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I don't know if you can compete with the NFL (though I also think the NBA is really great at advertising). NFL appeals more to red America and NBA appeals more to blue America I think.
I’m not a fan of golf, but the PGA sticks out for me. Probably because I don’t play, or have close friends or family that do, their marketing sticks out as breaking through my disinterest. Not enough to actually interest me in playing or watching the game, though. Just enough for me to recognize they do a LOT of marketing.