Money Flows Up

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Money Flows Up

January 20, 2013

Off-course deals funnel more than $400 million to the game's biggest stars

Dustin JohnsonSKINNY: A nice bump up in his TaylorMade equipment deal in 2012 combined with a distinctive persona make DJ a valuable endorsement partner who will spike up greatly with a major championship.2012 RANK: 17 ON COURSE: $4,269,527 OFF COURSE: $4,500,000 TOTAL: $8,769,527View this player's stats

Adam ScottSKINNY: Good looks still sell. Combine that with enough success on the golf course to keep his profile -- and winnings -- relatively high and add in a marketability back home and Adam is an Aussie ATM.2012 RANK: 14 ON COURSE: $3,800,286 OFF COURSE: $5,000,000 TOTAL: $8,800,286View this player's stats

Bubba WatsonSKINNY: Left-handed, a homemade swing, wickedly imaginative shot-making and he wins the Masters. What's not to like about this guy as a distinctive endorsement partner?2012 RANK: 40 ON COURSE: $5,512,036 OFF COURSE: $3,500,000 TOTAL: $9,012,036View this player's stats

Graeme McDowellSKINNY: Being a former U.S. Open champ never goes away. That's how he will always be introduced at corporate events. As one agent says, "It's like going from being Elton John to being Sir Elton John."2012 RANK: 21 ON COURSE: $4,601,827 OFF COURSE: $4,500,000 TOTAL: $9,101,827View this player's stats

Jim FurykSKINNY: One of the most underrated endorsement players in the game. Relentlessly consistent play -- even though he kicked away several events in 2012, he was on TV a lot -- and admirable charity work make him a valuable partner.2012 RANK: 22 ON COURSE: $4,075,472 OFF COURSE: $5,550,000 TOTAL: $9,625,472View this player's stats

Ryo IshikawaSKINNY: The on-course money remains low because he has yet to win on the much more lucrative PGA Tour, but the kid pulls in big endorsement dollars in his homeland as the best player in Japan.2012 RANK: 19 ON COURSE: $1,636,143 OFF COURSE: $8,000,000 TOTAL: $9,636,143View this player's stats

Louis OosthuizenSKINNY: Another example of how prize money has spiked in recent years with more bonus money and more unofficial money. His consistency and calmness are rewarded both on the course and off the course.2012 RANK: NR ON COURSE: $7,294,695 OFF COURSE: $2,500,000 TOTAL: $9,794,695View this player's stats

Justin RoseSKINNY: One of the players who cashed in playing both tours. Another rarity who made more playing than selling. A good guy who helped his profile with a great Ryder Cup.2012 RANK: 27 ON COURSE: $9,413,407 OFF COURSE: $3,750,000 TOTAL: $13,163,407View this player's stats

Sergio GarciaSKINNY: Even though he has yet to win a major and at times can have a prickly personality, he remains young, good looking and just edgy enough to be compelling without being off-putting. Also gets a ton of TV time.2012 RANK: 9 ON COURSE: $3,342,248 OFF COURSE: $10,000,000 TOTAL: $13,342,248View this player's stats

Lee WestwoodSKINNY: This is all about volume. The Englishman is as close to a NASCAR driver as you can find in golf with more logos than just about anyone. The fact that he is always on the leader board helps as well.2012 RANK: 12 ON COURSE: $5,866,484 OFF COURSE: $7,500,000 TOTAL: $13,366,484View this player's stats

Gary PlayerSKINNY: All of the original Big Three -- Palmer, Player, Nicklaus -- remain in the top 10. The Black Knight was the first of the world travelers, and that global reach makes him a valuable endorsement partner. Still signing new deals; added Humana this year.2012 RANK: 8 ON COURSE: $12,000 OFF COURSE: $14,000,000 TOTAL: $14,012,000

Luke DonaldSKINNY: Consistency is a valuable commodity. The more you contend, the more TV time that gets you and that translates into more endorsement dollars. This guy is always in the hunt.2012 RANK: 6 ON COURSE: $6,787,901 OFF COURSE: $7,500,000 TOTAL: $14,287,901View this player's stats

Greg NormanSKINNY: Probably the most-successful ex-player as a businessman, with an empire that includes course design, turf grasses, clothing, wine and more. The Shark logo sells product.2012 RANK: 5 ON COURSE: $78,710 OFF COURSE: $17,000,000 TOTAL: $17,078,710

Brandt SnedekerSKINNY: He makes the top 10 only because of the $10 million he earned in FedEx Cup bonus money. One of the rare players in the top 20 who made more on-course than he did off-course.2012 RANK: 45 ON COURSE: $15,427,444 OFF COURSE: $2,000,000 TOTAL: $17,427,444View this player's stats

Ernie ElsSKINNY: The big South African built up his endorsement value by becoming a globetrotting player. The more places you play, the more markets you open up for yourself.2012 RANK: 7 ON COURSE: $4,610,625 OFF COURSE: $14,000,000 TOTAL: $18,610,625View this player's stats

Rory McIlroySKINNY: His $7 million in off-course earnings in 2012 will spike nicely this year with a new Nike deal that will bring the 23-year-old $10 million to $12 million a year.2012 RANK: 11 ON COURSE: $15,582,782 OFF COURSE: $7,000,000 TOTAL: $22,582,782View this player's stats

Jack NicklausSKINNY: One of the highest-paid golf course architects, Nicklaus has only seen his profile grow in recent years as Tiger chases his record of 18 professional major championships.2012 RANK: 4 ON COURSE: $47,000 OFF COURSE: $28,000,000 TOTAL: $28,047,000

Arnold PalmerSKINNY: The man who, along with Mark McCormack of IMG, pioneered modern sports marketing still has one of the most-valuable names in all of sports. The King has overseas licensing deals he doesn't even know he has.2012 RANK: 3 ON COURSE: $40,000 OFF COURSE: $36,000,000 TOTAL: $36,040,000

Phil MickelsonSKINNY: When you have 40 wins, four major championships, a great smile and an engaging personality, the sky's the limit in endorsements. And, apparently, so is the tax rate.2012 RANK: 2 ON COURSE: $5,335,267 OFF COURSE: $40,000,000 TOTAL: $45,335,267View this player's stats

Tiger WoodsSKINNY: Lost a half-dozen endorsements following his scandal and tens of millions in off-course money, but bounces back in 2012 with new overseas deals and bonus money triggered by his three victories.2012 RANK: 1 ON COURSE: $9,124,386 OFF COURSE: $77,000,000 TOTAL: $86,124,386View this player's stats

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