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USGA introduces new U.S. Open brand platform: ‘From Many, One’

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2020 U.S. Open 'From Many, One'

The USGA has unveiled its new U.S. Open brand platform – ‘From Many, One’ – as part of the organization’s ongoing commitment to invest in the U.S. Open and elevate the championship experience for players and fans.

What to expect from the ‘From Many, One’ Brand Platform.

The USGA’s social and digital platforms will feature videos, testimonials and other content that documents golfers’ journeys and allows fans to experience their hard work and determination.

Fans attending this year’s U.S. Open Championship at Winged Foot will be immersed in the brand campaign, with the USGA planning on an “integrated approach to showcasing the championship as a glory-filled spectacle that the world is invited to see, feel and experience.”

Speaking on the ‘From Many, One’ brand platform, Mike Davis, CEO of the USGA said

“The U.S. Open is more than a golf event, it’s more than a test or evaluation, it’s an experience that brings people together to share in the electricity that comes from players pushing themselves beyond their limits to achieve their dreams. 

The brand platform will be the perfect vehicle to share the story of the U.S. Open, a celebration of the accomplishments of the players who compete for the championship and everyone who makes the event so special.”

Television and digital video viewers will be provided with multiple ad spots throughout the U.S. Open qualifying process, which begins in April.

Golf fans will also get the chance to see a new series titled “From the Many: The U.S. Open Is…” featuring amateur golfers discussing their qualifying stories and the path that the “many” will take to get there. 

Vignettes featuring Jack Nicklaus, Tom Watson and Tiger Woods, among others, highlight a series titled “From the Ones: The U.S. Open is…” which will showcase past champions as they reflect on the significance of the U.S. Open and the moment that they became the “one.”

A preview of the brand campaign dropped earlier this year with the airing of a 15-second U.S. Open tune-in advertisement featuring actor Don Cheadle. Oscar-nominated Cheadle, who serves as a U.S. Open brand ambassador, will continue to voice a variety of video content, including multiple U.S. Open brand television spots running up to the event – including the first: ‘E Pluribus Unum, Baby’

The brand will also feature on print and digital platforms which, per the USGA, will contain “a competitive and gritty aesthetic and take on a sharp and witty tone.”

How was the concept created?

The brand platform was developed in partnership with Culver City, Calif.-based Zambezi. A new take on the motto ‘E Pluribus Unum’, through ‘From Many, One’ the USGA will celebrate the nearly 10,000 golfers who will try to qualify for the championship, the 156 who will play, and the one who will be crowned U.S. Open champion.

The premise ‘From Many, One’ was first seen at the U.S. Open back in 1895 in the first-ever edition of the championship, and speaking on the re-newed brand platform, Gavin Lester, the chief creative officer of Zambezi said

“’From Many, One’ will extend far beyond television commercials, print and digital advertising as fans begin to “live the brand” through the U.S. Open. USGA social and digital platforms will feature videos, testimonials and other content that documents golfers’ journeys and allows fans to experience their hard work, grit and determination.”

In creating the brand platform, the USGA engaged key stakeholders, players, fans, media members, partners, representatives of host sites and volunteers and asked them to share their thoughts on what makes the U.S. Open a one-of-a-kind major championship. 

According to the governing body, for many, the answer was that the uniqueness of the event came down to the “open” nature of the championship, as well as “the grit and determination it takes to become a U.S. Open champion and the triumph of the human spirit” – allowing for the creation of ‘From Many, One’.

Tickets for the 2020 U.S. Open Championship, which takes place from June 15-21 at Winged Foot Golf Club, in Mamaroneck, N.Y., can be found at usopen.com.

2020 U.S. Open 'From Many, One'

 

 

 

 

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Gianni is the Managing Editor at GolfWRX. He can be contacted at [email protected].

