Copyright Heavy.
The PGA Tour is back in Austin, Texas, for the first time since 2023, this time under a new banner and with a different tone. The event, named the Good Good Championship, will take place Nov. 9-15, 2026 at the Omni Barton Creek Resort & Spa’s Fazio Canyons Course. What makes this particularly interesting is that the title sponsor is not a traditional corporate brand but Good Good Golf–a digital‐native golf influencer brand with almost two million YouTube subscribers. “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,” Tyler Dennis, the PGA Tour’s chief competitions officer, said. “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.” What the Sponsorship Means for the Tour By choosing Good Good Golf as title sponsor, the PGA Tour is making a statement about where it sees growth potential. Good Good isn’t simply a corporate name on a banner; it’s a media brand built on influencer culture, content creation, social engagement, and reaching younger, maybe less traditional golf fans. That alignment gives the event a different vibe than many older, legacy tournaments. “This tournament is designed to amalgamate our social and live communities together, across all demographics that are passionate about golf,” Matt Kendrick, founder and CEO of Good Good, said. “We couldn’t ask for better partners in the PGA Tour and Omni Hotels & Resorts, who not only appreciate our ethos but embrace it.” On the ground in Austin, the event at the Omni Barton Creek Resort & Spa will also tie into the local backdrop of Texas golf, which has grown in importance. According to Sports Business Journal, financials for this multi-year deal were not disclosed, “though sources have pegged fall PGA Tour events in the $11M-$13M range annually for title sponsorships.” An Ohio-based company, HNS Sports Group, will oversee operations for the tournament and played a key role in finalizing the agreement between the PGA Tour and Good Good Golf. Why Austin and Why Now? Austin presents a compelling market for the Tour. After the Tour’s previous event there (the Dell Technologies Match Play) held at Austin Country Club from 2016 to 2023, the return signals continuity but with a twist. From a business perspective, this also caters to the Tour’s broader strategy of engaging younger fans, lowering barriers to entry for new viewers, and maximizing content value beyond just the tournament weekend. Good Good Golf’s social media presence brings a built-in audience and brand energy that more traditional sponsors may lack. “When we started [Good Good], did we have ideas that we talked about and put things on a board? We’d want to go do this, this, and this over the next five years. Yes. Did we think it would happen as fast as this happened? No way,” Kendrick said. “Every day, it’s like we literally wake up and go, ‘we have the best job in the world in doing what we get to do.’ But I think even now, I think the best is still yet to come from us. We still look at things that we have, ideas and things that we want to do, and we’re like, once we do these, people are really going to know who we are.” The event will be broadcast on both Golf Channel and PGA Tour Live. Implications for Players, Fans and the Fall Schedule For players, a stronger fall schedule with events like the Good Good Championship means more opportunities to compete, earn points and engage in markets that may offer new fan experiences. It also means adjusting to a slightly modified calendar and perhaps new-format expectations as the Tour experiments. Two PGA Tour players, Beau Hossler and Joel Dahmen, have had the opportunity to become familiar with Good Good Golf after being sponsored at events earlier this year. For fans, especially younger or content-driven followers, the tournament offers enhanced content potential: more behind-the-scenes, more social integration, possibly more experiential elements.
