972: Summary We're joined by golf agent Mac Barnhardt sharing his insights, sometime controversial, about the unique role of golf agents, the challenges faced by professional golfers, and the impact of sponsorships and endorsements. We discuss the influence of Tiger Woods on the game, the financial sustainability of the PGA Tour, and the importance of managing expectations for players. Barnhardt emphasizes the evolving landscape of golf participation and viewership. In this engaging conversation, Barnhardt discusses the intricacies of professional golf, touching on the excitement of the Ryder Cup, the evolution of golf broadcasting, and the impact of COVID-19 on the sport. He delves into the controversy surrounding LIV Golf, the missed opportunities of the PGA Tour, and the potential of team golf to revolutionize the game. Barnhardt also shares insights on the players' perspectives regarding their decisions and the role of agents in navigating these changes. Takeaways Golf agents manage not just contracts but entire teams for players.Expectations can significantly impact a golfer's performance.Authenticity in sponsorships is crucial for player success.The PGA Tour faces sustainability challenges amid rising player payouts.Building relationships with clients is more important than transactional deals.Participation in golf has surged post-COVID, affecting viewership.The PGA Tour should expand opportunities for players, not reduce them.Golf's product needs to evolve to meet changing viewer preferences.The future of golf may require innovative approaches to player development. The Ryder Cup is an unparalleled experience in golf.LIV Golf's emergence has created a divide in the golf community.The PGA Tour's failure to engage with LIV Golf was a critical mistake.Team golf has the potential to attract new fans and grow the game.The PGA Tour's focus on profit has led to missed opportunities for players.Players are generally satisfied with their earnings on the PGA Tour.The LIV Golf model offers unique opportunities for players, especially those in need.The future of golf may involve more collaboration between different leagues.Let's play golf together next Spring! Our next Golf Smarter Adventure will be on the Robert Trent Jones Trail in Birmingham, AL on March 26-30, 2025.  Space is limited. Learn more and reserve your spot now at tmigolf.com/golfsmarter Follow @golfsmarter on Instagram, X, Facebook, TikTok, YouTube for daily highlights and helpful insights from our interviews on the podcast. We also post articles and video shorts on LinkedIn @FredGreene (from Novato, CA).     Receive three free gifts when you post an honest review about Golf Smarter on your favorite podcast app including Apple Podcasts and Spotify. Listen for details.  This episode is sponsored by Indeed. Please visit indeed.com/GOLFSMARTER and get a $75 SPONSORED JOB CREDIT. Terms and conditions apply.