Despite a lot of changes in the professional golf ecosystem, money continues to pour into the sport at the highest level. Why is that? What do brands get out of sponsoring events (big and small), and players (famous or not). We dive into what makes golf an appealing audience despite declining ratings, the decision to sponsor an individual player, using a title sponsorship as a vehicle for other business interests, the increased value around major championships, the unrivaled appeal of the Masters, and a lot more. If you enjoyed this episode, consider joining The Nest: No Laying Up’s community of avid golfers. Nest members help us maintain our light commercial interruptions (3 minutes of ads per 90 minutes of content) and receive access to exclusive content, discounts in the pro shop, and an annual member gift. It’s a $90 annual membership, and you can sign up or learn more at nolayingup.com/join Thank you to Titleist and the new GT Driver Lineup, ONE Protein Bars, and Rhoback. Learn more about your ad choices. Visit megaphone.fm/adchoices

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“What did the council decide on item 42?” — answered with the speaker and the moment.