The PGA Tour is flipping the script on the FedExCup Playoffs. This time, it’s not just about who can make birdies; it’s about who can thrive on a level playing field. Gone are the “starting strokes,” the often-debated system that gave players a head start based on their position in the standings.
In 2025, everyone tees off at even par. No bonuses, no head starts, just pure competition—and fans are going to feel that intensity from the very first swing.
Why the Change? Fans Wanted It Simple
The starting strokes system, although mathematically sound, left many fans scratching their heads. Why is one guy starting at -10 and another at even? Is that fair? Is that golf?
The Tour listened, and that’s where the Fan Forward initiative stepped in. According to PGA Tour executive VP of media Norb Gambuzza, feedback came in loud and clear: “Fans want something simple.” And now they’re getting it. A format that’s clean, competitive, and ready for primetime.
And it wasn’t just the fans nodding along. Players, sponsors, FedEx—everyone was on board. That kind of consensus doesn’t come easy, but when it lands, it makes a difference.
The “Straight Up” PGA Campaign Hits with Star Power
To get the word out, the Tour has launched a bold, player-driven marketing campaign called “Straight Up”—and yes, it’s set to Paula Abdul’s iconic 1988 hit. We’re talking Scottie Scheffler, Rory McIlroy, Justin Thomas, and Jordan Spieth—all leaning into the change with a tone that’s equal parts serious and cheeky. The idea? Make fans pause and say, “Wait, what was that?”
Five unique ads will roll out over the course of the summer, building momentum as the FedExCup Playoffs shrink the field from 70 to 30 players. Each of the three events—FedEx St. Jude, BMW Championship, and Tour Championship—will get its own tailored spotlight, with highlight footage and intense visuals tying the whole thing together. The message? “Tough just got tougher.”
A Tribute, a Transition, and a Vision for the Future
The timing of the campaign also gave the Tour a moment to reflect on the legacy of FedEx founder Frederick Smith, who passed away June 21. Smith was instrumental in launching the FedExCup Playoffs in 2007, and his contributions remain deeply ingrained in the event’s DNA. But even as the Tour honors that history, it’s also charging full speed ahead.
The Fan Forward initiative is fueling more than just ad campaigns. It’s helping reshape the future of the sport. With over 50,000 fans weighing in through surveys and councils, the PGA Tour is leveraging data to support its boldest creative moves. And if there’s one takeaway from this new wave of thinking, it’s that when the players believe in the product, the fans believe even more.
So get ready because this year’s FedExCup won’t be a numbers game—it’ll be a pure test of performance. No handicaps, no cushions. Just the best in the world, straight up.
