Since his original involvement with the so-called Big Three of golf, Mark McCormack has earned a reputation as the great deal-maker. And as head of the International Management Group, this status has been well-deserved.

McCormack based his success on, among other things, the simple philosophy that you kept asking for more until somebody shouted stop. In this context, the annual rate of inflation was not considered to be especially relevant.

He had three original clients, Americans Arnold Palmer and Jack Nicklaus and the South African Gary Player. The last-named was determined that he would overcome his physical limitations - he stands 5ft 7ins and weighs 10st 3lbs - through every available means. In the process, he became a devotee of Norman Vincent Peale's The Power of Positive Thinking and frowned on cigarettes and alcohol, as well as tea and coffee.

He liked to eat bananas and wheat-germ; was an advocate of self-hypnosis and would wear black clothing so as to absorb the strength of the sun. Then there was his emphasis on physical exercise, notably press-ups. And most of all, he believed in the discipline of practice.

Given such a sportsman as a vehicle for prospective advertisers, McCormack could readily recognise that the package contained obvious limitations. For instance, Player could not be associated with cigarettes or alcoholic drink, which would have been major, publicly-acceptable products when the South African was at his peak during the 1960s and 1970s. But for any client of IMG, there were always options.

So it was that one of the most interesting deals in the context of tournament golf, was hatched in 1962. It involved Player and the California Raisin Advisory Board.

From the company's standpoint, the timing could hardly have been better, given that Player had won the US Masters title the previous year.

Later, in 1962, he would capture the USPGA title for the first time, so completing the third leg of the elusive grand slam of the four major championships. And he would be defending the Lucky Strike International Open and the Sunshine Open on the American Tour.

Initial negotiations resulted in the following letter being sent to Player on April 13th of that year.

"Dear Mr Player:

"This will confirm, in brief, your agreement with us, the California Raisin Advisory Board, whereby you will engage in certain publicity activities promoting the consumption of raisins.

"We understand that you are a golf professional, that you have in the past publicly eaten raisins on regular occasions, and that you will so continue."

The letter went on: "You will use your best efforts to publicize and promote the consumption of raisins, and will co-operate with us in any requests we, or our agent, may make in this connection.

"You have agreed to endorse the consumption of raisins in press, radio and television interviews, stating that you eat raisins for quick energy, general well-being, and because you like them.

"You will eat raisins publicly during the play of each golf tournament, in exhibition television golf matches and at other public events at which you appear. You will distribute limited quantities of raisins to the gallery prior to and after play and during practice, and will make raisins available to other golf professionals for their own use.

"We will supply you small packs of raisins without a brand name, in such pre-determined quantities as may be needed by you for the aforementioned purposes. It is understood that you will not publicize any particular brand of raisins."

Then came the nuts and bolts of the deal, which were outlined thus: "The initial terms of this agreement shall commence on the date hereof and continue through December 31, 1962.

"You will perform the foregoing activities commencing April 1, 1962, through August 31, 1962. (We understand that you are leaving the United States during the fall of 1962.)

"We will pay you three hundred and fifty dollars ($350.00) per month for each month in which you play golf for compensation for the five-month period April through August, 1962. Any charges for brokerage or commissions arising hereunder will be borne by you, and the required United States Federal Income Tax on non-resident aliens will be withheld from each payment hereunder. (This withholding is currently at the rate of thirty per cent of compensation.)

"During the time this agreement is in effect, you agree that you will not use or authorize the use of your name or likeness in the advertising of any similar food product, nor will you perform publicity services similar to those s et forth in this agreement for any other similar product.

"During the time this agreement is in effect, we may use your name, likeness, or endorsement in the advertising or publicizing of raisins and the California Raisin Advisory Board and use the same for purposes of trade in connection therewith.

"You understand that in performing under our agreement, you will at all times be an independent contractor and not an agent or employee of the State of California or of the California Raisin Advisory Board."

The letter concluded: "We shall have the option to renew this agreement, on the same terms and conditions, including price, for the 1963 US golf season.

"If we decide to exercise this option, we shall so notify you on or before the commencement of the option agreed. You will notify us of your plans with respect to the 1963 golf season prior to the commence of the season."

The agreement was signed by Donald C White, manager of the California Raisin Advisory Board and approved by the state's director of agriculture. And Player's promotion of raisins was under way.

According to McCormack, everything went well for a while. Packets of raisins were brought by Player into tournament locker-rooms throughout the US and were distributed to his fellow professionals, presumably whether they liked raisins or not.

We are also told that Player entered into the entire operation with predictable enthusiasm, even though his monthly reward of $350.00 was somewhat modest compared, for instance, with the $20,000 he received for winning the 1961 US Masters.

However, it must be remembered that contracts of this nature were in their infancy at the time and, modest as it may have been, the monthly payment was still welcome pin money.

But the deal was short-lived. McCormack seemed somewhat vague on detail but it appears that everything unravelled when Player headed south of the US border to compete in a tournament in Mexico. It seems that customs officials were decidedly curious as to what a professional golfer was doing with large quantities of raisins in his possession. Especially when they were subject to import duty.

So the raisins were abandoned at the border post. And McCormack looked elsewhere for another product which might benefit from the rather special talents of the feisty South African.