AUGUSTA, GA – APRIL 09: Homorary Starter, Arnold Palmer of the USA hits the firs shot during the first round of the 2015 Masters at Augusta National Golf Club on April 9, 2015 in Augusta, Georgia. (Photo by Ross Kinnaird/Getty Images)

He is undoubtedly one of the most recognizable faces in the game of golf, and is still raking in the money at age 86. And, if you ask for his name at a restaurant or bar, you’ll get a nice blend of iced tea and lemonade.

Of course, we’re speaking of Arnold Palmer, whose name bears that of the PGA Invitational that will start Thursday at Bay Hill. As Golf Digest reports, Palmer earned $40,000,000 in 2016 though he hasn’t swung a competitive club in years. In 2015, Palmer would have ranked 4th on the Tour in total (on and off course) earnings.

Palmer’s earnings, of course, come in different ways than most currently in the game, though. As far as off course earnings go, Palmer ranks third, behind only Tiger Woods ($48 million) and Phil Mickelson ($50 million).

According to a 2014 article by Forbes, Palmer was listed as the second-highest paid retired athlete in all of sports. His Arnold Palmer line of drinks does huge numbers for AriZona Beverage Co., bringing in $200 million per year for the company. Other endorsements for Palmer include Callaway, Cessna, EZ-GO, Golf Channel, Golf Digest, Insperity, Ketel One, Kingdom Magazine, Lamkin, and Rolex.

It’s a big change from his playing days.

In 1967, Palmer was the first man to reach one million dollars in career earnings on the PGA Tour. According to ArnoldPalmer.com, his regular PGA Tour earnings in the U.S. amounted to $2,130,239, along with $2,277,972 on the Senior PGA Tour. His total competitive earnings amounted to $6,924,319.

These numbers are amazing, when you consider Tiger Woods became the first $100 million man in career earnings in 2012. To also put it in perspective, the 15th highest earner on the PGA Tour, Zach Johnson, brought in $5,728,154 on the golf course in just one year, according to Golf Digest. Jordan Spieth made $1.8 million just for winning the Masters last year. That’s 25 percent of Palmer’s career earnings as a professional golfer.

For those too young to see Palmer play—or for the woman in that ABC report who admitted she has no idea who he is—Palmer was an all-time great. He was the PGA’s Player of the Year in 1960 and 1962, along with leading the Tour in money-winnings in 1958, 1960, 1962, and 1963. He was also a Ryder Cup Team captain in 1963 and 1975.

He announced on Tuesday he will not take part in the ceremonial first shot at the Masters this year, the first time he will not participate since 2007. He has announced he still plans to attend the tournament, but a shoulder issue will preclude him from hitting.

Despite his winnings on the course not being as high as those in the game today (damn inflation), Palmer is still as revered as any athlete in American sports history, and his endorsement deals at this age show just how beloved he was, and still is. As it goes for most athletes today, the big money is in the endorsements. Even though Palmer wasn’t paid on the course like today’s athletes are, he’s certainly making up for it with endorsement money, and is doing better than almost all current players, in any sport.

It pays to be a legend. Literally.

About Harry Lyles Jr.

Harry Lyles Jr. is an Atlanta-based writer, and a Georgia State University graduate.