U.S. Senior Amateur Presented by Cialis?

Multiple sources say the USGA is actively seeking "Presented by" sponsorships for some of its championships. 

This is not a huge surprise since the March hiring of USGA "Chief Marketing Officer" Barry Hyde, who according to the press release announcing his arrival "has spent the last 15 years in golf marketing, including the last four years as vice president of global sponsorships and events for MasterCard International."

So... 

Is the USGA having financial problems? 

Are they looking for more ways to add to its war chest for an equipment battle (right!)? 

Is this to appease NBC and deliver a significant buyer of ad time? 

Or are those in the executive ranks simply so enamored with the bottom line that they're willing to sell the soul of the organization?