Golf is standing on a precipe.
The Tiger Woods era is over, there is more competition than ever for people's interests - and the attention spans of today's youth don't want to spend time playing or watching 18 holes of golf.
The next generation of the world's best golfers are fantastic players - but between Rory McIlroy splitting opinion by speaking his mind, and Jason Day literally taking a full day to mentally prepare for each shot, golf doesn't have someone of the presence of Tiger Woods anymore.
Which is why Andrew 'Beef' Johnston is so important. The English golfer, who isn't unlike Shane Lowry, has been gaining a huge popularity on tour this year.
He's not your average golfer. He plays his own way, enjoys his life, and wants you to have a smile on your face at all times. He is as different to today's golfers as Happy Gilmore was.
Beef first came to prominence in April when he won the Spanish Open. The English golfer was himself in his victory speech, proclaiming that he can't wait to celebrate by getting hammered:
#Beef 😂 😂 https://t.co/miXd9mrPQm
— DP World Tour (@DPWorldTour) April 17, 2016
Sound familiar?
Everywhere's he has gone, he's gathered followers just by being himself. He's not afraid to be different, and while it may not be the Happy Gilmore swing - like Happy - he likes hitting meat wrapped in bread with his driver:
Face swaps, BBQ, and massive beards. @BeefGolf brings all of the fun to golf!https://t.co/thFbt54LR6
— FOX Sports: PROcast (@PROcast) July 20, 2016
Because of this, he's actually got an endorsement with Arby's restaurant in America. Hmmmm...
He's even brilliant on twitter, and isn't afraid to interact and share with his followers. Leading to these sorts of tributes:
Made Tate an extra burger for lunch tmrw and he wanted to go out & do this w it instead. Just like @BeefGolf pic.twitter.com/dPcWVciXNV
— Andrew Price (@StubbyPrice) July 22, 2016
But, why is he called Beef? Why is Happy called Happy?
.@BeefGolf expains where his nickname came from 🍔 🍔 🍔 🍔https://t.co/T0kfFMHsRx #TheOpen pic.twitter.com/86ApkN5FJe
— BBC 5 Live Sport (@5liveSport) July 13, 2016
There's even a story of how he got "Beef Head" tattooed on his back after getting drunk when he was 16:
No EU. No Euro 2016. At least England still has @BeefGolf.https://t.co/XoR7Hk3JVe
— Skratch (@Skratch) June 29, 2016
And that's just guy that he is, he just went with it. Leading to this beautiful wedge with seven different types of beef on it:
Also got a new wedge today. Wat do U think pic.twitter.com/Qut2tgymqi
— Andrew 'Beef' Johnston (@BeefGolf) June 15, 2016
Beef was magnificent during the recent British Open - he was fourth going into the final round before faltering a little a finishing in eighth. But he got more screen time than most of the other chasing pack.
Why? Because BEEEEF
Be(ef) yourself! pic.twitter.com/UvFCm6bCuT
— PGA News Feed (@PGANewsFeed) July 27, 2016
Even Stephen Jones loves him.
He's the character to bring in new viewers to the sport, that is clearly flagging and in need of someone to spark interest.
Golf needs Beef, and we need him to keep being himself.
He doesn't even mind people shouting weird things at him:
All we're missing is for him to turn around to Phil Mickelson on the back nine on Sunday and say...
