PGA Tour breaks ground with new event — the Good Good Championship. What is it?
Tim Schmitt- Good Good Golf received a $45 million investment to accelerate its expansion in content, retail, and live events.
- The digital-first golf brand is sponsoring its first PGA Tour event, the Good Good Championship, in November 2026.
- This tournament marks the PGA Tour's first-ever partnership with a digital-first golf brand.
- Good Good Golf has a significant online presence with over 4 million social followers and 561 million YouTube views.
Back in June, during the star-studded Good Good Lonestar Shootout at Horseshoe Bay Resort in Austin, Texas, Matt Kendrick, CEO of Good Good Golf, sat down with Golfweek to discuss the brand’s ambitious trajectory.
The timing was pivotal. Just months earlier, Good Good secured a $45 million investment led by Creator Sports Capital — a firm backed by Peyton Manning’s Omaha Productions. Kendrick emphasized that the capital infusion would accelerate the company’s expansion across content, retail, and live experiences at a pace previously unimaginable.
That promise is already materializing. From hosting NFL legends like Matt Ryan and Reggie Bush in a televised 12-hole competition to organizing fan-centric events such as the upcoming Battle for Palm Beach, Good Good is redefining golf entertainment for a new generation.
Now, the brand is poised to make its biggest leap yet: sponsoring its first PGA Tour event, the Good Good Championship, set to debut in November 2026 at Barton Creek. The tournament will feature a 120-player field, 500 FedExCup points for the winner, and full broadcast coverage across Golf Channel, ESPN+, Sirius XM, and the PGA Tour World Feed. It marks a historic first — the PGA Tour's inaugural partnership with a digital-first golf brand.
With over 561 million YouTube views and 4 million social followers, Good Good is uniquely positioned to bring fresh energy to the sport.
"It's been a fun ride," Kendrick told Golfweek. "And I always tell people I feel we're still just getting started. Like, we haven't really even hit our stride on what we're thinking about and wanting to do.
"When we started, did we have ideas that we talked about and put things on a board? We’d want to go do this, this, and this over the next five years. Yes. Did we think it would happen as fast as this happened? No way. Every day, it's like we literally wake up and go, ‘we have the best job in the world in doing what we get to do.’ But I think even now, I think the best is still yet to come from us. We still look at things that we have, ideas and things that we want to do, and we're like, once we do these, people are really going to know who we are."