Anna Rawson

The LPGA is in crisis. The number of tournaments has fallen from 38 at the start of the decade, to 34 in 2008, to 28 this year -- with only 14 lined up so far for next year. Total prize money is down, from $60.3 million to $49.9 million, due in part to flagging support from corporate sponsors hit hard by the recession. Players are so worried about the future of the oldest organization in professional women's sports that they forced the resignation of Carolyn Bivens, its first female commissioner, in July. A search is on for her replacement -- and perhaps a new and fresh direction for the LPGA.

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Jeffrey Mayer/WireImageAnna Rawson, arrving at the ESPY Awards earlier this month, is a former model now making a name for herself on the LPGA Tour.

LPGA rookie Anna Rawson, the subject of an "E:60" profile airing Tuesday (7 p.m. ET on ESPN), has somehow thrived in this dismal landscape. She's picked up high-profile sponsorships with GoDaddy and the fashion designer J. Lindeberg despite a current ranking of 104th on the prize money list. How did she do it? Well, by exploiting her ample good looks. But also with a novel marketing plan that leverages her background as a runway model. The tall Australian writes a syndicated column in magazines around the world, offering golf fashion tips. She's built a provocative Web site that highlights her various interests, and she's a manic Twitterer. As much as any athlete on tour, the former USC golfer has embraced the notion that the key to selling the sport is attraction and connection.