Endorsement

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Corporate Exposure

by Ray Paulick-- Julius Boros led professional sports in a new direction in 1971 when he donned a hat bearing the logo of the Iowa appliance maker Amana during a televised tournament. He may have gotten nothing more than a Radar Range out of the deal, but Boros opened the doors to what is now a multimillion-dollar endorsement business for many professional athletes, including some jockeys.

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