Top amateur golfers compete in S.F. while reaping rewards of college sports' new world

San Francisco Chronicle​

a day ago

Jackson Koivun sure looked like a professional golfer as he navigated the Olympic Club's Ocean Course on Monday.
Koivun's crisp, white Auburn golf shirt included a Footjoy logo. His bag promoted Titleist, his equipment sponsor. He also wore an Old Republic logo on one sleeve and another touting Betterment, a New York-based digital investment platform.
That designation carries a different meaning these days, of course, in the era of Name, Image and Likeness (NIL) deals and revenue sharing. The striking transformation of college sports stretches beyond football to reach top golfers such as Koivun, a 20-year-old who grew up in San Jose.
So he and the world's other accomplished non-pros (technically) are openly displaying their corporate affiliations this week during the 125th U.S. Amateur in San Francisco – while they chase a prestigious title offering zero prize money.
'It's definitely a little weird,' Koivun said of that curious contrast, 'but it's the world we live in now.'
This new world hinges on marketing and name recognition nearly as much as tournament titles. Estimates of Koivun's NIL valuation range from $1.4 million (according to Essentially Sports) to $1.55 million (Golf NIL), a byproduct of two terrific seasons at Auburn. He swept the sport's major awards last year as a freshman.
Golf NIL's top 10 features largely the same standout college players who reside near the top of the world amateur ranking, including Michael La Sasso of Ole Miss and Virginia's Ben James. Also on the NIL list: Arkansas' John Daly II, son of the two-time major champion, and Florida's Luke Poulter, son of Ian Poulter, who won three events on the PGA Tour and 12 more on the European Tour.
Daly II and the younger Poulter are solid college players who clearly benefit from their dads' fame (Daly II has 212,000 followers on Instagram). The same goes for Tiger Woods' son Charlie, who has an NIL valuation of $2.5 million as a rising high school junior. (Daly II and Poulter are in the field at Olympic, while Woods is not.)
That's essentially a projection, though Koivun and James are among those directly benefiting now from the new landscape.
'NIL is great for us – it puts some money in our pocket, which is nice,' Koivun said. 'I'm just thankful I'm at a football school, because they bring in all the money.'
Koivun lived in the Bay Area until age 17 and spent all but his senior year of high school at Mitty. Then his family moved to Chapel Hill, N.C., in part so he could be closer to Auburn.
He's showing signs of becoming a PGA Tour star one day, in ways beyond his college success. Koivun has made six tour starts this year and finished in the top 11 three times, including a tie for sixth in one event and tie for fifth in another.
Put another way: He's giving sponsors reason to bet on his future.
James, who stands No. 2 in the world amateur ranking, played Monday's round dressed almost fully in Puma gear. (His caddie even wore a Puma golf hat.) Another key sponsor, Transcend Capital Advisors, has its logo prominently displayed on his bag.
James, a senior, acknowledged how much the college golf scene has changed in his four years at Virginia.
'It's a lot different, for sure,' James said. 'I don't know whether it's good or bad. … But it's cool to see so many young college guys playing so well at the highest level.'
Players such as James and Koivun hired agents in high school, a reality Koivun described as 'kind of crazy.' There's also this tangible effect of NIL: It probably plays a role in top golfers staying in school rather than bolt for the tour. (Just imagine what kind of NIL earning power Tiger Woods would have had at Stanford.)
Koivun said the ability to earn money as a college golfer offers some incentive to stay. He will return to Auburn for his junior year.
'I'm just going to go (pro) whenever I'm ready,' he said.
Poulter hired an agent only about two weeks ago, despite his surname and earning potential. His college career started slowly, in part because of a back injury, but he pocketed one victory and five top-10s last season at Florida, where he soon will begin his redshirt junior year.
Poulter posted an even-par, opening-round 70 on the Ocean Course, putting himself in good position heading into Tuesday's play.
'I've kind of been trying to play my game and let all that happen,' Poulter said of landing NIL deals. 'So now, because I've been playing a little better, it's coming. … Sometimes, people can get too engrossed in it and their golf suffers.'
Briefly: Koivun started strong, shooting 2-under 68 on the Ocean Course on Monday. … NHL referee Garrett Rank posted 2-over 72 on the Ocean. … The field will be cut from 312 players to 64 after Tuesday's round, with match play starting Wednesday on the Lake Course.