Like global warming, financial instability and ironic facial hair, it appears the FedEx Cup is a modern phenomenon we’ll just have to learn to tolerate.
According to a press release issued this afternoon, the event’s title sponsor – that’s FedEx, obviously – has agreed to extend its affiliation with the PGA Tour until the end of the 2017 season.
“The FedExCup, which fundamentally changed the PGA TOUR structure by introducing a season-long competitive and promotional platform in 2007 [competition and a promotional platform?! Tim, you are spoiling us!], will continue to offer $35 million in total bonus money to players based on their finish in the points standings, including $10 million to the winner. Beginning in 2013, the four-tournament PGA TOUR Playoffs for the FedExCup will be officially called the FedExCup Playoffs. [Put that in your diary, folks!]“
Emperor Finchem had a great deal to say about this most lucrative of developments, but my favourite quote – to the extent that one can have a favourite Tim Finchem quote – was undoubtedly this one, wherein he exposes the philosophical flaw at the heart of the entire vulgar project:
“Since its inception in 2007, the FedExCup has transformed the competitive landscape on the PGA TOUR and significantly benefitted all of our stakeholders… It makes every FedExCup event more meaningful, adding substantial value to our tournaments, title sponsors and television partners.“
Investment and “meaning” are not directly proportional. For stewards of the game to insist otherwise isn’t just to indulge in magical thinking, it’s to elevate the pursuit of profit above all other concerns.