AT&T golf fights for attention

PEBBLE BEACH, Calif. — The sports headlines dealt with Tom Brady. Of course. And LeBron James, naturally. Virtually nothing about the golf tournament at Pebble Beach.

Although, as a matter of interest, both Brady and his father, Tom Sr., have been entrants as well as longtime fans.

The Super Bowl is only a week and a half away, and isn’t that the biggest event in America? So how does any golf tournament, even one as historic as the AT&T Pebble Beach Pro-Am, escape the shadows?

And since we’re in a question mode, if you were starting a golf tournament and needed someone famous to get the attention, who might you choose?

You know this, but the world, including the world of sports, isn’t what it used to be and, glancing around, you suspect isn’t going to be again. All this was brought into focus of late.

It’s not an issue of quality or skill. Every one of those guys or ladies on the tours, golf or tennis, is so excessively talented it’s almost frightening. Even the people who can’t make it are brilliant.

It’s an issue of getting the rest of us to watch them. And ask for autographs. And purchase the products they endorse.

Do you remember when Donald Trump — yes, that Donald Trump — played in the AT&T in 1993, and even made a hole-in-one? Never mind what you think of his politics. He would have people lining the ropes.

Jordan Spieth is in the AT&T, having won it once and also having associated with the sponsor. He’s a great guy as well as a great golfer. He understands the difficulties inherent in building a tournament.

Asked if the tournament would lose too much if the amateurs were dropped (Spieth plays with singer Jake Owen), he answered in the affirmative. “I think it would — I think the ‘Am’ portion of this tournament is obvious. How old is this tournament? 75 years old or something. Back to the Bing Crosby. I mean, that’s what this tournament is.”

Elevated to attract the big boys, the AT&T requires golfers who make the tournament required viewing, on the course or on the tube.

This is not unique. Back in the time where the top players were Sam Snead and Ben Hogan, or Arnie and Jack, the papers frequently reminded us who wasn’t there.

Tournament sponsors would scream, but hey, news is news, negative or positive. Reputations are not invented, they develop. Nothing is promised, but plenty is available.

You have to believe there will be more winners and more celebs, enough to make the Pebble Beach Pro-Am what it used to be. Even without Donald Trump.