Social media continues to make inroads into the communication strategies of the major tours. What was announced this Monday by the PGA Tour is a significant leap forward in the relationship between professional sports and content creators. It's the Good Good Championship, a tournament sponsored by the YouTube channel of the same name that will debut on the North American tour calendar in the fall of 2026.
YouTubers, news
"We bought a PGA tournament," is the title of the video with which this group of golf enthusiasts announced the news on the famous audiovisual site. This group has nearly 2 million subscribers and a repertoire that includes crazy challenges, contests, tournaments, and even their own clothing line.
The tournament will be held from November 12 to 15 and will mark the return of Austin, Texas, as a stop for the sport's elite after the disappearance of the World Match Play Championship, which was held at the Austin Country Club until 2023. The Omni Barton Creek Resort & Spa, designed by the prestigious Tom Fazio, has been selected as the venue.
The announcement, in its statement, hails the PGA as a media outlet "a leader at the intersection of communication, community, and premium products" and speaks of a "multi-year agreement." "It's a tournament designed to unite all of our golf-passionate communities," says Matt Kendrick, CEO of Good Good, in the statement.
This is another step in the relationship with golf influencers for the PGA, which formed a Creators Council late last year, bringing together figures such as Paige Spiranac and the Bryan Bros. with representatives from the tour's marketing, communications, and media divisions to define "common strategies for content development and community building."
The rules of golf are relatively complicated compared to other sports because they are played outdoors, close to nature and animals. Respecting the rules is a fundamental element in the game of golf, which, almost always based on self-control and the free conscience of the players, often sees distorted results, sometimes consciously, but often unconsciously or through carelessness, due to the failure of many players to comply with the rules of the game. In addition to the rules, golf adheres to a code of conduct, known as etiquette, which generally means playing the game with due respect for the golf course and other players. Etiquette is an essential component of this sport.
