The Open Championship at Carnoustie in Scotland looks nothing like the 1953 black-and-white version won by Ben Hogan. One of golf's four majors, the tournament is a world-class exercise in product placement. And golfers love it. Golf is an aspirational sport, game, pastime. Weekend choppers and hackers who carry a 20 index believe that the equipment they see on TV will help them score. And if it doesn't? At least an aspirational golfer can look cool at their local club. Sergio Garcia, the Open Championship leader on Saturday, is resplendent in "Clementine" (read orange) togs. Last year, Garcia wore "banana" colors on one of the tournament's four days, an ABC/ESPN commentator commentated. Logos for all sponsor brands are visible on player hats, sleeves, back yokes, shoes, bags, head covers, balls, and even the shins of their rain pants. Garcia has six logos of the adidas brand affixed to him. Imagine how many more golf clubs and accessories could have been sold in 1953 if Ben Hogan wore just one brand on his body.
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