This year’s Masters was filled to the brim with captivating story lines. Many viewers tuned into see if Tiger Woods would tie the record for most consecutive cuts made. Others tuned in to see the return of many familiar names that previously left the PGA Tour for the controversial LIV Tour. No matter what attracted viewers to the anticipated event, many were shocked to find an unfamiliar name with an amateur designation near the top of the leader board throughout the weekend, Sam Bennett.
Bennett is a fifth-year Texas A&M collegiate golfer and the 2022 winner of the U.S. Amateur. Despite his collegiate success, he entered the Masters with little to no name recognition, focused on the honor that it was to play Augusta National. However, Bennett very quickly garnered the respect of the pros and admiration of the patrons. His historic run included holding second place after the first two rounds and ultimately finishing tied for 16th.
Perhaps, even more surprising than Bennett’s historic finish is the fact that he will not receive any of the prize money that he earned. If not for his amateur status, Bennett’s 16th place pay out would have been worth $261,000. Notably, the Masters Tournament requires the US Amateur winner, runner up, and any other amateurs who get invited to retain their amateur status for the tournament. While these amateurism rules have been in place for some time, they appear to be even more confounding in the current NIL era. Questions surrounding the definition and purpose of amateurism and the prohibition on “pay for play” discussed in NCAA v Alston, have quickly resurfaced, especially after Bennett has demonstrated his professional caliber talent on one of the biggest stages in his sport. It is also worth acknowledging that USGA, the governing body that runs the US Open, has recently revisited their amateurism rules and allow for certain exceptions where a golfer qualifies as an amateur and decides to become a professional prior to the tournament. This may be an option for Bennett as he prepares for the US Open later this year.
Fortunately, thanks to NIL endorsement money, all is not lost for Bennett. After his extended on-screen time at the Masters, during which viewers learned about the inspiring and heart-felt story of his late father and marveled at his maturity and poise from round to round, the collegiate under dog is expected to receive up to seven figures in future NIL endorsements. Despite the role that endorsements have always played in golf, collegiate golf does not have a clear marquee NIL player. That role may now belong to Sam Bennett. Even though his amateur status required him to leave Augusta empty handed, he is poised for a very profitable future of NIL endorsements for the remainder of his college golf career.
