By Andy Marston, Sports Pundit
The PGA Tour has announced a landmark partnership with Good Good Golf (GGG), a creator-led digital golf brand that began with six friends filming trick shots in their backyard.
Together, they’ll launch the Good Good Championship, a new PGA Tour event debuting in the 2026 FedExCup Fall at Omni Barton Creek Resort & Spa’s Fazio Canyons Course in Austin, Texas.
The tournament, taking place the week of November 9-15, 2026, will feature 120 players and award 500 FedExCup points to the winner. It will be broadcast across Golf Channel, ESPN+, SiriusXM, and the PGA Tour’s World Feed, positioning it as a fully fledged stop on the professional circuit.
Good Good Golf has evolved from a YouTube channel into a multi-million dollar brand backed by Peyton Manning’s Omaha Productions in a $45 million round, known for its authentic tone and fan-first storytelling that has built one of golf’s most engaged digital communities.
Why It Matters:
The PGA Tour is betting on creators to help rejuvenate golf’s audience, moving beyond traditional broadcast formats to reach fans who engage through highlights, memes, podcasts, and short-form storytelling, rather than 18-hole coverage.
It also reflects a deeper cultural pivot. With participation at a 15-year high and nearly 57% of players under 50, golf is shedding its old image of exclusivity and leaning into entertainment, accessibility, and community.
As was discussed on this week’s Sports Pundit Finance Podcast with Old Tom Capital, there is a need for established leagues like the PGA to embrace the new language of fandom, where connection and creativity matter as much as competition.
This partnership is an example of the PGA doing just that, and it could set a precedent for further collaboration between leagues and creators, both in golf and across the wider sports industry.
.png)
