Don't be lulled by the folksy tales of pimentocheese sandwiches and free parking: The Masters is a thoroughly modern, high-tech, sponsorship-soaked event, eager to wield its influence.
"Surely, by now, visions of dogwoods and azaleas are dancing in your head and you can almost taste the pimentocheese sandwiches, " Golf Pride says in promoting its new, limited-edition, green-and-white grips.