Feb. 4, 1998 "Give the guy a cart," says Rick Burton, director of the University of Oregon's Warsaw Sports Marketing Center. "The PGA can't win this one. If they succeed in taking the golf cart away from Casey Martin, whose handicap isn't even in question, then they risk alienating every handicapped fan in the country. If they lose and pout, meaning they appeal, it's the same deal." Burton says the case could eventually diminish the organization's standing if disgruntled fans, including those without handicaps, turn their displeasure on the sponsors of PGA tournaments. "If fan pressure causes the big sponsors to pull their support, tournament golf could suffer," Burton says. He says the PGA should consider settling the case out of court and let Casey play on its second-tier tour. Burton is a former sportswriter, product marketer for Miller Beer and sports marketing executive. He is a current sports marketing consultant for various national and international professional sports leagues. SOURCE: Rick Burton, director of the UO James H. Warsaw Sports Marketing Center and marketing instructor in the UO Charles H. Lundquist College of Business, (541) 346-3297; e-mail, January 1998 index. Archive