Monday

Encore for Angel on a Magical Masters Sunday

His bio sounds almost too formulaic to be true; a Horatio Alger story that began in the hard scrabble barrios and caddie yards of Cordoba, Argentina and yesterday led to a permanent place in the Champions Locker Room at Augusta National.

As twilight descended on a picture perfect Easter Sunday afternoon, a burly, balding, grade school dropout was fitted for the fabled green jacket, after the most magical Masters in recent memory.

The course, much maligned in recent years was universally praised, the weather which has been know to be dank and dismal was bright and bracing, and there were abundant story lines featuring the most popular players.

Television ratings reflected the magic, on both ESPN, who's coverage of the weekday rounds were the highest in eight years, and CBS where the sudden-death playoff between Senor Cabrera, Kenny Perry and Chad Campbell resulted in a ratings win.

However it was online that the most dramatic increases in Masters coverage took place. Traffic to golf content on ESPN.com on day one of the tournament was up 36%, participation in their Masters Best Ball Challenge game was up 71%, and live streaming coverage of round one ESPN360.com more than tripled compared to the same day last year. The Masters own site with it's extraordinary interactive content - as well as other high profile golf sites - echoed that experience. And it was all pulled together and deseminated via Twitter, Blogs and Social Networks, creating what amounted to a viral, word-of-mouth marketing campaign for the fabled tournament.

And at a time when the golf industry's image has taken a major hit due to its association with high flying hedge funders and bailed out corporate executives, it was quite ironic to see a former Cordoba Caddy known as El Pato win golf's most revered championship.