Golf goes viral: From LIV Money to Good Good’s PGA Tour debut
Golf, once stereotyped as an old boys’ club on manicured greens, is teeing off into a vibrant digital era. With social media democratizing access and disruptive leagues like LIV Golf injecting Saudi billions, the sport’s business landscape is evolving faster than a Rory McIlroy drive.
Off-course participation, essentially golf in venues like Topgolf lounges or simulators rather than traditional 18-hole courses, has increased by roughly 50% since 2017 to 32.9 million Americans, driven by Gen Z and Millennials discovering golf through viral TikToks and Instagram Reels. At the same time, over 70 million adults in the U.S. have changed their negative views about golf over the past ten years, partly thanks to online creators and influencers who made the game look fun again.
Social media’s impact is profound. Platforms like TikTok and YouTube have turned pros into brands, while golf creators have boosted interest through celebrity crossovers and bite-sized tutorials. National Golf Foundation notes roughly a 40 % rise in junior participation, driven by creators who merge golf tips with lifestyle content and monetize through brand partnerships.
This digital pivot has reshaped revenue models, too. Global golf equipment sales are projected at roughly $9–10 billion in 2025, up about 5 % year-over-year, fueled by e-commerce and social-driven impulse buys. In this landscape, content and community have become as valuable as clubs and courses.
Enter the New Leagues
LIV Golf’s Saudi-backed disruption remains a headline act. Backed by the Public Investment Fund (PIF), LIV has absorbed nearly $5 billion in capital by mid-2025, including $1.9 billion since early 2024. Yet its U.K. arm reported more than $1.1 billion in cumulative losses through 2024, with just $64.9 million in non-U.S. revenue. Despite the financial burn, LIV’s team-based format, high production values, and social-media-centric content strategy have broadened its global reach and attracted younger audiences. But the PGA Tour is striking back, rolling out new formats, riding Ryder Cup hype, and showcasing a new generation of stars.
The proposed PGA Tour and LIV merger, announced in 2023 but still under regulatory scrutiny, could reshape the sport’s governance and economics. If completed, it would consolidate more than $1.5 billion in equity through PGA Tour Enterprises, expand prize purses, and elevate sponsorship rates, blending LIV’s entertainment-driven approach with PGA’s institutional weight.
Good Good’s Leap from YouTube to the PGA Tour
Perhaps the most telling symbol of golf’s digital transformation arrived in 2025: the PGA Tour and Good Good Golf announced a brand-new event. The Good Good Championship, debuting during the 2026 FedExCup Fall at Omni Barton Creek Resort & Spa’s Fazio Canyons Course in Austin, Texas.
The tournament, slated for November 9–15, 2026, will feature 120 players, awarding 500 FedExCup points to the winner.
“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,” said Tyler Dennis, PGA TOUR’s chief competitions officer.
Founded in 2020, Good Good Golf has become one of the fastest-growing media-driven golf brands, combining premium apparel, live events, and digital storytelling. Following a $45 million fundraising round in spring 2025, the company doubled down on live programming, producing content across YouTube, Peacock, and Golf Channel. The Good Good Championship marks its first-ever PGA Tour partnership, and the first time a social-media-born brand sponsors an official Tour event.
“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 Golf.
For the PGA Tour, the partnership signals a strategic pivot: embracing digital-native creators to engage new audiences and fuse entertainment with elite competition. For Good Good, it marks a historic leap, from viral content to an institutional stage, and a validation of golf’s ongoing cultural remix.
As golf continues to evolve in the digital age, hybrid models are emerging: VR simulators, influencer-led tournaments, and AI-driven performance tools. Participation is at record highs, revenues are climbing, and new entrants are reshaping the sport’s identity.
The message is clear: in 2026 and beyond, golf’s biggest wins won’t just happen on the fairways, but across feeds, streams, and screens.
What marketers can learn from what’s happening in the golf world:
Community beats tradition by building brands through real connection and authentic storytelling, rather than just advertising.
Meet your customers where they scroll and shape your content and tone for the digital spaces your audience already lives in.
Creators are the new brands. Collaborate with content creators who can generate both attention and drive business.
Partnerships drive growth, and collaboration brings more reach and trust than doing everything alone.
Experiences sell better than products, so try to turn your brand into something people can join, not just buy.
Culture moves faster than marketing. Stay flexible and ready to adapt when trends shift.
Entertainment is engagement; make it fun because when people enjoy it, they’ll stick around.