Golf media and lifestyle brand Good Good will serve as the title sponsor of a new PGA Tour event in Austin, Texas, which will return to the calendar next year.

Confirmed:

Multi-year deal sees tournament named Good Good Championship
First edition of tournament to take place from 9th to 15th November 2026 at Omni Barton Creek Resort & Spa
Golf Channel and ESPN+ will broadcast the event, which will be managed by Ohio-based HNS Sports Group

Context:

The partnership marks Good Good’s first sponsorship of a professional golf event and comes after the company raised US$45 million in March in a funding round led by Creator Sports Capital. Peyton Manning’s Omaha Productions also participated in the round, which included over 50 global investors.

Founded in 2020, Good Good boasts more than 3.5 million followers across YouTube, Instagram and TikTok, where it shares content ranging from trick shots to rounds of golf with its creators and professional athletes.

In addition, the company sells branded apparel which it has promoted through partnerships with PGA Tour professionals like Joel Dahmen and Beau Hossler. It has also created its own live events in partnership with NBC’s Golf Channel and purchased an ownership stake in the TGL’s Los Angeles franchise earlier this year.

The PGA Tour has embraced influencers and online personalities in recent years in an effort to reach younger audiences, including through its Creator Classic, which this year was won by Good Good’s Brad Dalke (pictured above).

Next year’s Good Good Championship will see the tour return to Austin for the first time since 2023 following the discontinuation of the WGC-Dell Technologies Match Play. The new tournament will be part of the FedExCup Fall series, which sees winners awarded 500 FedExCup points.

Comment: 

“This tournament is designed to amalgamate our social and live communities together, across all demographics that are passionate about golf,” said Matt Kendrick, founder and chief executive of Good Good. “We couldn’t ask for better partners in the PGA Tour and Omni Hotels & Resorts, who not only appreciate our ethos but embrace it.”

Coming next:

The title sponsorship deal is a show of ambition from Good Good, which said on the back of its funding round that its goal is to reshape how golf is played, watched and experienced.