How CEOs Decide If a Golf Sponsorship Is Worth It
Golf sponsorship is big business—but some of its most important returns can’t be measured on a spreadsheet. Live from East Lake during the Tour Championship, Jimmy Roberts sits down with Coca-Cola President and CFO John Murphy and Southern Company Chairman, President and CEO Chris Womack. They explain how major companies evaluate golf partnerships, balance hard metrics against long-term brand value, and ultimately make the “go or no-go” decision on major investments. The conversation also explores Tom Cousins’ extraordinary transformation of East Lake, what the PGA TOUR’s eventual departure…