Pro golf is returning to Austin, Texas — and it’s bringing the YouTube generation with it.
On Monday morning, the PGA Tour announced its return to Austin for the Good Good Championship, a PGA Tour fall season event that will debut in 2026 and will be headline sponsored by popular golf brand YouTube. Like most other PGA Tour fall season events, the Good Good Championship will be broadcast on Golf Channel and ESPN+, feature a field of 120 players and award 500 FedEx Cup points to the winner, consistent with regular season tour events.
The announcement marks the return of professional golf to a market in which it has long thrived and to a city from which many were saddened to see the sport leave when the WGC Match Play was discontinued in 2023. The events that overlap with the NFL season (the inaugural championship will be played Nov. 12-15, but may not yet bring in as much revenue as the events regular). The Tour reaps a share of the $700 million a year in Television rights agreementsand many millions more in title sponsorship deals like Good Good’s.
For the title-sponsors of THIS event, the news is a strong indication of the growth of YouTube golf into a bona fide golf industry. The tournament’s title sponsorship marks the latest expansion for Good Good across the golf space after one $45 million fundraising round in the spring. While the biggest focus for the Good Good brand from that fundraising round seemed to be expanding its prolific YouTube and e-commerce businesses, the Tour sponsorship represents a swing of a different kind. From a brand awareness standpoint, it could be Good Good’s biggest move to date, completely bridging the gap between golf on YouTube and its establishment friends on the tour.
While the cost of Good Good’s sponsorship was not disclosed, title sponsorships for full-field PGA Tour events are said to run between $12-15 million per event — though fall events, which typically draw weaker fields than those in the regular season, can cost less. According to the announcement, the agreement is a “multi-year partnership”.
The Tour’s ongoing re-imagining of its competitive calendar has led to questions about the viability of events outside the Tour’s main sprint from January to late August. Today, the fall season is the go-to spot for Tour lifers and status-fighting youngsters, though the low-powered nature of those tournaments compared to the rest of the season has made it easy to predict changes. New of the tour”Future Competition Committee” was created primarily to find long-term solutions for parts of the tour’s business like the fall season, even if that part of the schedule remains anchored for now. (Golf Channel will handle linear television coverage of the Good Good Championship, according to the tour’s release.)
The new Tour event will also welcome a new tour host: Omni Barton Creek, which will take over hosting duties from Austin Country Club, longtime host site of the WGC Match Play.
