Abstract
This study explores how on-course performance and off-course endorsements jointly influence a professional golfer's total earnings. Using data from 99 players on the PGA Tour and DP World Tour, this paper analyzes the determinants of prize money using ordinary least squares (OLS) regression models (basic and logarithmic regression models). The results show that player performance is the primary driver of earnings and is statistically significant. In contrast, the influence of endorsement variables is quite unstable. Notably, the interaction between putting performance and endorsements is not significant, suggesting that specific technical skills do not directly translate into higher commercial value. In conclusion, the findings emphasize that while endorsements contribute to increased earnings, performance remains the decisive factor, and the relationship between performance and commercial returns is indirect and complex.
Advisor
Tian, Huiting
Department
Business Economics
Recommended Citation
Jiang, Yuxian, "How Does Performance and Endorsement Affect the Revenue of Professional Golfers" (2026). Senior Independent Study Theses. Paper 13501.
https://openworks.wooster.edu/independentstudy/13501
Disciplines
Business | Sports Studies
Publication Date
2026
Degree Granted
Bachelor of Arts
Document Type
Senior Independent Study Thesis
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