His awareness levels with the general public rose from 16.3% pre-Masters to 38.5% after the event.

FORBES: Which Brand Will Win The 2013 Masters?

As well as bringing back the pre-2000 policy of awarding Masters invites to US Tour winners, Payne has also revived an Augusta tradition last seen in 2002 by persuading Arnold Palmer to serve as an honorary starter this year.

BBC: SPORT | Golf | Tour winners regain Masters bonus