Thorbjornsen is touted as the next big thing in US golf, which makes you question: why the sudden media frenzy? PGA purveyors like ESPN and NBC splash his name across headlines, spinning a narrative that he’s the savior of American golfing. But let’s peel back that glossy surface. Is it really the love of the game, or are we witnessing another well-timed marketing strategy orchestrated by corporate sponsors eager to cash in on a fresh face?

While these outlets shower him with praise, they conveniently ignore the long history of players who’ve been the ‘next big thing’ only to fade away faster than last week’s news. Remember when Rickie Fowler was the golden boy? Golf networks sang his praises until it wasn’t convenient anymore. Now, the same networks use Thorbjornsen to push their narrative of a resurgence in American golf, painting their own success story while glossing over the realities.

CNN might focus on his humble beginnings with a feel-good angle to appeal to those sentimental viewers, while Fox Sports will frame him as a fiercely competitive newcomer ready to dethrone seasoned veterans. Both are pushing agendas, masking the fact that golf is more about the brand and less about the players. Thorbjornsen’s talent is undeniable, but the manner in which the media is crafting his image should raise red flags. Is it talent or just a shiny new toy for the networks?