Capelle On Golf

Fred Couples has this to say about the inaugural FedExCup: “I figure if I’m 40th on the money list or 80th on the money list or 144th on the money list, I get to play in the first FedEx Cup. Whoop di doo.”

Since then the formula has been tweaked and we have a new course for the first event, which is being held at the Ridgewood Country Club in Paramus, New Jersey. It is supposed to be an great test, though it’s not in Golf Digest’s top100. And I guess we should be thankful to see some of the best players in the world ply their trade.

But as far as this being an event where history is going to be made, that’s just not going to happen even though the winner will make $10 million. The majors sort of have a lock on the history department despite Tim Finchem’s wishes for FedExCup to take its place as golf’s fifth or sixth major (we must not forget THE PLAYERS).

One big problem with the Cup, among many, is the name. FedExCup is corporate. It sounds like any other event with a corporate sponsor. Besides, what will the PGA Tour do when FedEx ceases to be the event’s sponsor? Call it the PepsiCup or whatever?

By naming the cup after itself, FedEx is meeting one goal at the expense of another. The first goal is marketing oriented: to build name recognition and strengthen the brand. But I wonder how they could improve on that since everyone in the world over the age of 15 in business knows they are the best at what they do by far. That being the case, it seems like FedEx would be better off by using the event to build goodwill, which entails toning down the marketing a tad.

They could call it The Tour Cup presented by FedEx. That puts the emphasis on the game and not the corporation. And then, when a new sponsor comes along some day, it would still be The Tour Cup, providing continuity.

Goodwill or marketing? It’s clear that FedEx has made its decision, and that’s a shame because this event, adorned with a classier sounding name, might have evolved into something more than a season ending donation to the already rich pros.