"If we can have something in clothing, something in wine, and one or two other areas, such as golf-course design, it could be interesting."

Paul Forsyth talks to Ian Poulter about how important winning the Open Championship would be in...uh, extending his brand's range of services.

He does not need telling that lifting the Claret Jug is more important than wearing it, as he has been reduced to in recent years, but success at Carnoustie would bring priceless exposure to his new clothing company, the first collection of which is to be launched in the days ahead. “I would love to win it,” he says. “For me, there is more to golf than just hitting balls at the minute. I’m seeing it from all angles. We want to try and grow the business, and winning a major would help that. It wouldn’t just be a two-minute fly-by.”

Whatever happened to the good old days when winning a major was just fun because it was, you know, a major?

The 31-year-old has invested a sizeable chunk of his not inconsiderable earnings in Ian Poulter Design. While an account with 60 professionals’ shops represents a cautious start, the grand plan is to be more than just a retired golfer when he grows old. “Who knows what the next 20 years will hold? The aim is to grow the other side of Ian Poulter, the business side. If we can have something in clothing, something in wine, and one or two other areas, such as golf-course design, it could be interesting. The business side fascinates me. Successful business-men fascinate me.”

You know I love how the golf course design part could be just one little subsegment of the brand extension.

Isn't it touching how today's touring professionals take the plowing and plundering so lightly?