Golf influencer brand hits the big leagues, will sponsor PGA Tour event

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The PGA Tour will return to Austin, Texas, in November 2026 for the first time since the last edition of the WGC–Dell Technologies Match Play in 2023. Although not a matchplay event, the upcoming tournament at Omni Barton Creek Resort & Spa’s Fazio Canyons course will be historic in its own right, as it will be the PGA Tour’s first partnership with a digital-first golf brand.

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Yes, that’s right. A little more than a year from now, you’ll be watching the Good Good Championship sponsored by… Good Good Golf.

The golf influencer brand, founded in 2020, will make the jump to the pros after recently raising $US45 million in funding, including from Peyton Manning’s Omaha Productions. With nearly two million YouTube subscribers and a million Instagram followers, Good Good has become a household golf name, especially after partnerships with tour pros such as Joel Dahmen and Beau Hossler. This is the next frontier for a company trying to get into the live-experience space.

“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 CEO 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.”

The financial terms of the deal were not disclosed, but Sports Business Journal estimates that title sponsorship of autumn PGA Tour events usually costs between $US11 million and $US13 million annually.

The Good Good Championship will be broadcast on Golf Channel and PGA Tour Live over the week of November 9-15, 2026, as part of the FedEx Cup Fall Series, and will feature 120 players. Omni Barton Creek’s Fazio Canyons course was recently renovated under architect Tom Fazio’s supervision, and will be hosting a PGA Tour event for the first time in its history.

“We want to be known as one of the top five brands in golf, one day,” Kendrick told Golfweek in June. “That’s what we want to be known as, and so if that’s competing with TaylorMade and Titleist and Callaway at some point, like, that’s how we view it. We just do it differently.”