Dustin Johnson onboarded a new member in his growing 4Aces GC. An off-course change of 4Aces, Johnson’s long-time friend Chris Rosaasen, will replace sports attorney David Cornwell as the new CEO of the LIV Golf team. The newly appointed CEO offered hopes of turning the franchise profitable in a year. But netizens dub it as a gross exaggeration. 

Team format in golf has yet to find a loyal and core fanbase, and LIV Golf’s TV ratings evince that. The reactions to 4Aces’s new appointment also seem to point out that a large section of golf fans are not invested in the team yet. But for Dustin Johnson, it was a necessity to appoint his long-time friend as the CEO of his team.

Dustin Johnson endorsed the new CEO

Rosaasen has previously worked as the CEO of the apparel brand TravisMathew. But Johnson has shared a connection with him before. Rosaasen is the founder of ExtraCurricular, the current apparel sponsor of 4Aces GC. Dustin Johnson, as the 4Aces captain, also owns a stake in the team.

So for the LIV Golf captain, it was a no-brainer. But the newly-appointed CEO was surprised. He brushed it aside at first but “the opportunity was too good to turn down,” as he told Josh Carpenter of the Sports Business Journal. Previously, he was the CEO of the Omniverse Group, providing zero-waste and fully circular supply chain solutions. 

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Rosaasen will be part of the team board, which includes himself, Dustin Johnson, and three LIV officials. He will set the strategic direction of the team along with overseeing revenue, marketing, and future signings as well. The former TravisMathew CEO is also involved in recruiting a chief commercial officer for the team.

While Rosaasen sounds confident about finding sponsors—he is already in talks with three, including a global technology company—netizens are still skeptical. Previously, there were rumors of Nike pumping billions into Brooks Koepka’s Smash GC, but nothing came to be. This time, too, a large section of netizens feel it’s all an exaggeration.

Fans burst the Sponsorship bubble

By all measures, the 4Aces has been the most successful LIV Golf team. Dustin Johnson’s team, which includes Patrick Reed, Pat Perez, and Harold Varner III, has been the two-time team champion of the season. But that doesn’t make the teams any more interesting, as this fan called the claims of profitability a “lol. What a f*****g joke.”

Typically, in any team sports, the franchise relies on merchandise sales to generate a share of revenue. From that point of view, appointing a CEO with 20 years of brand-building experience makes sense. But a section of the fans are still confused about what this spells for the future. While this might be a “step in the right direction,” the end goal is still vague, as one of them noted. 

Interestingly, some thought there was no way LIV teams could turn profitable without violating tax laws. LIV Gof has faced questions from the Senate regarding its business operations. Some golf fans think this will open a can of worms as well. 

However, the lingering question remained: what happens if the LIV Golf teams turn profitable? The Saudi Sovereign fund chief, Yasir Al-rumayyan recently met the player directors of the Tour in Tiger Woods’s Albany resort. But will the PIF still be inclined to make a deal with PGA Tour? 

LIV Golf fans, though, saw this as a further vindication of the team format’s success in golf. This is the future of golf, as some pointed out. While others, like this user, wanted to remind everyone that this was always going to be the case. 

4Aces has been at the forefront of LIV Golf’s team business. Dustin Johnson took an early interest in making the team profitable. They were one of the few teams to land an apparel sponsor for the entire squad. The new appointment, coupled with 4Aces’s headquarters in Florida does indeed signal that LIV Golf and its players are heavily banking on the teams to turn profitable in the near future.

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