Princeton Information, a privately held technology staffing company, isn't the kind of firm you would expect to sponsor a professional golfer.

The PGA Tour attracts the biggest brands in American business, such as Nike ( NKE) and AT&T ( T). Manhattan-based Princeton Information employs 900 workers in nine U.S. locations and one in India. It took in $145 million in revenue last year. While it's not a global company, Princeton Information has jumped into the game by backing John Senden, a fifth-year pro from Australia who's ranked 122nd in the world.

We spoke to Justin Marcus, 39, chief operating officer at Princeton Information, about the company's strategy. He's also an avid golfer.

How did Princeton Information end up sponsoring John Senden?

Marcus: Back in 2007, a friend of a friend introduced me to a guy who worked for Goal Marketing. They represent sports figures with a specialty in professional golfers. Eventually, I met with Goal's CEO, who presented the concept and three or four of its guys, and we decided on John Senden.

Did you meet with Senden in person before making a deal?

Marcus: I did not, but I spoke to him and a couple of other players on the phone. He won the Australian Open and the John Deere ( DE) Classic in 2006. I knew who John was, even though I didn't know that much about him. Obviously, I couldn't afford a top-20 player; they were in the high six- to seven-figure range. We struck a two-year deal.

What do you get for your investment?

Marcus: No. 1, John wears our logo on his left chest in every U.S. tour event. The hat is the most expensive, and players typically have their club sponsor there. No. 2, we get him for a handful of corporate events annually. The PGA Tour stops in just about every one of our U.S. locations; that's where the real benefit is to us.

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