Golf: The U.S. Open Goes Digital

At this year's U.S. Open, fans will be able to follow the action on more cable channels, a free iPhone app, and a live Twitter feed

By Rick Horrow and Karla Swatek

1. U.S. Open at Bethpage Ushers in Father's Day

According to the United States Golf Assn., proud parent of the U.S. Open, more than 110,000 hats will be sold this week at the USGA's giant merchandise pavilion at New York's Bethpage Black course—an average of 15 hats a minute. Besides the lids, said pavilion will offer more than 500,000 items sporting the 2009 Open logo, from ball markers costing $2 to signed art prints going for $1,350.

While the National Retail Federation estimates that Father's Day spending will decline by more than 4% this year—down to an average of $90.89 from last year's $94.54, based on a May poll—apparently that frugality won't extend to Bethpage Black.

Outside Bethpage, the 115- year-old USGA is harnessing digital media like never before so that dads, grads, and Joe average golf fan can access the event wherever they might be. DirecTV (DTV) has announced plans to offer viewers three additional channels to complement live coverage of the U.S. Open on ESPN and NBC (GE), the first time the service will be extended to all four rounds of the Open. One channel will have live coverage of two "marquee groups" (also streamed online each day at www.usopen.com); a second channel will continuously cover a specific hole live (most likely No. 17); while the third will feature live updates, interviews, and highlights.

The live video will also be available via a free iPhone app, and the Web site will include a live Twitter feed from inside the ropes.Visitors to www.usopen.com will be able to view flyovers and play the course virtually.

Further honoring Dad, the Golf Channel is wrapping up its Father's Day Dream Trip contest, presented by TaylorMade, that allowed fans to submit a story of 100 words or less recounting a "life lesson learned from their fathers, father figures, or golf mentors through the game of golf." The winner will be announced during the Golf Channel's Live From the U.S. Open telecast on Father's Day, June 21.

In the face of all this newfangled techno promotion, however, it's worth remembering that the U.S. Open's history in the New York area is about as old as it gets. When the 109th Open kicks off Thursday at Bethpage Black, the event will be the 22nd Open held in the New York region, a tradition that dates back to 1896, when the second U.S. Open was held at Shinnecock Hills. Bethpage is central to New York golf history—since the state park's first golf courses opened in 1935 (with a $1 greens fee, no less), the park's five layouts have hosted 17.1 million rounds, with the storied Black course averaging 35,000-38,000 rounds a year.

2. U.S. Open—Tiger vs. Phil V.09

With one of the main storylines coming out of Bethpage this week centered on the rivalry between the world's No. 1 golfer, Tiger Woods, gunning for his 15th major win, and New York crowd favorite Phil Mickelson, playing amid emotional revelations of a breast cancer diagnosis for his wife, Amy, it's instructive to compare the business and educational courses both players have constructed outside of the links.

Besides early efforts in worldwide golf course design and construction, Woods has mainly focused on his Tiger Woods Foundation, backed by Target (TGT) and other major companies. This month the Georgetown University Sports Industry Management (GUSIM) graduate program and the Tiger Woods Foundation have partnered to support a new "externship" course designed to "blend the fundamentals and culture of the Tiger Woods Foundation—including the Tiger Woods Learning Center and the PGA Tour AT&T National on July 2-5—with the academic and personal-development initiatives of Georgetown and the GUSIM curriculum," according to University releases.

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