The P.G.A. Tour’s newest playoff series, the FedEx Cup, climaxes this month at the tour championship, sponsored by Coca-Cola. Purists lament what they call the Nascar-ization of golf, with players who look like walking billboards. But you don’t hear the golfers griping about the extended-playoff system, which brings additional sponsorship opportunities, after all. Tiger Woods earned $12 million in prize money last year but $87 million from Accenture, Nike, and other sponsors. John Daly got $8 million for sporting the logos of Hooters, Dunkin’ Donuts, and TrimSpa.

But caveat sponsor: In 2002, Target and Callaway paid Ty Tryon more than $1 million to sport their logos. Tryon has never won a tournament. 

Hat
($75,000 and up)
Many players make the hat they’ll wear part of a clubs-balls-bag-apparel deal. As a rule of thumb, the front of the hat, with its prime TV exposure, makes up half the total value. Tiger’s cap is part of a clothing deal with Nike worth $29 million a year. Semi-star Luke Donald gets about $1 million a year to wear Mizuno’s logo on his cap, but that amount could quadruple if he wins the 2008 Masters. Golfers sell the sides of the cap for less than half as much as the front, and the back for as little as one-tenth.

Right sleeve
($10,000 to $1 million)
This sleeve is less precious than the left because it gets less TV time, but some marketers prefer it because it shows up on a right-hander’s follow-through. For lefty Phil Mickelson, whose right side faces the target, this is the million-dollar sleeve.

Chest pocket
($25,000 and up)
The best real estate south of the ears. You can get a no-name for the minimum, but even such second-tier stars as Luke Donald and John Daly can command $250,000 or more for over-the-heart coverage.

Shoes
($10,000 to $30,000)
Footwear is cheaper than you’d think until you stop to think: You see shoes on TV only when a golfer goes into a hazard.

Back of the collar
(up to $650,000)
Jim Furyk signed a three-year, $2 million deal to wear a Johnnie Walker logo here. (That’s Johnnie Walker menswear—hard-liquor logos are a no-no.)