Good Good Will Make History By Hosting PGA Tour Event

Good Good is coming to the PGA Tour.

The Good Good Championship is set to be played in November of 2026 at Omni Barton Creek Resort & Spa’s Fazio Canyons Course in Austin, Texas.

It’s the first time a digital-first golf brand—one with a strong YouTube presence—has gotten involved as a title sponsor of a Tour event. It also brings the Tour back to Austin for the first time since the WGC-Match Play Championship ended in 2023.

“The PGA Tour is proud to return to the great city of Austin for the first time since 2023 for the Good Good Championship, an exciting new event as part of the FedExCup Fall,” said Tyler Dennis, PGA TOUR chief competitions officer. “We are pleased to partner with Good Good Golf and Omni Hotels & Resorts on this unique event as the PGA Tour further connects and engages with our game’s younger fans.”

The tournament will be broadcast on Golf Channel with a full field size of 120 Tour players.

What does this mean?

For those who know Good Good primarily as a YouTube channel that launched in 2020, you might not realize how expansive their business has become the past couple of years.

Beyond content (over 561 million YouTube views and 4 million social followers), Good Good has developed a thriving apparel and gear business, as well as a serious commitment to produce live entertainment. Events such as the Good Good Desert Open at Grass Clippings have been solid successes. Good Good also acquired an ownership stake of a TGL team, another form of getting involved with live events, and have started to sponsor Tour players themselves.

Following a $45 million fundraise this past spring—the infusion of cash was led by Creator Sports Capital, a firm backed by Peyton Manning’s Omaha Productions—Good Good has doubled down on its investment of sponsoring and hosting golf tournaments.

This sponsorship of a Tour event is the most serious effort to date. It’s a multi-year agreement and shows just how grown up Good Good has become.

“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.

That’s really the why to this whole deal. Good Good is focused on community and having its name associated with the best players in the world.

This isn’t the only new event Good Good has planned. From hosting NFL legends like Matt Ryan and Reggie Bush in a televised 12-hole competition to organizing fan-centric events such as the upcoming Battle for Palm Beach, they are trying their hand at a wide variety of live events.

As for the Tour, this is a no-brainer. Even a Good Good hater would have to admit that.

The fall events receive virtually no viewership because the best players aren’t there. To partner with a brand like Good Good makes all the sense in the world.

They will market the hell out of this event and it would be stunning if viewership isn’t a little higher because of all the people—both on the ground and watching from afar—who want to be a part of it because they love Good Good.

Is this the beginning of something much bigger?

We’re wondering a few things with this deal.

For starters, will YouTube golf continue to have a more prominent place in the professional game?

We’ve already seen the Creator Classic, LIV Duels and a few other activations. Grant Horvat was even invited to play in a Tour event (though he turned it down).

What is the next step in this evolution? YouTube golfers getting starts on the Tour? A brand like Good Good having its own series of Tour events? A separate league just for YouTube golfers?

The Tour and LIV struggle to create a community where people feel an emotional attachment to their brands. What if a company like Good Good came in and held their own series of professional events?

We’re also curious—and forgive us because this is a meta take—whether the entire face of professional golf could change in the coming decades.

Right now there is generally more value in being a good golfer rather than an entertaining golfer.

One day, that could flip. We’re already seeing personalities on YouTube that can generate a lot of money. Who knows what that space will look like many years from now.

What do you think of Good Good sponsoring a Tour event? Is it a sign of things to come?

Let me know below in the comments.

Top Photo Caption: Brad Dalke and Sean Walsh of Good Good play in the Creator Classic. (GETTY IMAGES/Tracy Wilcox)