SPORTFIVE to Manage New PGA Tour Event Myrtle Beach Classic Starting in 2024

New PGA Tour event becomes the latest professional golf tournament for which the global agency provides event management services

Global sports marketing agency SPORTFIVE will manage and operate the Myrtle Beach Classic, a new PGA Tour event sponsored by Visit Myrtle Beach that will debut in 2024.

In its role, the agency’s Golf Events division will oversee all aspects of the event’s operation and management including sponsorships, hospitality, pro-am, volunteers and driving event ticket sales. SPORTFIVE’s management of the event will include several volunteer opportunities for the Myrtle Beach community to get involved as well as sponsorship opportunities for local businesses.

The Myrtle Beach Classic will be part of the PGA Tour’s 2024 FedExCup Regular Season as a Full-Field event played the same week as a Designated event. The tournament will feature a purse of $3.9 million with 300 FedExCup points awarded to the champion. It will be hosted at Dunes Golf and Beach Club, a Robert Trent Jones-designed course that was incorporated in May of 1948 and hosted the season-ending Charles Schwab Cup Championship on PGA Tour Champions from 1994 to 1999. Tournament dates will be announced at a later date.

“Myrtle Beach has a long history as a world-class golf destination and we are thrilled to bring the best professional golfers in the world to Dunes Golf and Beach Club,” said Steve Loy, President of Global Golf and Co-President Americas at SPORTFIVE. “All of the key elements that contribute to a successful event are easily apparent in the Myrtle Beach community and we’re thrilled to help play a role in the next phase of its legacy in professional golf by managing the new Myrtle Beach Classic.”

The Myrtle Beach Classic will be one of two stops in ‘The Palmetto State’ for the PGA Tour in 2024 along with the RBC Heritage at Harbour Town Golf Links, an event that made its debut in 1969.

“Visit Myrtle Beach and our partners at Golf Tourism Solutions are looking forward to working with the SPORTFIVE team to make the inaugural Myrtle Beach Classic a world-class tournament,” said Karen Riordan, Visit Myrtle Beach President and Chief Executive Officer. “The level of experience that its Golf Events division brings to this event is phenomenal and will surely add to the prestige that our golfing destination embodies.”

SPORTFIVE also manages several professional golf events around the world including PGA Tour events The American Express, the Fortinet Championship, Barbasol Championship and Puerto Rico Open and the Korn Ferry Tour’s LECOM Suncoast Classic. The agency also internationally manages the Singapore Open, the Singapore Women’s Open, the Simone Asia Pacific Cup and the BNI Indonesian Masters. It is also the exclusive sales agency for the DP World Tour tournament the BMW International Open, providing full partner support during the tournament, among other services.

SPORTFIVE also has one of the top client rosters in the golf industry with clients playing in the top professional tours around the world. The roster is highlighted by Phil Mickelson, Jon Rahm, Brian Harman, Tom Kim, Keegan Bradley, Harris English and Davis Love III. Its clients include five Major Championship winners, four PGA Tour Rookie of the Year Award winners and two members of the World Golf Hall of Fame.