Stewart Cink believes that professional golf’s future hinges on its ability to tell better stories.
As a veteran with over two decades on the PGA Tour, the 8-time PGA Tour winner has witnessed the evolution of sports media and recognizes a missed opportunity in how golf is presented to the masses.
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He argues that the current broadcast model often focuses too heavily on the mechanics of the game while neglecting the human element. By shifting the spotlight toward personal narratives, the sport can bridge the gap between casual viewers and die-hard fans.
Drawing a direct parallel to the spectacle of the Olympic Games, Cink notes that viewers often find themselves cheering for athletes they had never heard of just minutes prior. This emotional investment isn’t accidental. It is the result of deliberate, high-quality storytelling that provides a why behind the how.
Photo by Christian Petersen/Getty Images
Stewart Cink says the Olympics have created a blueprint for golf broadcasting
Speaking on the Fried Egg Golf podcast, Cink articulated exactly how the Olympic style of broadcasting could revolutionize the PGA Tour’s product: “I think golf, especially the golf media, can do a little bit better job. It’s perfect timing right now.
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“We got the Olympics going on, and I’ve always thought that, well I think in my lifetime NBC’s been the majority – they’re the carrier for the Olympics and they do a good job packaging those little three or four minute promos for a sport and an athlete that you would probably never watch other than the Olympics.
“Some obscure athlete from another country and telling the backstory, and when that sport comes on, now you’re like that is my athlete I want that guy or that to win and you know a little bit about them.
“They create a connection and I think we can do a little bit better job of that in golf. Let’s have some of these little I don’t even know what you call them. You guys probably know, but a little two or three minutes, just a little segment about a player, in the can, waiting for that player to be in contention for the weekend, and let’s run that, you know, let’s get that player out there.”
How CBS can implement the Olympic broadcast change
Cink’s insight hits on a fundamental truth of modern sports. Content is the hook, but character is the anchor. In the current era of signature events and shifting tours, the obscure athlete Cink mentions is often the rookie or the journeyman golfer currently sitting in third place on a Saturday afternoon.
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Without a backstory, that player is just a name on a leaderboard. With a story, they are a protagonist.
To implement Cink’s vision, golf media should focus on humanizing the grind of the PGA Tour. Show the personal sacrifices and family dynamics that define a player’s journey.
Explore a player’s hometown, their passions outside of golf, or their path through the smaller-tours to create fans who stay tuned long after the tournament ends.
By adopting the Olympic philosophy, golf can become a character-driven drama that keeps viewers invested from the first tee to the final putt.
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