A Winning Strategy

PGA TOUR Champions a beneficial opportunity isn't just a second life for golfers-it's also for sponsors.

UNLIKE MANY OTHER PROFESSIONAL ATHLETES, GOLFERS DON'T have to stop competing once they reach the age of 50. As other athletes head into retirement, seasoned golfers can begin anew with the PGA TOUR Champions, a tournament founded in 1980 specifically for professionals ages 50 and over. And while it's long been a high-profile competition, over the past few seasons, it has-like the sport of golf-caught fire.

In 2022 alone, revenue from local PGA TOUR Champions events, including tickets, programs, signage, food and beverage, merchandise, and more, surpassed $71 million-the largest amount ever recorded by 22%. Its social media channels grew by more than 200,000 subscribers, a 39% year-over-year increase, helping boost social media engagements by 42%, from 7.2 million to 10.2 million and those numbers are only expected to keep growing.

A Boon to Philanthropy

This year, players are participating in 28 PGA TOUR Champions events, the most since 2008. Central to these tournaments are exclusive, bucket-list experiences, such as pro-am competitions-in which some of the TOUR'S most notable professionals and amateur athletes hit the course together. Often, corporate sponsors and their invited guests get the opportunity to play 18 holes alongside active World Golf Hall of Fame members, including Fred Couples, Ernie Els, and Bernhard Langer.