amateur game and make rules, I continue to struggle with this notion of the USGA moving into the business of growing the business of golf while tabling a decision on distance.
Besides giving a huge gift to Pinehurst Resort—which at least provides an elite tournament venue and is an American institution any golfer can appreciate—they’ve secured future U.S. Opens and new office space in a temperate climate. All good. (Well, except when when put in this carnal manner by a USGA ambassador.)
But it’s a bit odd to be reading how an amateur golf organization is actively looking to expand a role into areas that might include businesses they also regulate for the good of the game (alongside the R&A).
In Mike Stachura’s GolfDigest.com piece about Wednesday’s ceremonial signing in North Carolina, he quotes the USGA’s Chief Brand Officer Craig Annis, a former candy bar executive who positioned Mars as a leader in health and well being.
Annis explains the timeline of the deal announced today and suggests the USGA pursued government assistance, not the other way around.