With just one stroke, Hideki Matsuyama guaranteed a lifetime of riches.

The 29-year-old Japanese golf sensation defeated Will Zalatoris by one shot on Sunday to win the 2021 Masters at Augusta National Golf Club. The victory, Matsuyama’s sixth on the PGA Tour, was the first by a Japanese player at any men’s golf major, cementing his status as one of the country’s most venerated champions.

Japan is known as a nation that reveres its athletes, and tennis stars like Naomi Osaka and Kei Nishikori have reaped the benefits. Osaka became the highest-paid female athlete in history last year, with $34 million in off-the-court earnings from deals with Nike, MasterCard, Nissan and Sony, to name a few. Nishikori has appeared on Forbes’ annual list of the world’s highest-paid athletes in each of the last five years with at least $30 million in endorsements despite never having won a Grand Slam event.

That kind of payday could be just a starting point for Matsuyama.

“There’s nobody else like him,” says Phil de Picciotto, founder and president of Octagon. “No other Japanese player has won the Masters. It’s a supply of one. It’s about as limited as it can get and still have any supply.”

And golf offers an even greater appeal than tennis. Japan ranks second in the world behind the United States for the number of courses, with just over 3,100 at more than 2,000 facilities—more than in South Korea, China, Thailand, India, Malaysia, Indonesia, the Philippines, Myanmar, Taiwan and Singapore combined, according to the National Golf Foundation. Golf gear outsold baseball and softball gear by around a factor of four, according to a Yano Research Institute white paper, and while interest had faded in recent years, the pandemic renewed the fervor, with 170,000 new players picking up the game in just five months last year.

“Japan is a golf nation, and companies are always looking for the new stars,” says Tomoya Suzuki, founder and president of the Japan-focused sports marketing firm Trans Insight Corporation. Suzuki recalls that when teenage golf phenom Ryo Ishikawa turned pro in 2008, endorsers were lining up to sign him, with multiple outlets reporting that Ishikawa secured around $10 million in sponsorship fees during the first few years of his career. Ishikawa never won a PGA Tour event.

For nearly a decade, Matsuyama has carried the weight of Japanese golf on his shoulders, incrementally finding success, picking up five wins from 2014 to 2017 and reaching No. 2 in the Official World Golf Ranking, the highest-ever mark for a male Japanese player. The combination of Matusyama’s existing star power and the global appeal of winning the Masters is so strong that Octagon’s de Picciotto says he could more than double the amount he is earning off the course today, to more than $20 million a year, in addition to his $33 million in career prize money.

“It [hinges] on how relevant he stays in Japanese society,” de Picciotto says, noting that if Matsuyama stays on top and has shorter-term deals in place, he has a chance to renegotiate better terms down the road. Matsuyama also has the benefit of time, with golf careers lasting far longer than in other sports.

“It will depend on how many other Japanese male golfers win the Masters in those next 20 years,” de Picciotto says. “At worst, he’s going to be the first for the rest of his life, and at best he’s going to be the only.”