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.

New York, August 3, 2023 – 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, which was incorporated in May 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 CEO. The level of experience that their 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.

About Myrtle Beach Classic

The Myrtle Beach Classic, a dual-field PGA TOUR event hosting 120 players, takes place May 9-12, 2024, at Dunes Golf and Beach Club in Myrtle Beach, S.C., commonly known as the “Golf Capital of the World.” Daily and weekly general admission tickets, and Club 18 Shared Hospitality options are available for purchase online at Children aged 15 and younger are admitted free with an adult ticketholder.

About PGA Tour

By showcasing golf’s greatest players, the PGA TOUR engages, inspires and positively impacts our fans, partners and communities worldwide.

The PGA TOUR, headquartered in Ponte Vedra Beach, Florida, co-sanctions tournaments on the PGA TOUR, PGA TOUR Champions, Korn Ferry Tour, PGA TOUR Latinoamérica, PGA TOUR Canada and administers PGA TOUR Q-School presented by Korn Ferry and PGA TOUR University. TOUR members represent the world’s best players, hailing from 24 countries and territories. Showcasing the biggest moments in the sport with history and legacy on the line, the PGA TOUR has long-term domestic distribution partnerships for broadcast coverage on CBS, NBC and Golf Channel and video streaming service on ESPN+. Internationally, PGA TOUR coverage is available across 200+ countries and territories in 26 languages via 44 broadcast and digital partners. Virtually all tournaments are organized as non- profit organizations to maximize charitable giving, and to date, tournaments across all Tours have generated more than $3.64 billion.

Fans can follow the PGA TOUR on the new PGA TOUR app and PGATOUR.COM, and on social media channels, including Facebook, Instagram (in Spanish, Korean and Japanese), LinkedIn, TikTok, X formerly Twitter (in English and Spanish), WeChat, Weibo, Toutiao, Douyin and LINE.


SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence, and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.

While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.

Being at the center of professional sport SPORTFIVE will use its unique position, to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Soccer, Golf, Esports, Motorsport, Handball, Tennis, Football, Basketball, Ice Hockey, Rugby, Olympics, and Multi-Sport Events and many more.