Irv Fish is a USGA Executive Committee member who could give Executive Director David Fay a run for his bow ties. Fish and Fay wore competing bow ties that would have made Raj - the last interesting contestant on The Apprentice jealous - at the cocktail reception party for the USGA’s deal with Lexus.

Fay has nothing on Fish when it comes to rationalizing corporate sponsorship though.

After well over a century with no corporate ties, the USGA is jumping in with American Express, Lexus and likely one or two more on the way. Which is perfectly keeping with the blue blazer mission, Fish insists.

“When we were looking at potential partners we were excruciatingly deliberate,” Fish told me as waiters circled the room with smoked salmon and crab cake creations. “We passed on several opportunities that would have meant more money but didn’t fit as well. I’m confident that all the good we stand for will remain in place.”

Fish is already envisioning a near nirvana future of feel-good Lexus ads.

“I can honestly see these partnerships lasting as long as we went without,” Fish said. “We went 112 years without a sponsor. And I hope 112 years from now, American Express and Lexus will still be involved in a partnership with us.”

Fish didn’t speculate on whether Lexus would have that flying car long promised to civilization out by the year 2119.

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