GBR Weekly | PGA Show 2026 Puts Global Golf Travel in the Spotlight
Connecting the dots across golf’s business, media, and professional landscape
Good morning, GBR community,
We’ve reached the final GBR newsletter of 2025, sitting here writing this, I find it hard to believe that we are nearly two years old, and we’ve had an amazing 2025 building on our foundation year.
While this is the time of year for reflection, when I look back on the past twelve months one memory that stands out for me was the chance to work with Nicholas Callaway ahead of the release of his book The Unconquerable Game, based on the notes and interviews of his father, Ely Callaway.
2026 is already shaping up to be another big year for GBR, with some great projects on the go, which will help us grow further.
From Tomas and myself, we’d like to thank you for all your support, comments, and subscriptions.
We would like to send you our best wishes to you and your families over the festive period and look forward to a bumper 2026.
Enjoy today’s read.
GOLF TRAVEL TAKES SPOTLIGHT AT 2026 PGA SHOW
Global golf tourism will be a major focus at the 2026 PGA Show, with international destinations, resorts, tour operators, and travel services gathering in the Golf Travel Pavilion at the annual gathering taking place from January 20–23 at the Orange County Convention Center in Orlando.
Designed to connect PGA of America Golf Professionals and industry leaders with leading travel partners, the Pavilion will feature destinations including Austria, the Dominican Republic, Ireland, Portugal, Scotland and South Africa, alongside specialist operators such as Haversham & Baker, Premier Golf, IBT Golf Travel and Guatemala’s Luxury Fish & Golf, as well as hospitality brands including Omni Hotels & Resorts, the Official Hotel & Resort of the PGA of America.
The initiative is further strengthened by a partnership with the International Golf Travel Market (IGTM), which will have a dedicated presence on the show floor and deliver a featured session on The Clubhouse Stage on January 21 at 4:00 p.m., examining global golf travel trends, destination development, and consumer demand, with contributions from IGTM, Omni Hotels & Resorts and Algarve Portugal. Organisers said the Pavilion reflects the PGA Show’s growing emphasis on golf travel as a driver of participation, engagement, and business growth across the global game.
The 2026 PGA Show will attract in excess of 30,000 industry professionals during the week. For more information on how to attend the show, click here.
54 UNVEILS ION 54 TO UNIFY GOLF INVESTMENT, DEVELOPMENT AND OPERATIONS
54 has launched ION 54, a new integrated platform designed to bring the group’s full golf expertise into a single, connected delivery model spanning strategic advisory, sustainability, development and construction, agronomy, marketing and creative, pre-opening, club management, sales and tourism.
The platform also supports golf asset evaluation, transactions and capital engagement, aligning investment decisions with operational realities and long-term performance. Chief executive Ed Edwards said the initiative is intended to remove long-standing industry fragmentation by creating “a single line of accountability” that links planning, development and operations, adding that misalignment between specialists has historically led to inefficiency and costly late-stage corrections.
Built on several years of targeted investment, partnerships and ecosystem expansion, ION 54 combines the group’s internal capabilities with its wider advisory, commercial, marketing and events services, its portfolio companies and its global partner network, with the stated aim of accelerating decision-making, improving execution and delivering more consistent long-term outcomes for investors, developers and destinations worldwide. To find out more about ION 54, please click here.
CALLAWAY TO OPEN NORDIC PERFORMANCE CENTER AT ULLNA INDOOR GOLF
Callaway Golf will strengthen its footprint in the Nordic region with the launch of a new Regional Performance Center at Ullna Indoor Golf in the first quarter of 2026, giving Swedish and Nordic golfers year-round access to advanced custom fitting for Callaway clubs, shafts and balls.
Located in Åkersberga, around 20 kilometres northeast of Stockholm, the facility features more than 60 Toptracer-equipped hitting bays across three floors, unlimited Callaway practice balls, three Trackman coaching studios, short-game areas, retail space and a café.
Ullna Golf CEO Henrik Oscarsson said the partnership “is proof of the quality and innovative strength we strive for,” while Callaway’s Northern Europe regional sales director Lars Aldskogius described Ullna as “a natural partner” offering the right mix of technology, expertise and accessibility. He added that the new center underlines Callaway’s long-term commitment to the Nordic market by ensuring golfers have access to world-class fitting and product expertise in an environment designed for continuous development.
Ullna Golf joins Callaway Europe’s existing performance centers, which are located in England, Scotland, and Germany.
REPSPARK TARGETS TEE-PRIZE HEADACHES WITH CUSTOM EVENT MICROSITES
RepSpark is positioning its Event Microsites to help golf clubs come over an operational challenge: selecting tee prizes that fit every participant without leaving clubs burdened by excess inventory. The platform allows tournament organizers and country clubs to offer premium apparel and footwear through a custom-branded digital storefront, enabling players to choose their own size, colour and style in advance, rather than relying on bulk ordering and guesswork. The system supports multiple checkout options, including pre-set tee-prize assortments, member credits and standard card payments, while orders sync directly with brand ERP systems to ensure inventory accuracy and full sell-through.
Footwear brand OluKai has already used the model to streamline event fulfilment, with corporate sales specialist Hillary Wiebe noting that Microsites replaced the need to ship and manage hundreds of estimated sizes on site, adding: “Microsites have been a way for us to capture this business and keep the relationship direct.” Beyond tournaments, RepSpark says the same tools can be used to extend post-event sales through pop-up shops and drop-shipping, allowing pro shops to offer a wider product range without adding floor-space pressure. RepSpark software is available as a demo here.
SKY EXTENDS PGA TOUR RIGHTS IN UK AND IRELAND THROUGH 2029
Sky TV and the PGA Tour have agreed a four-year extension of their broadcast partnership in the UK and Ireland, securing exclusive coverage through to the end of 2029.
