Rich Beem wasn't the only one who cashed in at the PGA Championship. Beem collected $990,000 in prize money and his corporate sponsors enjoyed an unexpected windfall of media exposure when the little-known golfer held off Tiger Woods on Sunday to win the last major golf tournament of the season.

	Rich Beem suddenly is the game's hottest golfer.

Beem wore an Uncle Ben's logo on his shirt sleeve, and also had it plastered on his golf bag and golf ball. Even his caddy had the famous rice brand's logo on his orange hat. The broadcast exposure was worth $315,000 in equivalent advertising time on Sunday alone, according to Eric Wright of Joyce Julius, a sponsorship evaluation firm.

Uncle Ben's signed Beem, 31, to a sponsorship deal before the 2002 PGA Tour season, when Beem ranked 129th on the tour's money list. With his victory Sunday coming on the heels of a win at The International on Aug. 4, Beem is now fourth on the tour with $2,633,722. Only Woods, Phil Mickelson and Ernie Els rank ahead of him.

Other companies that benefitted from Beem's exposure were Taylor Made, which had Beem touting its R500 series drivers on his hat and advertised his victory on its Web site on Monday, and Ashworth, which provides Beem with clothing but does not have him under contract.

"It was great exposure for us," said Chris Demarjian, Ashworth's director of sports marketing.

Scott Hudler, spokesperson for Masterfoods USA, Uncle Ben's parent company, said there were calls from fans on Monday inquiring about the orange Uncle Ben's hat that his caddy wore.

Alan Shipnuck, author of "Bud, Sweat and Tees: A Walk on the Wild Side of the PGA Tour," saw his book about Beem's rookie year on the PGA Tour gain new popularity. It started Monday at No. 29 on Amazon.com's Top 100 list. By 6 p.m. ET, it had climbed to No. 8.

Darren Rovell, who covers sports business for ESPN.com, can be reached at darren.rovell@espnpub.com.