snaps.Goodwin and Olatoye subbed in for each other all aft

Arnold Palmer was one of the best golfers of all time, but he was also one of the best marketers ever.In his lifetime, he earned almost $7 million on the golf course. Off it? He made at least 50 times that.Without Palmer -- and his agent Mark McCormack -- Michael Jordan, who often gets credit for being the father of modern-day sports marketing, never would have been Michael Jordan.Corporate America was ready to turn MJ into what he became because, 30 years earlier, Palmer already was doing it.It was because Palmer was so good -- his smile in print, his convincing tone in commercials -- that companies continued to align with athletes.The ultimate testament to Palmer being the best? When his deals were up, competitors would pay more. A deal with Qantas airlines turned into a new one for United. A deal with Holiday Inn morphed into a bigger deal with upscale Westin. A tractor deal with Bolens wasnt renewed because Ford Motor Co. paid him more to endorse its cars and didnt want him competing with its tractor division.In 1967, Palmers appearance fee was $7,500 and his deal with Coca-Cola was $15,000.Palmer deftly navigated the world of appearances and endorsements so well that as his rates went up -- and were pushed by McCormack, who founded the agency IMG -- the guys who followed him had a greater starting point. Just like on the golf course.Today, when athletes turn pro, they or their agents trademark their names. Palmer trademarked his name, and that famous umbrella logo, in 1968.His versatility landed him endorsements with companies in almost every sector. He endorsed Heinz ketchup on a steak, L&M filter cigarettes, Allstate insurance, Pennzoil motor oil, cardigans, dinner jackets and even Japanese robes.That confidence didnt exactly exist when Palmer signed a deal in 1959 with Wilson requiring that should he give up golf he would have to return the clubs Wilson gave him.Palmer didnt just pave the way and yield to todays stars. He never stopped marketing.In the past 16 years, the value of his name was reaffirmed, as he was able to capitalize on the iced tea/lemonade combination that bears his name.Palmers name had been attached to the concoction since the late 1960s, but through a partnership with Innovative Flavors and Arizona Beverage Co., he capitalized on the drink.In 2010, it hit $100 million in annual sales. In 2015, it hit $200 million, single-handedly eclipsing sales of the diet version of behemoth Snapple.In the coming hours and days, it will be impossible for many to downplay Palmers contribution on the golf course. 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Los Angeles star goalie survived those perilous gymnastics with no problem, and he eventually backstopped the Kings to a skid-snapping win. Quick stopped 27 shots in his return from a 24-game injury absence, Jeff Carter scored the tiebreaking goal with 7:55 to play, and the Kings snapped their five-game losing streak with a 3-1 victory over the Vancouver Canucks on Saturday night. Cheap Adidas NHL Jerseys . Halifax beat the Saint John Sea Dogs 7-5 on the strength of two goals apiece from Nikolaj Ehlers, Matt Murphy and Brent Andrews. Jonathan Drouin also scored and had three assists while Zachary Fucale made 17 saves for the Mooseheads (16-8-0), who led 6-1 after two periods. FLOWERY BRANCH, Ga. -- Coach Dan Quinn appreciates how the Atlanta Falcons are positioned atop the NFC South, holding a one-game lead over Tampa Bay with two games left in the regular season.Now if the Falcons could just stop getting key players hurt, but Quinn is hardly despondent. Inexperienced players are stepping into big roles and impressing the coaching staff.I know were judged by what happens on Sundays, but honestly I thought the game from yesterday was won during the week, Quinn said Monday. It was the preparation that the guys put in and having that mindset to go for it.When Atlanta (9-5) visits Carolina (5-8) this weekend, linebacker DeVondre Campbell will not play after sustaining a concussion in Sundays blowout win over San Francisco.Quinn isnt sure of the status of tight end Austin Hooper, who left the game late with a knee injury. Campbells status, however, is a bigger concern for a defense that has already lost cornerback Desmond Trufant, safety Kemal Ishmael, linebacker Sean Weatherspoon and defensive end Derrick Shebly to season-ending surgeries. Defensive end Adrian Clayborn is likely inactive for a fourth straight week with a sore knee.Its rough and a bummer for those guys, Quinn said. We have a number of guys who are ready if called upon, so well take it through the week as we get ready to play.The Falcons hope that All-Pro receiver Julio Jones, out the last two games with a sprained toe, and cornerback Jalen Collins, sidelined against the 49ers with a knee injury, will be ready to play against Carolina.Despite Jones absence, Quinn was delighted how well Aldrick Robinson filled in with a team-high 111 yards receiving on four catches. The coach also praised C.J. Goodwin, a receiver-turned-cornerback, and Deji Olaltoye, promoted from the practice squad three weeks ago.All the gguys have been in the system long enough to know how we play, Quinn said.dddddddddddd. This is the technique we do.Without Hooper, the Falcons took another hit at tight end. Starter Jacob Tammes season ended in Week 8, which leaves only Levine Toilolo and undrafted rookie free agent Joshua Perkins as the lone players at their position.Without Trufant, the teams best defender, and Collins, a second-round draft pick last year, the Falcons used a four-man rotation at cornerback. Brian Poole, an undrafted rookie free agent who has started seven of his 14 games at nickel, played on every snap. Robert Alford, a full-time starter the last three years, took all but two snaps.Goodwin and Olatoye subbed in for each other all afternoon at the outside spot opposite Alford.Those guys have good length, Quinn said. The times we played them in man-to-man, they really showed up. We thought theyd play well. They were ready to go. Their coaches trust them, their teammates trust them.Improvement on defense has been a season-long quest. The Falcons allowed between 28 and 33 points over the first four weeks, but over the last four games, theyve forced more turnovers and opponents are scoring less.The emergence of second-year end-outside linebacker Vic Beasley, the NFL sacks leader with 14.5, and inside linebacker Deion Jones, one of the leagues most productive rookies, has been timely.Even when (the 49ers) got a few first downs, we made sure that we stopped them, safety Ricardo Allen said. Even though they got a touchdown or two, we kept playing the whole game and got our ball back to our offense and you see what they did.---For more NFL coverage: www.pro32.ap.org and www.twitter.com/AP-NFL ' ' '