The deal ensures continued live coverage of all FedExCup regular-season events, THE PLAYERS Championship at TPC Sawgrass, the FedExCup Playoffs and Tour Championship, alongside the 2026 and 2028 Presidents Cup, with Sky also retaining rights to the Korn Ferry Tour and PGA Tour Champions.
The agreement builds on Sky’s recent renewals with the Ladies European Tour, DP World Tour, USGA and Augusta National, meaning all four majors, the Ryder Cup and Solheim Cup remain exclusively on Sky Sports. Sky Chief Sports Officer Jonathan Licht said the extension “reinforces our long-term commitment to bringing the very best live golf to customers year-round,” while PGA Tour EVP Media Norb Gambuzza cited strong momentum, noting that 2025 viewership on Sky rose more than 20% year-on-year, including a 34% increase during Rory McIlroy’s wins at THE PLAYERS, and a 54% jump for the FedExCup Playoffs.
The partnership also deepens editorial collaboration, with PGA Tour Studios providing enhanced access to content, camera feeds and replay capabilities, and Sky talent featuring on the Tour’s new World Feed from 2026.
The announcement follows a year in which The Masters and Ryder Cup delivered Sky’s highest-ever viewing day and most-watched weekend in its history. Further details of the renewed partnership between Sky and the PGA Tour and viewing enhancements can be found here.
OMEGA NAMED OFFICIAL TIMEKEEPER OF TGL
TGL presented by SoFi has announced a multiyear partnership with OMEGA as the league’s Official Timekeeper, with the Swiss watchmaker supporting TGL’s signature 40-second shot clock.
The agreement also includes digital and social integrations and the installation of OMEGA clocks at SoFi Center in Palm Beach Gardens, Florida, TGL’s purpose-built venue. “Golf is a strong part of OMEGA’s sporting DNA, and we’re excited to grow our support of the game alongside TGL,” said OMEGA president and CEO Raynald Aeschlimann, citing the league’s emphasis on “precision, power, time and technology.” TGL’s second season begins Sunday, Dec. 28 and opens with a Finals rematch between New York Golf Club and defending champion Atlanta Drive GC. Jason Langwell, chief revenue officer at TMRW Sports, said OMEGA’s involvement reflects TGL’s expanding global reach, with Season 2 expected to be distributed in more than 150 countries and territories. The league’s rosters also include two OMEGA ambassadors: Rory McIlroy (Boston Common Golf) and Wyndham Clark (The Bay Golf Club). More details of the newly-announced partnerhsip between OMEGA and TGL presented by SoFi can be found in the press release here.
TGL has also announced a new official partnership with Primo Brands Customer Direct last week as the official water partner for the league, bringing the total number of official partners up to 25.
With the holiday season upon us, here’s some reading and listening ideas:
This Tour Confidential piece from Golf.com looks back at the biggest storylines of the 2025 golf season and debates who “won” the year, weighing the achievements of Rory McIlroy, Scottie Scheffler, and other standouts. The editors discuss McIlroy completing the career Grand Slam and Scheffler’s continued major success, alongside memorable moments like the European Ryder Cup victory and growth in recreational golf. Different GOLF staff contributors offer their takes on the season’s most impactful performances, ultimately leaning toward McIlroy as the standout of 2025 while also acknowledging Scheffler’s dominance and future potential.
Incoming NGCOA President, Whitey O’Malley joins the Driver$ podcast, which explores how modern technology is reshaping golf course ownership and operations, focusing on how facilities can use digital tools to increase efficiency without losing personal service. O’Malley and host Jon Last discuss balancing frictionless service delivery with high-touch experiences, the role of automation in agronomy and maintenance, and how technology like dynamic pricing can be deployed in public golf settings. The conversation offers practical insights for course owners and operators looking to improve operational workflows and enhance customer satisfaction through tech adoption.
The challenge PGA Professionals face in balancing the dual demands of running a golf club while still delivering high-quality coaching to students. PGA pros Tom Reid and Kristian Baker talk to the PGA Uk about the perspectives from professionals juggling administrative responsibilities with hands-on instruction, illustrating how they structure their time to maintain both operational excellence and effective teaching. The piece also reflects on how coaching remains central to many PGA members’ passion for the game, even as their roles evolve toward broader business and hospitality duties. Ultimately, the story suggests that with intentional scheduling and support systems, it is possible to remain an effective coach while managing club operations.
In his year-end letter, NGF CEO Greg Nathan reflects on the historic growth and resilience of the golf industry in 2025, noting record participation across diverse golfer demographics and multiple eras of high rounds played. He expresses gratitude to industry colleagues and underscores that golf’s appeal now spans far beyond traditional play, including off-course engagement and broader social, wellness, and community value. Nathan also highlights the balance between strong demand and course supply, the importance of welcoming newcomers, and the ongoing opportunity for innovation and inclusivity in golf’s future. The message wraps with optimism for continued progress and a renewed commitment to supporting the golf business in the year ahead.
One for the gearheads out there. We’ve celebrated arguably the most dominant season in golf in 2000 when Tiger Woods blew the golf world apart with record victories in the U.S. Open and Open Championship before capturing his second PGA Championship. The latest edition of the Fully Equipped podcast breaks down the evolution of Tiger Woods’ golf bag ahead of the 2000 season, with host Johnny Wunder and the man behind the building of Woods’ clubs, Larry Bobka discussing key club specifications, fitting insights, and how Tiger’s preferences influenced gear trends in the game. They explore not just what Tiger used, but why those choices made sense in context of his swing, course strategy, and competitive goals.