Good Good Golf secures title sponsorship for new PGA Tour event

Good Good Golf, the YouTube-based golf brand, has been announced as the title sponsor for a new PGA Tour fall season event, the Good Good Championship, set to debut in Austin, Texas, in 2026. The event will feature a full-field of 120 players and award 500 FedEx Cup points to the winner, aligning with regular-season Tour standards. Coverage will be broadcast on Golf Channel and ESPN+.

The sponsorship highlights the increasing legitimacy of YouTube golf in the professional golf ecosystem. Good Good Golf has rapidly expanded its influence following a $45 million fundraising round, initially aimed at boosting its YouTube content and e-commerce ventures. The PGA Tour title sponsorship represents a significant brand extension, bridging digital-first audiences with established golf markets.

While financial terms of the deal remain undisclosed, standard PGA Tour title sponsorships for full-field events range between $12 million and $15 million per tournament, though fall season events may cost less. The Good Good Championship will be hosted at the Omni Barton Creek, replacing Austin Country Club, the previous site for the WGC Match Play, and will run from 12–15 November 2026.

This event marks the return of professional golf to Austin, a market that previously hosted the WGC Match Play until 2023. Despite overlapping with the NFL season, fall events remain strategically important, contributing to the PGA Tour’s $700 million in annual TV rights and generating additional sponsorship revenue.

The multi-year partnership signals both the growth of digital-native sports brands and the PGA Tour’s willingness to innovate its schedule, targeting new audiences while supporting emerging talent.

Explore more about the Good Good Championship and sponsorship strategy in the full story.