There won't be any fat cat, Jerry Maguire corporate types lounging in sponsor tents at Augusta National. (Or renting homes for upward of $10,000 a week.) No "brought to you by" commercial interruptions. Because of the controversy over Augusta National's all-male membership policy, the club decided there wouldn't be any commercials during coverage of The Masters on USA Network and CBS. Just pure golf among the azaleas and the dogwoods. The only ads seen will be on international broadcasts. "There's no other major sporting event that has the ability to do what they're doing. They're making up their own rules," says Jim Andrews, editorial director of IEG Sponsorship Report, a newsletter that tracks corporate sponsorships. Augusta National chairman Hootie Johnson dropped the three U.S. TV advertisers — Coca-Cola, Citigroup and IBM — to protect them, he said, from Martha Burk, chair of the National Council of Women's Organizations (NCWO), who's leading the charge to gain club membership for the first woman.

The bold decision was unprecedented in the world of pro sports — and expensive. Johnson's decision is costing the club an estimated $7 million in revenues this year, say sports marketers. An Augusta National spokesman declined to comment. Coca-Cola did not send its usual group of executives and guests this year, about 100 people. And Cadillac, demoted after 34 years from a sponsor in 2002 to providing cars for the tournament, is not even doing that this time. Augusta National is renting cars from Enterprise. Identity in flux, or crisis? Is this year's format a one-shot deal? Or will The Masters seek to carve out an identity as the only non-commercial, self-supporting entity in pro sports? The Masters already had built an image over the decades as the most non-commercial major event in pro sports, allowing only four minutes of commercials per hour. But that image, says former CBS Sports president Neal Pilson, now a TV sports consultant, is being dragged through the mud by Augusta's battle of the sexes.

"For years, The Masters has been the symbol of true sports on TV, free from commercial intrusion," Pilson says, "even more so than the Olympics."acnl hoodies Here are some scenarios being discussed for the elite, 300-member club that boasts the likes of golfer-businessmen Jack Nicklaus and Arnold Palmer, Microsoft chairman Bill Gates, Berkshire Hathaway CEO Warren Buffett, U.S. Rep. Amo Houghton (R-N.baby vest extenders wholesaleY.) and William Farish, U.S. ambassador to Great Britain:vw t5 hoodiesJohnson told Sports Illustrated in November that he can stage The Masters without sponsors "indefinitely." calvin johnson megatron hoodie for sale

Augusta National is, in fact, a for-profit entity that's "swimming in money," according to Curt Sampson, author of the tell-all book, The Masters.northumbria university hoodie size Every year, Augusta National Inc. takes in millions in revenues from TV rights, ticket sales (or "badges" for "patrons," in the club's vernacular) and such licensed merchandise as hats, shoes, gloves and umbrellas.suc hoodies The club is so flush it has never charged close to what it can get, according to Andrews, for everything from U.S. and international broadcast rights fees to membership fees to its famous "pimento cheese" sandwiches. hoodies meidenThe club also donates to charity: $3.3 million in 2002, $15.5 million the last five years. "They certainly make decisions as if they have a lot of money," Andrews says, "and don't have to worry about generating a lot of annual revenue."

The powerful members of Augusta are used to getting their way, all the time. The solo approach would save them the headache of meddling sponsors. Both Coke and Citigroup were "leaning" on the club about the women's issue, says Andrews, before Johnson cut them loose. Sampson predicts the club will make a ton of money from sales of licensed gear in this, the year of the great Hootie vs. Martha battle. "Anything with 2003 Masters on it is sure to be a collector's item," he says, laughingly.This is viewed as the most likely scenario. But would they be the same sponsors? And if companies like Coke, IBM and Citigroup drop out — all three declined comment on future interest in The Masters — would the tournament still attract blue-chip corporate names after the public relations debacle? Burk doesn't think so. "The sponsors will never come back unless they're Hooters," she says. "The responsible corporations of the world won't touch them until this thing is settled." Andrews counters that companies would come running with their checkbooks open if "Hootie said the Masters is open for business" again.

"They would take the same position as CBS: We'll take the hit from Martha Burk just to have the association with this prestigious event." As Johnson told SI, "I really think that we'll have sponsors again, maybe in 2004."These are considered last-ditch options, if CBS or other broadcasters bow to pressure from the NCWO and decline to air Masters telecasts. But Andrews believes the chances of that are unlikely, as there will always be broadcasters willing to air The Masters for its high TV ratings. Plus, "Nobody at Augusta wants to be the Grinch who says you have to pay $19.95 to watch this beloved tournament."The Masters will be broadcast commercial-free next year.It's not because Augusta National has decided it doesn't need sponsors. It's because the club says it wants to protect them.Under pressure to admit female members, Augusta National Chairman Hootie Johnson announced Friday that the 2003 tournament will be conducted without any sponsors. The move was a pre-emptive strike to avoid having previous tournament sponsors pulled into the controversy.

Johnson informed IBM, Coca-Cola and Citigroup that the Masters "will not request their participation" on 2003 telecasts. Those companies, as well as broadcast partner CBS, operate under one-year deals with the club.The decision is part of the fallout from a National Council of Women's Organizations' request that the all-male club admit female members. Johnson reacted harshly, saying he wouldn't let outside forces dictate the club's membership policies.In his statement Friday, Johnson said he wouldn't allow Masters' sponsors to become "a target" as the matter festers."As we predicted several weeks ago, the National Council of Women's Organizations has launched a corporate campaign against the Masters tournament and Augusta National to immediately invite women to join our club," Johnson said. Augusta National is the NCWO's true target. It is therefore unfair to put the Masters' media sponsors in the position of having to deal with this pressure."NCWO President Martha Burk could not be reached for comment.

The companies declined to elaborate on their position.Coca-Cola spokesman Ben Deutsch acknowledged receipt of a letter from the NCWO, but said it was not threatening."We had discussions with Augusta National officials and they recently informed us of their decision to conduct the tournament without sponsors," Deutsch said. "We enjoyed our one-year sponsorship of the Masters and we wish them well."There is speculation that the NCWO could shift its pressure to CBS. An estimated 4.3 million women watched the Masters last year. The NCWO could request that women not watch the tournament next year, and perhaps boycott other programming on the network.CBS didn't seem concerned about the prospect Friday. Like the sponsors, the network limited its comments."The tournament is the most-watched event in golf," CBS spokeswoman LeslieAnne Wade said. "It is covered by every major media outlet in the world. We will again provide coverage of the tournament."This time, however, without commercials. Augusta National might be the only entity in sports that could hold an event without sponsors.

The club always has restricted their involvement, limiting CBS to four minutes of commercials per hour. Augusta National has a longstanding tradition of not wanting the broadcast to be cluttered with interruptions.Going without commercials next year isn't expected to have a major impact on Augusta National. The Masters never has been about money for the club, which has extremely deep pockets.The tournament keeps ticket prices ($125 for the week) and concessions comparatively low for such a major sporting event. The club never has put the Masters up for bid among the networks. CBS is the longtime rights holder.To compensate CBS for its loss of advertising, Augusta National is expected to waive the rights fee for the 2003 tournament. Because of the limited commercial time, the Masters never has been a huge moneymaker for CBS. It is, however, a trophy event because of its exposure and prestige.Johnson reiterated that it's possible the club eventually will admit a female member. He will not be "bullied" into it, and it's highly unlikely it will happen before next year's tournament."