“Arnie’s Army” is under siege.
Arnold Palmer has always tried to limit his battles to the golf course. He wants to fight only hooks and slices.
Yet at 71, and 28 years after his last victory on the PGA Tour, Palmer is involved in the biggest controversy of his career.
Palmer has been called a cheat and a sellout. He has had his role as honorary membership chairman of the United States Golf Association significantly reduced.
Even his legacy as the people’s champion, built on years of unprecedented success and salesmanship, has been called into question.
Palmer has been on the firing line ever since he endorsed Callaway Golf’s ERC II driver last October. The club, which does not conform to USGA regulations, remains a lightning rod for debate.
And nobody has felt the fallout more than Palmer, probably the most popular golfer ever.
“He was my hero, and it’s sad,” said Barney Adams, chief executive officer of Adams Golf. “He’s hurting his legacy, and he’s in the legacy business. I mean, to read articles that say `Arnie the cheater,’ that’s awful. I just hate to see anything tarnish his legacy.”
Palmer, who last year signed a 12-year endorsement deal with Callaway, maintains that he supports the driver for recreational play. The ERC II was purposely designed to exceed USGA limits for trampoline effect–how quickly the ball springs off the face of a driver. The result is longer drives, which Palmer contends will allow average players to “have a little more fun.”
Palmer also is quick to point out that golf’s other governing body, the Royal & Ancient Golf Club, has approved the ERC for use outside North America.
Fans, fellow players and golf purists have been outraged, however, that Palmer would lend his name–a venerable name in golf–to a product that goes against the USGA and its rules.
Palmer’s motives have been called into question. Though he has more money than he could ever spend, there’s a prevalent suspicion that Callaway bought his endorsement.
Said Wally Uihlein, CEO of Acushnet, parent company of Titleist: “If you’re that earnest about the recreational golfer, why did you not raise the issue about the needs of the recreational golfer in 25 years as a USGA spokesman?”
The criticism isn’t limited to rival equipment companies with an interest in tamping down the buzz the ERC driver has generated. Tom Watson, winner of eight majors and a noted purist, has come out sharply against Palmer.
“What Arnold did was very disappointing,” Watson said. “He crossed the line. Being a spokesman for the USGA, for him to say it’s all right to play by a different set of rules was wrong. He hit one out of bounds. He needs to go back and re-tee.”
The USGA obviously agrees. It has been under pressure from factions of its membership to take a stand against Palmer.
The USGA has decided to let Palmer remain as honorary chairman of the Members Program but says he will not be as “visible.” Palmer’s signature was not on a recent mailing to attract new members, and his name has been removed from the USGA yearbook.
“Until we get to a point where we do have a common understanding of the use of this non-conforming equipment, I don’t think we want him to be a real visible part of the association,” USGA President Trey Holland said.
Yet Palmer remains so popular that, to many of his fans, the bigger insult was the USGA’s clumsy handling of the situation. Though he has met several times with USGA leadership about the ERC, Palmer was not informed of the decision to reduce his role. The news came out when Holland mentioned it at a meeting of the Georgia State Golf Association.
Palmer hasn’t spoken publicly about the USGA’s move. He has limited his comments on the matter to a Jan. 8 appearance on the Golf Channel and a position paper that can be found on the channel’s Web site. Palmer is a founder and one of the owners of the Golf Channel.
Palmer has clearly been pained by attacks on his integrity. In his statement, he writes, “I have been surprised and, frankly, offended and hurt by the ugliness of some of the reactions to my views.”
Charles Mechem, a former LPGA commissioner and a close friend and adviser to Palmer, said the golf legend expected debate over the club, but he never envisioned it getting so personal.
“It’s hard to imagine the vitriolic nature of some of the comments,” Mechem said. “Some of the letters and columns have gone beyond the bounds of civility. Given Arnold’s record as a statesman and somebody who has given so much to the game, he deserved better.”
Callaway blames the USGA for fueling the anti-Palmer sentiment. The association has used words like “cheating” and “illegal” in reference to the ERC. The USGA said the club can’t be used for rounds submitted for handicap purposes.
Callaway spokesman Larry Dorman contends the USGA and others have misinterpreted Palmer’s stance. While remaining an advocate for the recreational golfer, Palmer believes there should be equipment limitations at the professional level.
Palmer does have a couple of heavy hitters in his corner. Gary Player and Jack Nicklaus have come out in support of their old rival and friend.
“I thought Arnold was treated unfairly,” Player said. “I thought it was unfair because all the equipment we are using today is illegal. I’m sad to say that the USGA, which I admire, has been very weak over the years in regard to equipment. You see the grooves on the clubs, the golf balls. Anything goes now. I can’t see how they can jump on Arnold. It’s frightening.”
Nicklaus is trying to take the heat off of Palmer. In December, he said use of clubs such as the ERC “opens a can of worms” and that players should use “legitimate clubs.” But in a recent interview with Golfweek, Nicklaus said: “Should we harness the technology for the average player? No. We should control the game for professionals.”
Nicklaus maintains Palmer’s objective is to bring together the USGA and the R&A to see if they can reach common ground on the issue.
The USGA, though, gives no indication of bending on the issue. Holland said Palmer would regain his status only if he changed his position on non-conforming clubs. That is unlikely to happen. When the flood of criticism first came in, Dorman says, Callaway gave Palmer the option of withdrawing his support for the ERC. He declined.
As a result, Palmer figures prominently in a Callaway brochure touting the club. The copy in the ad reads, “In tournaments, I’ll play the Hawkeye VFT (Callaway’s conforming driver). But when I play just for fun, it’s the ERC II.”
Mechem knows critics will be disappointed with his continued stance. That’s OK as long as they focus on the issue.
Personal attacks on Palmer’s integrity are another story.
“His reputation in this game is so strong,” Mechem said. “If people allow this to refute a reputation and legacy of his magnitude, then frankly there’s something wrong with them.”
