Why Rolex only sponsors the Masters, not the entire PGA Tour

is not a lot. The strategy is only the best. Yes. A large share of the very best players. And that goes for individual athletes, but it also goes for which events they sponsor. I mean, I was talking to Ben Clymer at Hodinkee, and he pointed out that they don't just sponsor PGA Tour. They sponsor the masters. They're not gonna really mess around much beyond that, similar to tennis. Like, yeah, we'll do Wimbledon. Well and now they do all four grand slams. Ah, okay. So, yeah, arguably, tennis, you know, especially post Federer,

is even more iconic Rolex than golf is. They partner with many of the top top players in the world, but Federer really was transformational.