Woods, Mickelson Tee Off At U.S. Open

The USGA is ready to reap a major windfall from this week’s U.S. Open at Torrey Pines, with total revenues hitting an estimated $100M, with a profit of nearly $50M. The association certainly is positioned well for a big weekend, with Tiger Woods and Phil Mickelson paired for the first two rounds and drawing packed galleries, while NBC is expected to see significant ratings from its coverage that will run deep into primetime on Father’s Day Sunday. Meanwhile, look for a new ad campaign from the USGA, part of a $10M effort designed to "take some of the starch out of the game's image." In other news, the USGA holds a roundtable discussion on the effect of new media in golf, and its CMO Barry Hyde talks about innovations, brands and trends he likes in our “What I Like” feature.

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Supreme Court
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Brian's Song
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Feeding The Monster 
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Boston Scientific
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Real-ity Bites 
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