Golf has been having a real moment on YouTube for some time now–and one of its most prominent channels just scored a funding round with over 50 investors, including Peyton Manning‘s Omaha Productions.
The channel, Good Good, has nearly 2 million subscribers and gets around 10 million views a month. They started making videos in 2020, after founders Garrett Clark and Matt Kendrick met at a golf tournament. Typical content involves Good Good’s onscreeen members–Clark, Stephen Castaneda, Thomas Broders, and Matt Scharff–challenging other golf collectives on the course. Sometimes they even go toe-to-toe with PGA pros.
Good Good Golf, the media/lifestyle brand behind the channel, raised $45 million in its new round led by Creator Sports Capital, which was co-founded by former YouTube exec Benjamin Grubbs. Other top investors–aside from the aforementioned NFL quarterback Manning–include Manhattan West Private Equity and Sunflower Bank.
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“Good Good Golf has seen incredible momentum as we continue to redefine what it means to be a modern golf brand,” Kendrick, who’s now Good Good Golf’s CEO, said in a statement. “This investment allows us to scale our media and commerce initiatives, bringing even more exciting content, products, and experiences to our rapidly expanding community. We’re harnessing the power of fandom to make golf more accessible, dynamic, and engaging for players and fans of all ages.”
Grubbs added, “We see Good Good Golf as more than just a media brand–it’s a movement that is reshaping the golf industry. […] Their ability to turn audience passion into thriving commerce, partnerships, and live activations is what makes them so compelling. We’re thrilled to lead this investment and support their next phase of expansion.”
Manning chimed in that he’s excited to partner with Good Good Golf, and that he’s “hoping they can help me lower my golf score.”
Over the past five years, Good Good Golf has used its YouTube foundations to grow into a multipronged business.
It expanded to apparel in 2021, and secured a retail partnership with Dick’s Sporting Goods. It also partnered with Topgolf Callaway Brands Corp. on an official line of Good Good golf balls, putters, and gloves. And, perhaps most crucially, it’s broken into live sports, collaborating with outlets like NBC Sports and the GOLF Channel on events like the 2024 Good Good Desert Open and the Good Good Desert Knockout.
We’ve written before about how more and more, live sports appear to be bulletproof for both digital content platforms and traditional TV. With its YouTube presence and live events, Good Good Golf is bridging the gap and getting on both.
The company told Bloomberg it plans to use the $45 million investment to build a sales team that will bring its products to more stores and golf courses outside the U.S. It also wants to hire people to translate its YouTube content into other languages, and establish brand deals with content creators based outside the U.S. And finally, since Good Good Golf is in fact a media company in the year 2025, it may be eyeing podcast development, too.
