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Photos: best merchandise at the 2023 tour championship in atlanta, share this article.

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ATLANTA — The merchandise tent is one of the coolest places on property this week at East Lake Golf Club, home of the Tour Championship and the finale of the FedEx Cup.

Fans are literally hanging out there for the air conditioning. With temperatures expected to be in the upper 90s every day and the heat index to hit triple digits, I bumped into some friends on Wednesday who were doing just that — a veteran move if I’ve ever seen one.

But while fans are enjoying some cooler climes, they are also shopping with a plethora of brands to choose from —Peter Millar, Nike, Puma, Under Armour and adidas among the big names as well as Lululemon, Johnnie-O, Bobby Jones, Levelwear, TASC, Barstool Sports, Trap Golf, Ahead and Pukka. All your usual favorites can be found. Check out some of our favorites here.

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Golfbet Insider: Tony Finau poised to end longshot trend in Mexico

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Some betting trends offer an opportunity to apply new information in pursuit of future profits. Others, though, are more about correlation than causation.

So can we expect that to continue this week at the Mexico Open at Vidanta? Perhaps not.

Take, for example, the Farmers Insurance Open. All eight winners at Torrey Pines from 2011-18 played the North Course in the second round. Eight in a row! Surely there’s something to that, right? Five of the last six champions took their one turn on the North in the opening round. Things have balanced out.

The moral of the matter is that the current trend is only a trend by definition, not application.

So as it pertains to Mexico, defending champion Tony Finau has stretched out to +800. Jump all over that. He was +750 last year when Jon Rahm was also in the field at +250 as the defending champ. As Finau expressed to the media on Tuesday, his family loves the area and his game is built for Vidanta Vallarta.

Raul Pereda (+750 = Top 40) … Of the eight golfers in the field from the host nation of Mexico, the 27-year-old from Córdoba is the only one not in via a sponsor exemption. He gained entry on merit as a card-carrying member of the PGA TOUR.

Pereda’s improbable climb was activated by a nice season on what was then PGA TOUR Latinoamérica in 2023. He then scaled from the second stage of PGA TOUR Q-School presented by Korn Ferry and into a top-five finish in the final stage.

Rookie Raul Pereda's journey to the PGA TOUR

Prior to his rookie campaign, for which he’s 0-for-2 thus far in made cuts, his only start on the PGA TOUR resulted in a T60 at last year’s Mexico Open. So, he’s warm both as a newly-minted member and a returning participant at Vidanta Vallarta.

“Last year really brings me a lot of good memories where I can feel comfortable around the course,” Pereda said to the media on Tuesday. “I can slap it around, but I'll make a lot of putts this week.”

He’s also noticed the changes in store with the shift from late April to the second half of February.

“I think the course is playing different than last year a little bit,” he noted. “I think the wind direction has changed due to the time of the year that we're playing. It's softer, but definitely, the course is in great condition.”

My take: First, as it concerns the wind, any push will be from a similarly westerly direction, but by no means will it be as strong as it was in any of the four rounds in the later date last year. So, that’s a non-starter.

Somewhat surprisingly, he omitted his success through three rounds last year. He was T17 entering the finale, so the combination of that effort as a non-member in his PGA TOUR debut with what he’s gained from his achievements since easily serves enough reason to add this prop to your card and especially at that price. No, we can’t necessarily expect him to put four rounds together quite yet, but when it happens, it makes the most sense to occur at Vidanta Vallarta.

Lastly, with putting surfaces slowed to 11 feet on the Stimpmeter, guys with less experience at this level should play up a bit. Slick greens tend to separate the best in the world from those chasing the best. So, if anything, seasoned PGA TOUR members will be adjusting to greens with which Pereda is more familiar.

John Swantek and Rob Bolton on Talk of the TOUR

Power Rankings Wild Card

Taylor Pendrith (+125 = Top 20) … For the uninitiated, I’ve never looked at odds until after my Power Rankings publishes. In a week like this, that might seem like a lie because 11 of the shortest 12 on the outright board at BetMGM can be found in the Monday staple, but avid fans and loyal readers aren’t surprised. That’s just how the field shakes out at the Mexico Open at Vidanta.

