This article is part of "The Business of Sports," a series on the teams, leagues, and brands turning competition into big business.

We're in the midst of a golf renaissance in the United States. Americans played a record 545 million rounds in 2025, according to the National Golf Foundation. Gen Z is picking up on what was long considered an old-money, old-people sport. The golf polo has become a status symbol among a certain type of striving guy. Golf courses and clubs are capitalizing on the links revival in a number of ways, and one of the most profitable is their merch. They know some of their logos are a hot commodity among those in the know, and the more exclusive, the better. They're catering to golfers who are seeking a lovely 18-hole day and looking to grab a collectible or 10 to

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