No golf event is more soaked in alcohol than the WM Phoenix Open, the annual warmup act to (no copyright issue here!) the big game. Coors Light is a tournament sponsor. So is Jack Daniel’s; Don Julio tequila; LaMarca Prosecco wine; and Tito’s vodka. To this scene, we add (for the first time in few years) Brooks Koepka, with his fullback’s physique and his Michelob Ultra sponsorship. He won in Phoenix in 2021. He T3ed there in 2022. Nobody would be surprised to see him contend. The Brooks Koepka comeback tour.
Last week was a dress rehearsal. In San Diego, we saw nervous Brooks, making his return to the PGA Tour after going LIV for a three-year stint, one short of his contracted length. It was weird, in this debut, to see this jockiest of golfing men not own the space around him. But there’s something subdued about the Farmers Insurance Open, the Torrey Pines courses dwarfed by the Pacific Ocean, morning fog acting like a muffler on the whole enterprise.
Phoenix is nothing like it. The tourney there is boozy. Fan and player alike is uninhibited. Ballplayers thrive there. The guess here is that BK 2.0 is going to start looking a lot like the OG edition, the one we know and know. He might not be ready to win yet, and he didn’t win anywhere in the world last year. But he’ll sashay his way around the course in his old familiar way. He’ll be among his people. All that beer-and-football energy.
This is a whole new thing for the PGA Tour, the returning golfer after an enriching LIV run. Patrick Reed will be coming back ’round Labor Day. Kevin Na and Hudson Swafford are likely to get some kind of playing status on Tour again, though you will be forgiven if you don’t notice. On the other end of the noise spectrum, Bryson. It would not be a shocker to see DeChambeau come in from the cold next year, despite, despite missing the once-in-a-lifetime Feb. 2 deadline for the Tour’s grand Returning Member Program. If Bryson wants to come home, there will be a RMP II. He has been sounding unsettled, most recently with his 72-holes-is-not-what-we-signed-up-for remarks. Also, the whole LIV team thing — featuring your RangeGoats, your Cleeks, Bryson’s own Crushers squad — hasn’t exactly caught fire yet. Bryson plays in another league anyhow: Team YouTube. Kill-ing-it.
So Koepka is back and everybody on the PGA Tour is happy-happy-happy. Well, not everybody everybody. Wyndham Clark has questions, as does Viktor Hovland and Hideki Matsyuama. But the Big Three are totally down with it: Brian Rolapp, in his first full year as the PGA Tour’s first CEO; Tiger Woods, the 50-year-old golfing icon who doesn’t really play anymore but has a full-time gig as a golf entrepreneur and as Brian Rolapp’s consiglieri; and Rory McIlroy, the most powerful person in golf. Reason being, he knows a lot about tournament golf, global golf, and he has the ear of the fellas who are going to finance a lot of the PGA Tour’s future for-profit enterprises, the Fenway Sports Group, John Henry presiding.
It is head-spinning, to think about how quickly things have changed here. As a wise man once said, managing is about managing change. When Koepka went LIV — June 2022 — the Tour was still the Tour, the one your grandparents would have pretty much recognized. There was a straight line from Joe Dey (the first commissioner) to Jay Monahan (the fourth and last). What the Tour leadership has done since the arrival of LIV is manage change, sometimes clumsily, now in the language that makes the whole world take notice: We gonna make you some money.
Koepka is lucky that he is not making this return when Joe Dey was running the show. Dey, who came to the nascent PGA Tour after a long career at the USGA, was a rule-of-law golfing ethicist. The sanctity of the scorecard was his starting point, and golf’s starting point, for everything. The comportment of the player was a sacred to him, too. To varying degrees, the commissioners who followed Dey — Deane Beman, Tim Finchem, Jay Monahan — all carried the Dey flame. There was something righteous about being a golfer on Tour, at least when the sun was out. (At night, you were on your own.) Any of the four commissioners might have extracted a promise from the returning Koepka: Don’t be waving five fingers to others after playing a 5-iron shot. Also, my good man: Could you at least pretend that your media sessions are less irritating than those let’s-try-it-again secondary TSA inspections?
As for Reed, Dey and Beman in particular would have had a field day with him, in his meet-the-principal session before returning to the Tour: We cannot have any more rules debacles (incidents at the 2019 Hero event and the 2021 Farmers tournament are at the top of the list), and we cannot have any more frivolous lawsuits aimed at beloved members of the Green Division of the Fourth Estate.
Koepka’s return has created a template for how you get back. You write a letter, you sign a check, you play a tourney feeling kinda bashful, you get your groove back over time.
The friendly-wager bets here are Koepka top-10s this week; the New England Patriots will cover the spread (and then some) in the big game, for no other reason than the Fenway Sports Group is on a roll and this game is FSG-adjacent; Coors Light will win the exposure game during the day, the golf telecast on CBS, but Mich Ultra and its Anheuser-Busch adult cousins will carry the night on NBC, during the big game. Here’s to Sunday. Bartenders really should be able to get endorsement deals for their TV remotes, what your grandparents called “the clicker.”
Michael Bamberger welcomes your comments at michael.bamberger@golf.com.