The omission of the dozen is the 32-year-old Canadian. While it’ll appear to you like split hairs, the primary reason he didn’t populate the Power Rankings is because he took the last three weeks off. Yet, when you run it back, he has two top 10s in three starts this season and five top 15s in his last seven starts across the last four months.

There’s an argument to be made that the field at Vidanta Vallarta matches up very well to a few of the others where he’s made noise of late, yet BetMGM still has plus value to a “mere” top 20. He finished T30 in his tournament debut last year.

NOTE: Not everything needs a setup. For a variety of reasons, these lines are too enticing to ignore.

  • PARLAY: Keith Mitchell, Thorbjørn Olesen, Patrick Rodgers (+130 = All to Make the Cut)
  • Rafael Campos (+160 = Top 40)
  • Cameron Champ (+150 = Miss the Cut)
  • Pierceson Coody (+240 = Top 40)
  • Cristobal Del Solar (+150 = Top 40)
  • Tony Finau (+400 = in final group in the last round)
  • Chesson Hadley (+100 = Top 40)
  • S.H. Kim (+300 = Top Asian)

Returning to Competition

Carl Yuan (+125 = Top 40) … His last few months have been as wild as the action in his swing. A fruitful FedExCup Fall included a T6 (Sanderson Farms Championship) and a solo fourth (Butterfield Bermuda Championship), but he still checked up one spot outside the top 125. That was until he wiggled his way into the coveted bubble for fully exempt status in December . He paid it off immediately with a T4 at the Sony Open in Hawaii to open his sophomore season on the PGA TOUR, but he’s gone 0-for-3 since the most recent start resulting in withdrawal after one round of the WM Phoenix Open due to a sore neck. No one presents more speculation in his second appearance at Vidanta Vallarta (T55, 2023), which is why his prop for plus-money is tantalizing.

Notable WDs

Will Zalatoris … After his runner-up at The Genesis Invitational, he revealed that he learned of a death in his family on the Thursday of the tournament , so he’s attending to the personal matter now. The finish at Riviera lifted him to sixth in the Aon Next 10 for the Arnold Palmer Invitational presented by Mastercard .

Will Gordon … Despite his early struggles this season — he’s 2-for-4 in made cuts and without a top 40 — Vidanta Vallarta set up as a spot for him to find his game. His presence as a long-hitting ball-striker is a constant, but he also was poised to avenge last year’s final-round fade into a T24. He had started the day in fifth place.

The PGA TOUR is committed to protecting our fans. If you or someone you know has a gambling problem, the National Council on Problem Gambling operates a confidential toll-free hotline that you can reach by phone or text at 1-800-522-4700.

Rob Bolton is a Golfbet columnist for the PGA TOUR. The Chicagoland native has been playing fantasy golf since 1994, so he was just waiting for the Internet to catch up with him. Follow Rob Bolton on Twitter .

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Villegas named pga tour player council chair, will join policy board in 2025.

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Starting next year, the marathon PGA Tour policy board sessions will include a new perspective.

Camilo Villegas was voted chairman of this year’s Players Advisory Council by the PGA Tour membership and will become a player director on the circuit’s policy board beginning in 2025.

The five-time Tour winner beat Kevin Streelman, who had already served a term on the policy board, in voting that ended Tuesday. Villegas will serve his first term on the board.

Villegas, 42, will replace Jordan Spieth on the policy board beginning next year for a three-year term. Spieth stepped in late last year to serve out the remainder of Rory McIlroy’s term on the board after the Northern Irishman announced he was leaving.

Villegas will join Patrick Cantlay, Peter Malnati, Adam Scott, Webb Simpson and Tiger Woods as a player director on the policy board during a crucial time for the Tour. The board met Monday in South Florida for a session that lasted nearly seven hours to address a range of topics including the circuit’s ongoing negotiations with Saudi Arabia’s Public Investment Fund (PIF) to create a for-profit entity that would include the Tour, DP World Tour and LIV Golf.

