These are boom times to sell minority stakes in domestic golf franchises.
On Friday afternoon, TGL announced that LAGC will take a new minority ownership stake from Ilitch Sports and Entertainment. The ownership group behind the Detroit Tigers and Red Wings will join an ownership group that includes Reddit founder and majority owner Alexis Ohanian and a deep bench of minority owners including Serena and Venus Williams, Giannis Antetokounmpo, Alex Morgan, Michelle Wie West, Shonda Rhimes and Good good golf.
The financial terms of the deal were not disclosed, but several tantalizing components of Ilitch’s investment in TGL were announced. As part of Ilitch’s investment in the LAGC, IS+E will “serve as the LAGC’s sponsorship agency of record and act as an extension of the LAGC’s internal team” – a move that effectively multiplies the LAGC’s franchise sales efforts as its second season begins in January.
The decision will allow IS+E to “leverage its network and expertise in sponsorship sales, brand development, data analytics, broadcast and media” to help grow the LAGC brand.
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The Ilitch family’s investment in LAGC comes at an interesting time for TGL, which will begin its second season at the Sofi Center in Palm Beach Gardens in January. The indoor simulator golf league debuted to surprisingly strong television numbers on ESPN in 2024, bringing prime weeknight golf in concert with much of the PGA Tour season. Last week, the league announced a series of changes aimed at improving the league’s competitive product in its second year, including dramatically expanding the size and shape of the putting green.
The announcement also comes at an interesting time for the Illitches. The Illitch family’s investment in TGL is notable for what it is NO pairing with: Motor City GC, owned by the Ford Family, also known as the Old Stewards of others Detroit’s premier sports organization, the Lions.
In addition to owning and operating the Little Caesars fast food chain, the Illitches hold majority stakes in both the Tigers and Red Wings, and operate most of their businesses out of Detroit. They are believed to have a strong relationship with Ford, including their joint financing of a downtown arena circle at the end of the century
“LAGC is reimagining how fans experience golf,” said Ryan Gustafson, president and CEO of Illitch Sports and Entertainment in a release. “Joining the LAGC puts us at the center of that transformation.”
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