Ernie Els
The public loves him, the press does, too, and ditto for the players. And what's not to like about an easy-going giant of a man who laughs, jokes, and puts you at ease? Els connects with people in a big way and I would argue that he, not Woods, is more popular in more corners of the world, because of his travels. The endorsements are many — Titleist has tied an anchor to him — and while some will question his jet-setting ways in search of golf competition, it truly adds to his mystique.

Retief Goosen
The public may think it knows him, but that cannot be possible. He is, after all, the unflappable "Goose," a golfer with such uncanny focus that he still doesn't know what the big deal was with Shinnecock in the fourth round of last summer's U.S. Open. In the aftermath of his three-putt on the 72nd green at the 2001 U.S. Open at Southern Hills, Goosen headed for a nap and I suggest no other player could have bounced back to win that playoff. The press doesn't find him electric, but so what? He's engaging when he wants to be, intelligent, and dignified at all times. He's got some key endorsements. More important, he's got his spikes firmly planted on the ground.

Phil Mickelson
The coverboy smile? Fans love him for it, but secretly, other players and plenty of media people are skeptical. Heck, before Spikegate, Vijay Singh went public with a statement wondering if it were the "real Phil?" Who knows? Mickelson surely doesn't care what other players think. Like Singh, Mickelson does not nurture friendships on Tour, preferring to simply practice his golf. Unlike Singh, Mickelson has his adoring public to keep him company, a fact that makes him an ATM when it comes to endorsements. He's got a glamorous lifestyle, but there's an undercurrent of contentiousness with the media, not that he cares. Mickelson is too comfortable in his own aloofness.

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Vijay Singh
There is a degree of respect extended Singh by the golf public, but mostly, he goes about his duties with very little commotion. Fans would rather chase after Phil or Tiger or Freddie or Big John. That, of course, suits Singh fine, because he doesn't care about publicity (or for Mickelson's spike marks). There are colleagues (Tom Pernice, Nick Price, Ernie Els, Jesper Parnevik) who swear by Singh; then there are colleagues who wonder why he has to be so cold. He said he likes doing commercials for Cleveland Golf, Titleist, and FootJoy, but the truth is, the endorsement offers aren't what they should be for a guy atop his sport.

Tiger Woods
You want eye contact, high-fives, and autographs? Go see Mickelson. You want no-nonsense golf and one-of-a-kind shot-making? Tiger's your man. His stone-faced persona must register, because he still attracts the biggest galleries. With his good looks, GQ style, and worldwide appeal, he's prime endorsement material, though he hasn't cheapened himself by selling everything that comes his way. Reporters pretty much know the answers they're going to get from Woods, but they appreciate him because he accepts his icon status to the point where he talks after every round he plays, no matter if the score is 64 or 76.

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