The Pebble Beach Pro-Am sells celebrities into golf’s new world order

Neither of those players will be coming to Pebble this week.

Let’s be honest: The professional field for this AT&T is woefully short on big names, in part due to the ongoing feud between the PGA Tour and LIV Golf. The only top 20 players on Pebble, according to the latest world rankings, are Patrick Cantlay (No. 5), Matthew Fitzpatrick (10) and Jordan Spieth (16). And of those three, only Spieth resonates with casual fans.

So, the completely transparent tournament strategy: Celebrities, celebrities, more celebrities.

The 2023 edition will put Bing Crosby’s unique concept to the test. He long ago started Clambake as an unusual way to mix the worlds of sports and entertainment, decades before Greg Norman grabbed wads of shadow money from Saudi Arabia and turned the game on its head.

The best golfers have always emerged over the years—witness Mickelson’s five wins and Tiger Woods’ thrilling shot to victory in 2000—but AT&T-turned-Crosby stood out for his hardy, good-natured demeanor. Laughter, smiles, fun. Golf matters, of course, but in a different way.

It will now fall to Buster Posey, Garrett Bale and Justin Bateman, mostly, to keep the Pro-Am relevant in Northern California’s crowded sports landscape.

It’s a familiar complaint because AT&T has long struggled to attract professionals. Historically, they were sidelined due to erratic weather, long laps and uneven greens. Tournament officials shrunk the field, shortening the rounds. Mother Nature mostly cooperated. Some players are back.

Now the challenge has been increased by the PGA Tour’s battle with LIV Golf, which has drawn Mickelson, Johnson, Reed and other top players. All sense of propriety disappeared in a rare, spirited battle.

The tour responded by throwing wads of its own money at certain “designated” events designed to bring its best players together more often. Next week’s tournament in Scottsdale, Arizona, brought the coveted “designate” tag and $20 million, as did the following week’s event in Los Angeles.

This week Pebble’s purse is $9 million, creating another significant hurdle for tournament director Steve John to overcome. It’s similar to John trying to post 7-foot Pau Gasol, one of this year’s first-time stars.

“It’s strange to think that golf can change so quickly,” John said. “But evolution is good, change is good in all sports. Maybe we’ll look back in three years and say, “That’s good, I get it.” …

“Do I wish Phil and Dustin were here? Absolutely. They are former champions. But I can’t, it’s out of my control.

So John relies on the distinctive format of his event and the exceptional setting. It’s something that’s selling more than ever: Pebble Beach, Spyglass Hill and the Monterey Peninsula Country Club Shore Course, all nestled along the beautiful coastline. These airship photos are still heartening, especially for people who are cooped up at home in the cold Midwest.

John has also made a conscious effort to keep the amateur/celebrity field fresh. Bill Murray and Ray Romano can only carry the flag for so long.

That’s why the presence of Posey, a three-time World Series champion with the San Francisco Giants, can only help. Posey will play in a Pro-Am for the first time since 2015.