Best Buy co-founds high-tech golf league backed by Tiger Woods
Best Buy Co. Inc. is playing a central role in launching and promoting a new tech-based simulated golf league with partners that include legendary pro Tiger Woods.
The new, "prime time" golf league, Tomorrow’s Golf League (TGL) presented by SoFi Media, announced Best Buy as its third founding partner and official retail technology partner. The league is backed by TMRW Sports, a venture founded by pro golfers Tiger Woods and Rory McIlroy. In addition to Best Buy, other league co-founders include luxury vehicle brand Genesis and benefits administration technology provider Businessolver.
The new league's first season will start on Tuesday, Jan. 7, 2025 with prime time TV coverage on ESPN and ESPN+ in the U.S. and with other media partners around the globe. Matches will take place Monday and Tuesday nights featuring six teams of pro golfers competing in three-on-three and one-on-one competitions at the custom-built SoFi Center, a tech-equipped venue on the campus of Palm Beach State College in Palm Beach Gardens, Fla.
"We know better than anyone how technology can help people take what they care about most to the next level, and for many, golf is that huge moment in their lives — whether they’re competing on the course or tuning in at home to follow their favorite players," said Jennie Weber, chief marketing officer at Best Buy. "We’re excited to partner with TGL to help bring to life an exciting and innovative experience for sports fans and show them how tech can enhance the game they love.”
Golfers compete on a course that combines virtual and real playing environments. All shots are live and players are mic’d at all times. More details of how the league works are available here.
Best Buy’s founding partnership includes national ad spots, in-competition integrations, stadium activations, and digital and social media content. The company also serves as official technology retailer of TGL presented by SoFi.
"Best Buy helps customers discover new technologies for the passions in their lives and TGL presented by SoFi is built on a complementary vision of utilizing technology on an unprecedented scale," said Jason Langwell, chief revenue officer at TMRW Sports. "As our third founding partner, Best Buy showcases how TGL is attracting both new and traditional sponsors to its modern approach to golf. And with its fast-paced, prime time matches on ESPN, we aim to attract a wide spectrum of both traditional golf fans, as well as broader sports fans who relate to TGL's team elements."
Best Buy enters sports partnerships
This new sports-themed collaboration follows two new partnerships Best Buy entered earlier this year with NBCUniversal and the National Football League (NFL) to help establish itself as a shopping destination for the needs of football fans.
A custom ad campaign running during the 2024 football season across NBCUniversal properties NBC television and the Peacock streaming network features Best Buy’s new “spokeshologram” Gram appearing with NBC Sports hosts.
[READ MORE: Best Buy’s new strategy includes AI, holograms, reimagined stores and more]
The retailer is also running its fall football campaign via its own channels. Nearly 400 Best Buy locations will provide an in-store experience featuring game day and tailgate technology such as portable speakers, grills and TVs.
Headquartered in Minneapolis, Best Buy Co. Inc. operates more than 1,000 retail stores in North America.
