Sam Bennett may not have been eligible for a significant prize payout for his performance at the Masters, which placed him on the first page of the scoreboard, but that doesn't mean he will be returning home empty-handed.
In addition to being a lock to finish low amateur, Texas A&M's fifth-year senior has probably locked up seven figures in future name-image-likeness (NIL) endorsement money that collegiate athletes and amateur golfers can now cash in.
"What kind of TV time is Sam getting today? the publicity his tale is receiving and the interest his social media accounts are receiving? Going ahead, I would think it will be worth at least the high six figures—and maybe the seven figures—for him," adds Fedlam.
Bennett clearly benefits from his own excellent performance as he shoots consecutive 68s to qualify for the third round final pairing with Brooks Koepka and Jon Rahm on Saturday and into Sunday.
Before the week began, the sponsors who signed up with him actually won the lottery. Veritex Bank, Cap Fleet, Suncast, Johnnie O, and Ping all receive at least eight hours of prime Masters television exposure.
Instead of tournament places with prominent on-course signage, Bennett's logos mostly compete with those on the other players in his group.
In addition to the advantages of television exposure for a sponsor, Bennett's underdog tale is one that everyone wants to follow.
Fedlam says. "He is motivating his followers to look up his name on Google to learn more about him, which directs them to his social media pages where he has been praising his sponsors. According to conservative estimates, that's millions of dollars' worth of exposure.
Bennett's narrative does indeed include the heartbreaking but inspirational tattoo he wears on his left forearm—a message his dying father left for him before his death in 2021.
There haven't been any well-known NIL athletes in golf like Texas football player Bijan Robinson or LSU gymnast Olivia Dunne, who have amassed millions of dollars before even starting their "professional" careers. Fedlam counters that golf is ahead of many sports in that every player is already familiar with the NIL game.