What's next for USGA broadcast deal?
Despite rejected offer NBC/Golf Channel still seems best fit; Stray Shots: Hovland, ratings
Will Mike Tirico and the NBC/Golf Channel team be on board beyond 2026? (Chris Keane/USGA)
It could be called a conundrum, or it could be labeled an opportunity. However you look at it, the results could determine the USGA’s future path.
Wordsmithing aside, the blue blazers’ issue is the next television contract, as the current one expires at the end of 2026.
Recently, the exclusive negotiating period with their current domestic broadcast partner, NBC, expired without a deal. That leaves the USGA testing the waters for a new partner.
According to sources, NBC made an offer that was less than the USGA had hoped for. Some called it a “lowball” offer.
The current deal is a contractual mishmash. In 2013, the USGA agreed to a 12-year contract with Fox Sports for a reported total of $1 billion. Soon after Fox delivered its first broadcast at the 2015 U.S. Open at Chambers Bay, it started to become clear that maybe they made a mistake. By the time they got to the 2017 U.S. Open at Erin Hills, the experiment was a disaster.
It took two more U.S. Opens before Fox had had enough. NBC came to the rescue, stepping in to televise the rescheduled 2020 U.S. Open at Winged Foot and taking over the remainder of the Fix contract that expires in 2026.
NBC was the first to broadcast a U.S. Open on television in 1954 when Ed Furgol won his only major title at Baltusrol. The Peacock has a long relationship with the national open, and its dedication to the event was evident — its handling is a stark contrast compared to coverage on Fox.
Looking at the USGA contract dispassionately, the real “value” is seen in only one week in June and that’s it. The men’s U.S. Open carries the freight for everything else. While the storylines are nice in the other 12 USGA championships it is obligated to provide coverage for, they don’t generate much revenue and are not near enough to cover the expense of the broadcasts.
At the same time, today’s value of golf television is not all that clear. The current PGA Tour ratings are trending positively compared to the 2024 season though still down in the long-term compared to pre-pandemic numbers. However, with the economy not exactly humming on all cylinders and a potential recession in the wings, this all plays into a the complicated negotiations for a rights deal.
So, if you are the USGA, who’s your first call?
Fox — which now has a broadcast agreement with LIV Golf — is a no-go after its bungled deal, so that’s one down. CBS, which broadcasts two majors — the Masters and PGA Championship — is in the middle of an ownership takeover where the value of CBS Sports is in question. ABC/ESPN does not have a golf production arm and would have to invest considerable money into establishing one. Considering that Disney is trying to control costs, and ESPN has been hemorrhaging subscribers, a USGA deal that would be on ESPN and ESPN+ makes little sense.
The last bastion may be the streamers — Amazon Prime, AppleTV and Netflix.
While Netflix has stuck its toe in golf with the “Full Swing” docu-series, the others have not. But that doesn’t mean they wouldn’t find some interest in doing so. But 13 events a year — U.S. Women’s Open, Amateur, Mid-Amateur, Senior Open, etc. — is a lot. As with most money losers, it seems unrealistic for them to jump in.
This brings a potential full-circle deal to NBC. An NBC/Golf Channel relationship makes the most sense for the USGA.
Not only does NBC know the USGA and its commitment to the championships the best, but it also has a channel committed to the sport 24/7 on the Golf Channel.
It will take a little time, but the USGA will get there.
The only real question is the price, which is the ultimate sticking point in this day and age of TV consumption.
Stray Shots: Hail to the Viktor valiant
By Peter Kaufman
1. Viktor Viktorious: Who kidnapped Viktor Hovland and inserted an imposter? Hovland, ranked the quietest No. 19 in the world pre-Valspar, boasted the following results prior his surprise victory at Innisbrook dating back to January: T36, T22, MC, MC, MC. Ouch. The first two results were non-cut signature events.
Well, Hovland birdied three out of four holes down the Valspar stretch, caught and passed Justin Thomas, is now No. 8 in the OWGR and his quest to improve his game is clearly bearing fruit. Five coaching changes in a year? And he still claims not to be happy with where he is but he was good enough at Valspar to win again after wandering in the wilderness (his last win was in 2023 when he won the FedEx Cup).