In the commercial realm, there are three televised tentpole events every year where the advertisers pull out all the stops to make an impression on the viewers. The Super Bowl reigns supreme, followed by Hollywood’s Oscars and the music industry’s Grammys. Those shows get the most eyeballs and thus command the most dollars, so the sponsors want to get the most bang for their bucks.
The celebrity-filled and frequently clever commercials have become almost as much a part of the broadcasts as the events themselves and actually pull in casual viewers and keep them engaged.
The biggest event in golf by far – the Masters – is more famous for making its advertising as minimalist as possible. There is zero corporate clutter on the property and the limited commercials during the broadcast are generally understated productions from the handful of sponsors happy just to be aligned with the tournament and Augusta National. You’re not going to see any star-studded Dunkin’ Donuts sitcom spoofs or “Will Shat” shilling for more bran fiber in your diet coming from Bank of America, IBM or Rolex.
Madison Avenue could have a field day bringing together the celebrity faces of golf in Super Bowl-style ads … . And the 17th hole at TPC Sawgrass could be its own starring stage in campaigns.
Maybe this is where the Players can distinguish itself as more major than the rest, though it doesn’t help that the PGA Tour’s flagship tournament was the eighth-most watched golf event in 2025 behind all of the majors. The tour has tried to dress it up with Masters-style limited ads, but perhaps leaning into the Super Bowl model could provide a little splash for the tour’s many sponsors.
Golf certainly has a nice history of clever ads, including a Super Bowl favorite featuring the E-Trade baby’s “Shankapotamus” gem.
Personal favorites were among a series of “This is SportsCenter” ads on ESPN: Arnie mixing his own Arnold Palmer in the cafeteria with the late Stuart Scott and Scott Van Pelt whispering in proper reverence; and color-blind Rickie Fowler pouring orange juice in his decaf coffee and stating “I think this milk’s gone bad.”
A series of “This is Golf Central” or PGA Tour Studios bits could build on that hilarious legacy.
Tiger Woods had some classics for Nike: simply juggling the ball with his wedge; the glorious “golf’s not hard” bit with Joe 27-handicap; and Tiger and young Rory McIlroy one-upping each other on the range like the classic McDonald’s “nothing but net” shootout between Michael Jordan and Larry Bird.
There’ve been plenty more clever commercials like the FedEx ad where the boss calls in sick and everyone grabs their clubs and runs for the door or John Cleese’s Ian McAllister visiting the ghost of Old Tom Morris for Titleist NXT balls.
A cult favorite was an infomercial featuring Jean van de Velde replaying the 18th hole at Carnoustie in frozen December trying to beat the triple bogey that cost him the Claret Jug in 1999 using only a Never Compromise putter. But even though it often feels like the commercials last for 24 minutes, they probably shouldn’t actually air one that long.
Golf has a lot of personalities to shine lights on like funnymen Bill Murray, Nate Bargatze and Ray Romano. Madison Avenue could have a field day bringing together the celebrity faces of golf in Super Bowl-style ads making fun of issues such as AimPoint and slow play. And the 17th hole at TPC Sawgrass could be its own starring stage in campaigns.
Who wouldn’t want to see PGA Tour stars disrupting people doing their regular jobs – shouting “Mashed potatoes” at chefs in the kitchen or “Get in the hole!” at construction workers?
The Players ad inventory can then enhance the rest of the season and break up the monotony of the endless slog of finance, car and drug commercials that numb us during most golf broadcasts.
To quote a vintage ad slogan – just do it.
Scott Michaux
Top: The 17th green at TPC Sawgrass
Ben Jared, PGA TOUR via Getty Images