We all knew this day would come. It was only a matter of time.
Good Good, the YouTube golf behemoth that has more than 1.7 million subscribers on the platform, recently announced their sponsorship of five professional golfers.
While we’ve seen “new golf media” brands like No Laying Up sponsor pro golfers, this is the first time a YouTube-driven company has taken that leap in the apparel space. It marks another major crossover between the nontraditional YouTube space and the traditional professional golf world.
The players being sponsored are Netflix “Full Swing” star Joel Dahmen, PGA Tour rookie John Pak, Tour veteran Beau Hossler, club pro Micheal Block and journeyman Willie Mack III.
It’s not just an apparel sponsorship with each of the competitors wearing Good Good during tournaments. They will also be involved in the channel’s YouTube content, growing their personal brands at the same time.
Dahmen, Pak, Hossler and Block have all appeared on the Good Good channel in the past.
“The goal for Good Good at the end of the day is we want to be a top-five brand in golf,” founder and CEO Matt Kendrick told Fox Business. “So, part of that strategy is we’ve done it untraditionally through YouTube and the content that we’ve been doing. But we obviously got to a point where we now want to get into the more traditional golf space, and sponsoring athletes on the PGA Tour is a step in that direction.”
This news came shortly before an announcement that Golf Channel is expanding its relationship with Good Good in 2025. That will begin with the Good Good GolfNow Desert Knockout Presented by Underdog under the lights at Grass Clippings Rolling Hills in Tempe, Ariz., which will air live on Golf Channel on Feb. 5 at 8 p.m. ET.
Golf Channel aired two Good Good tournaments last year—each of them featured content creators across the golf world—and there are plans to do more than that going forward as primetime par-3 golf is getting more shine.
What does this mean in the grand scheme of things?
It feels like YouTube golf is only going to become more engrained in the traditional side of professional golf over time.
We are seeing that with the Creator Classic being expanded to three Tour events this season. We are also seeing more Tour pros getting involved in the YouTube space. It’s not just Bryson DeChambeau at this point. Phil Mickelson is becoming very involved through Grant Horvat’s channel. We’re seeing more appearances from guys like Jon Rahm, Rory McIlroy, Tiger Woods and Max Homa.
I also think it’s validation for the Good Good apparel business. Some might assume they just slap a logo on whatever they can find but there is a whole development team that takes GG apparel seriously. Having Tour pros wearing it is another step to legitimizing what they are doing.
“We have designers and product managers from Louis Vuitton, Fossil, JCPenney—some of the biggest names in the apparel space are working on our team,” Kendrick told Fox Business.
As golf content becomes more decentralized, it is becoming easier for players to build their personal brands in more creative ways. You will see more Tour pros realize that aligning with Good Good or another popular YouTube channel goes well beyond the typical apparel deal. It’s a display of personality that connects fans to the player in a meaningful way.
We’re just scratching the surface with the YouTube/Tour overlap. This Good Good partnership is another sign that more is coming.
Top Photo Caption: Joel Dahmen, John Pak and Beau Hossler are now sponsored by Good Good. (Tavits Photography)