“This is a watershed.”

Tod Leonard talks to the folks in San Diego about the inability to land a sponsor for the old Buick event, even though it's an almost guaranteed great rating and field. Apparently the inability to find sponsorship money has the tour's attention.

“I've seen it in the last 90 days. The PGA Tour is completely aware the world has changed,” said Tom Wornham, the chairman of the Century Club, who along with tournament director Tom Wilson has been entrusted with finding a new sponsor.

“This is a watershed.”

And now, the words every tour player dreads.

Over the next two years, the tour has around a dozen events that need to re-up with sponsors. If one of its premier events in San Diego is having so much trouble, what does that mean for everyone else?

It means the model will have to change. In a setup unique to major American sports, the golfers are their own bosses, and they're going to have to decide to take a pay cut, because the only way deals are going to get done is if the sponsors are paying less.

Wait Tod, the commissioner is talking growth. At least in September he was: "The increases have been slight, but we wanted to continue to grow. And our plan is to continue to grow. And that means purses and charity dollars."