hope for the worst

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They may toil away in obscurity and root for others to fail, but the folks at Hole In One International say they play a valuable role in the world of advertising.

The Reno, Nev., company offers “prize indemnification”—guaranteed payment through insurance coverage—for sponsors who run hole-in-one contests and other stunts that promise large prizes to people who pull off the nearly impossible. For as little as $125, a sponsor can promise thousands to anyone who succeeds and not have to leave town if they do.

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