A previous poster was correct when they stated that Freddie approached Star regarding promotion of the product This excerpt says it a little differently: Given his stature and popularity on and off the course, it made absolute sense to ask him to join our team as a Brand Ambassador. http://www.businesswire.com/news/home/20120215006055/en/PGA-Tour-Professional-Fred-Couples-Named-Brand#.U0rLSWIpCTk