19th Hole

3-time PGA Tour winner calls for LIV to buy Champions Tour to fix ‘joke’ purses

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While speaking on the Subpar podcast, former PGA Tour winner and current PGA Tour Champions player Chris DiMarco said he hopes LIV buys the Champions Tour.

“We’re kind of hoping that LIV buys the Champions Tour,” he said.

“Let’s play for a little real money out here. I mean this is kind of a joke when we’re getting $2 million. There were like seven guys last week from TPC (Sawgrass, at the $25 million PLAYERS Championship) that made more money than our purses.”

In 2024, the Champions Tour had a total of $67 million in prize money over the course of 24 events.

DiMarco also defended LIV players for taking the money and said he would take it also.

“They wanted to play for a lot of money, and they deserve it. They have had some great careers, why not go and get some money?”

DiMarco also offered insight on Graeme McDowell’s move to LIV.

“I saw Graeme McDowell at the Old Memorial Pro Member, and he goes, ‘Listen, I went up to Jay Monahan and said I love the tour but I am struggling to keep my card and these guys are offering me all this money and less golf. I’m sorry, I’m going.’ And I do not blame him one bit, and I said I would have too.”

DiMarco was ranked as high as 6th in the world in 2006.

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19th Hole

‘It won’t win you golf tournaments’ – Golf analyst rips Charley Hull’s course management

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Charley Hull came just short of her third LPGA Tour victory over the weekend at the Fir Hills Seri Pak Championship when she played her last two holes at 3 over to slip all the way to 10th on the leaderboard.

After the round, Hull was blasted by Sky Sports commentator and former LPGA Tour player Trish Johnson for her lack of golf course management.

While speaking on the Sky Sports Golf podcast, Johnson spoke harshly of Hull.

“I’m probably her harshest critic, because I know how good she is. She doesn’t win anywhere near enough for her talent, and she doesn’t get involved enough, in all honestly.

“The thing with Charley is that you’re never going to change her. I read something the other day that said how much she loves the game and it’s her love of the game [that costs her]. She’s never going to change and she’s just going to go for every pin.

“In theory that’s great, but it won’t win you golf tournaments, it just won’t because she’s not that much better than anybody else. If you put Charley against Nelly Korda, then I’m picking Nelly every single day of the week.”

Johnson also made a fascinating comparison between Hull and a famous male golfer, John Daly.

“Golf-wise that’s the way she plays the game and it’s a little bit like watching John Daly I suppose.”

“There’s something that John Daly had that made him a major winner and a winner, but Charley is kind of lacking that. Her talent is not in question, but maybe her application is. Maybe it’s just the case of her never changing and that will cost her golf tournaments, there’s no two ways about it. You cannot go for every pin because that’s the way you play and it being fun, as other players are better than that and you have to have course management.”

Hull is still only 27, and therefore has plenty of time to work on her flaws to achieve the success her talent should allow.

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19th Hole

Former agent lifts lid on being fired by ‘zombie’ Tiger Woods

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Discussing his new book “Rainmaker” with the Daily Mail, Tiger Woods’ former agent, Hughes Norton, recounted the events leading up to and after his split with the 15-time major champion.

Norton was abruptly fired by Woods in 1998 after his 1997 Masters win and monster deal with Nike.

In the book, Norton talks about the way Tiger views his relationships, calling him a “zombie.”

The solace I can take, which doesn’t provide much, is this: He was an equal opportunity zombie with relationships, his swing coaches, his lawyer, the guy negotiated the IMG representation deal, with caddies, When it’s over, it’s over.”

Norton added:

“It is the way he terminates relationships with everyone. Whether it’s girlfriends, whether it’s his former golf coaches. It’s ironic, really. In a way he’s so good at confrontation on the golf course. If he’s playing you, he will beat your brains out every single time.

“But when it comes to confronting things like me and other people that are in his life, he has no social skills whatsoever. It’s maddening, actually.”

After he was fired by Woods, Norton was let go by IMG, which he believes was due to Woods’ influence.

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