OPINION: Gary Player’s Son Did Lee Elder Dirty

I’ve spent many years in broadcast media wars. 

In the spring of 1997, an upstart competitor got the jump on being the live broadcast host at the ticket sales location for Garth Brooks concerts. Yeah, we had to actually go buy tickets at a TicketTron location to see a show back then. How times have changed.

We managed to get the store across the street to allow us to broadcast live to be present “at” the opening sales day, to which the competition decided to pepper our station vehicles with comedian Bill Engvall-inspired “Here’s Your Sign” flyers that said listening to my station was stupid.

What did we do? Well, no one was doing anything until the Philly kid in me came out. I took our station mascot across the street and had him plunked directly in front of the opposition’s on-air host to distract him as he worked. It’s hard to not see an 8-foot tall Smokey the Bear like furry in your eyeline. I then took our staff inside the store and handed all waiting our station t-shirts and swag. 

Most of the patrons in line at the opponent’s gig were now wearing my colors. It may have been the competition’s broadcast but it became our event. That’s how you properly use guerilla marketing techniques.

Fast forward to April 8, 2021 in Augusta, Georgia. The ceremonial starters for The Masters were on the first tee: Jack Nicklaus, Gary Player, and Lee Elder.

With all that has been happening with heavily strained race relations between voting and civil rights and everything in between, The Masters was finally getting it right by paying tribute to an exceptionally strong golfer who just happened to be the first African-American to play in the tournament. That was in the year of my birth, 1975.

Sadly, even in 1975, so many threats and more were lobbed at Elder that he had to secretly rent two houses and stay at both in case threats became more than just words.

Lee Elder is 86 years old and like most older Americans is battling health issues. He appeared on the first tee but did not participate in launching an opening tee shot. Elder was looking great thanks to apparel brand Travis Mathew and PING supplying clubs and a classy cap.

Gary Player was rocking his black knight and PXG sponsored wear, as well as other partners on his clothing, and Jack was promoting his special Golden Bear play yellow cap.

Marketing was and is everywhere in golf and in the special ceremony as well. I have no problem with that. It was and is marketing that’s supposed to be there.

Gary Player’s son/caddie really did stand there the entire ceremony hawking golf balls. https://t.co/brfxRXwVxw pic.twitter.com/jZZNc0lQZb

— No Laying Up (@NoLayingUp) April 8, 2021

My problem is getting a shameless plug in by purposely positioning products in multiple camera shots when The Masters hosts were honoring a man who broke through to be the tournament’s first ever black golfer. All of this to schlep golf balls.

Wayne Player is Gary’s son and was serving as his ceremonial caddie for the event. I won’t get into Wayne’s past issues and run-ins with shady behavior. Google it, it’s not good.

But what I will vehemently chastise the Black Knight’s kid for is his inappropriate placement of a sleeve of OnCore golf balls in a variety of places.

You, me, and a whole bunch of golf and sports fans were watching for one reason: to see the legends and welcome someone who hadn’t been shown his proper due. We were not watching this to see a legend’s ne’re-do-well of a kid getting cheap publicity for golf ball marketing.

Yes, Gary Player does pitch for and play OnCore brand products. Truthfully, good for him that at 85-years young this giant of the game still has brands like OnCore, PXG, and others that ride his fame train. I’m not bemoaning the association, but I am frankly perturbed by his son being a sneak in order to sell a few more dozen balls. 

The product positioning was about as natural as a cutout in the pro shop. It was a bad look in so many ways.

My daily life is advertising, marketing, promotions, and media.  I live branding, product development, copywriting, and more in constant fashion. I know the when, the how, the where, the why, and the when not to do something.

The when not to is more important than the when.

Yesterday, Wayne Player did Lee Elder dirty with this shameful guerilla marketing ploy. There was no need for it and now we’re talking about this and not Lee Elder. Player’s son needs to personally apologize to Lee Elder to his face and needs a lesson in time and place.

Sadly, a 58-year old needs to learn the same lessons I have to refresh my 11-year old about. If that’s not pathetic then I don’t know what is.

Cover Image via Instagram