Will Rogers once said that diplomacy is the art of saying “Nice doggie” until you find a rock. But not all acts of statecraft come with the option to go on the offensive. The memorandum Jay Monahan wrote to PGA Tour members on July 26 left a clear impression that he has a pack rabid hounds following him and is running out of rocks.
Monahan’s letter was criticized for its individual parts, rather than as a whole. Monahan’s letter was criticized for its parts, not the whole. It’s not a pressing issue, and the inclusion of this was meant to show players that he is on their side. Monahan’s decision to comment on the proposed rollback prior to the end of the official comments period shows his desire to win something. With good reason.
Randall Stephenson resigned on July 9 from the PGA Tour Policy Board. He cited his opposition to the deal with the Public Investment Fund of Saudi Arabia, and his concerns about a governance system that allowed an end-run around the board in order to cut the deal. Monahan was experiencing an Archduke Ferdinand-like moment, and it was a sign that a war would be fought by those with similar views. When his memo addressed how Stephenson would be replaced, it revealed just how besieged he is.
According to protocol, if one of the non-player members leaves the Policy Board the remaining four non-player members will propose a replacement and it must be approved by the entire board. Monahan appointed a committee of four people to find Stephenson’s replacement, which included two player directors: Webb Simpson & Patrick Cantlay. Cantlay, in private, has been a vocal critic of the Tour leadership ever since the PIF agreement was announced on 6 June.
Every paragraph of this placatory note continued to make concessions to the critics. Colin Neville is a partner of The Raine Group – a venture capital company – and was appointed as an adviser to the players on board. Neville, a savvy dealmaker in sports, has earned the respect of the top players. Tiger Woods and Rory McIlroy invited him to the meeting last year in Delaware to help reshape Tour to face the LIV threat. His appointment is a good one, and he should be a valuable asset. However, it also thwarts a group of players who wanted a prominent, aggressive labor lawyer to represent them.
Jason Gore will be promoted to EVP, a position he was hired for in 2022. He is an ex-player who has been managing relations with members since then. Monahan writes that this ensures that “players’ perspectives will shape all key decision,” adding Gore’s Department now reports directly him. This is an admission by Monahan of the need for closer monitoring of dissatisfaction in the locker room.
Monahan has some support – Jon Rahm, Billy Horschel and others have publicly backed the PGA Tour star – but there are now more voices with competing agendas than at a Democratic Convention. Like in politics, many people want someone else to lead the party. His memo stressed the one thing that all players could agree on: more money. He mentioned the record prize money offered in ’24, and promised a “financially-significant” benefits package to those who did not leave for LIV as part of the PIF deal. In the midst of all that forelock teasing, his rollback announcement was unnecessary prostration.
Monahan’s late-night memo was a necessary attempt to appease the braying hounds, but it is unclear if it can buy him enough time to deliver on what he promises. Monahan’s late-night note was necessary to appease the braying dogs, but it is unclear if he can deliver on his promises.
In Ponte Vedra we are witnessing an end to an imperious period, which reached its apogee during Tim Finchem’s tenure. The PGA Tour has seen a shift in power away from the Commissioner’s Office and towards the members. The executive branch has been seriously undermined by the Saudi deal and how it was announced. It all began with LIV. Monahan concluded his message with a smile. “We are in a great place heading into the last stretch of the season and my priority is reconnecting with you all,” he said. Monahan doesn’t just mean reconnecting after his absence. He means re-establishing the trust in his leadership, and the governance of the Tour. Even with the concessions that he made, the Tour is still headed for a period of polarization and discord.
