The PGA Championship is making a triumphant return to Valhalla Golf Club near Louisville after a ten-year hiatus, and the tournament is already breaking records in ticket and hospitality sales.
General admission tickets for Thursday through Sunday, which include food and nonalcoholic beverages, have completely sold out, priced at $199 for Thursday and $249 for Friday through Sunday. The PGA of America anticipates welcoming approximately 200,000 fans throughout the week.
Hospitality sales have also hit a new high, surpassing the previous record set in 2017 at Charlotte’s Quail Hollow Club. Notably, 70% of hospitality passes were purchased by companies or individuals within Kentucky, with over 200 companies securing tickets by May 1st.
PGA of America Chief Commercial Officer Jeff Price attributes the success to the passionate golf communities in cities like Louisville, which have eagerly embraced the event. New sponsors, including T-Mobile, William Hill, and High Noon, have also contributed to the tournament's success.
T-Mobile, as an official partner, will host "Club Magenta" on-site, offering fan activities and food and beverage options. Additionally, the company is sponsoring a driving range show distributed across social media and the tournament's digital platforms. Elijah Craig and Michelob Ultra are returning in the alcoholic beverage categories, with Anheuser-Busch extending its partnership with the PGA.
Other new partnerships include Lexus as the official vehicle of the PGA Championship and PGA Frisco, while Chase Sapphire and Corebridge Financial are continuing their support. The PGA has launched a revamped mobile app in collaboration with Perfect Sense, featuring integrated ticketing for the first time.
After the Louisville event, the app will transition to support the KitchenAid Senior PGA Championship and the KPMG Women’s PGA Championship, both receiving dedicated mobile apps for the first time. Fans can enjoy a free fantasy game on the app, with a chance to win a $5,000 swag bag from the PGA.
In terms of branding, the PGA is adopting a less-is-more approach, reducing signage promoting its initiatives to focus on core storytelling, according to Fahad Zahid, the PGA’s head of brand and digital marketing.