Woods was added to the policy board in August 2023 as the Tour dealt with backlash from its framework agreement with the PIF and unlike the other player directors there is no term limit for the 15-time major champion.

Cognizant director says to 'buckle up, we're going to go fast and it's going to get even better'

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PALM BEACH GARDENS — With American Honda ending its longtime relationship with the local PGA Tour event , Palm Beach County was looking at losing its biggest sporting event.

Without a title sponsor, the tournament formerly known as the Honda Classic held in northern Palm Beach County for more than two decades, was in danger of being replaced.

"My first job at the Tour was selling title sponsors," said Matt Rapp, senior vice-president of the PGA Tour Championship Management division. "What I used to say, 'No title, no tournament.' "

Then the Tour stepped in, handing control of the event to its championship management division and signing a six-year deal with Cognizant as new title sponsor.

Now, the Tour is all in on making the Cognizant Classic in the Palm Beaches one of the marquee events on the schedule.

"The Tour was determined to make sure this event continued and thrived and the charities continued to receive their necessary dollars," Rapp said. "The Tour took it upon themselves to say, 'OK, if we're going to do this, then we're going to manage the event.' "

Championship management took over control of the event from IMG last year and is working hand-in-hand with Cognizant to grow it by boosting the field and continuing to help it thrive outside the ropes.

And it has guaranteed the Nicklaus Children's Health Care Foundation will remain the primary charitable beneficiary of the tournament, which it has been since 2007.

"We see this event quickly rising being brought up to that level we see in our other biggest events on Tour," Rapp said. "Often times it's not one big thing or two big things, it's maybe a thousand small things that make for a much, much better experience overall."

So what is the PGA Tour Championship Management division and how can this be the spark this event needs to r eturn to what it was for the first 10 years since moving to PGA National in 2007?

The championship management division oversees the Tour's biggest events. Among them, the Presidents Cup, Tour Championship, Players Championship, Sentry and St. Jude Championship, which is the first playoff event.

That means experience in building events from the inside out and then continuing to help them evolve.

This group employs experts in every important field, including ticketing, marketing, operations, tournament services and sales.

"When you look at the history of The Players … first stadium course, first course to have electronic scoreboards, first to have video boards, first tournament with an active Twitter," Rapp said. "A lot of innovations by design (because) the Tour is based there.

"Those facilities were built with the idea of how to stage the perfect golf tournament and we've been on that quest ever since. Now that we're overseeing this event you'll see those types of improvements. Most of them won't be visible this year. Next year it will look pretty dramatically different."

And none of this would have been possible without Cognizant stepping up.

"There are instances where big community companies will come together and make a bridge and others will come in," Rapp said. "But those things are short-term solutions, they can happen one, maybe two years. It doesn't happen very much any more. The numbers are too daunting.

"We thought we would get a title but thinking you're going to get a title and have somebody sign on the dotted line, a multi-year, multi-million dollar commitment … For the long-term success of an event, you have to have engaged sponsorship."

IMG ran the event for several years on behalf of Children Health Care Charities. IMG remains involved, but it now answers to the Tour. Although the event continued to grow under IMG's leadership when it comes to attendence, charitable contributions and build out, the field suffered in recent years, mostly a result of the schedule, which is set by the Tour.

Now, the PGA Tour taking over control of the event has to resonate some with the players and we have seen a major uptick in the field this year. But adjusting the schedule by adding a week between the end of the West Coast Swing and Cognizant, which starts the Florida Swing, is a huge factor.

"This has been only three months," said Joie Chitwood , Cognizant's interim executive director for 2024 who will be replaced by Todd Fleming following this year's event. "With this (year) under our belt in '25, '26, get ready. You're going to see us continue to look at ways we can change the experience, add to it. If there are more fans out there, we're going to get them.

"This event will continue to be a long-term stop on the PGA Tour schedule. It's not going anywhere. Get ready, buckle up, we're going to go fast and it's going to get even better."

Tom D'Angelo is a sports columnist and reporter at The Palm Beach Post. He can be reached at [email protected]. Follow him on social media @tomdangelo44.

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