The PGA Tour’s new 2026 marketing campaign (feat. Brooks Koepka) is a clear jab at LIV Golf
Ross Parker - SNS Group
Golf doesn’t have diss tracks, but if it did, the PGA Tour’s 2026 marketing campaign would be burning up the Billboard Hot 100. On Thursday, a few hours before the start The American Express, the PGA Tour debuted a new commercial that will run throughout the season. For the most part, it’s what you would expect. It’s littered with familiar faces like Scottie Scheffler, Rory McIlory and Tommy Fleetwood, as well as epic flyover shots of venues like Pebble Beach. Watch until the end, however, and you’ll notice something a little out of character for the traditionally buttoned-up league.
Yep, there he is folks. A smiling Brooks Koepka followed by a brand-new slogan:
“Where the best belong.”
OK, so it’s no “Not Like Us” (ask your kids), but the ad still represents a marked shift in the PGA Tour’s tone heading into a new season. They landed a haymaker with the return of Brooks Koepka earlier this month. After years of playing defense while LIV poached some of its biggest assets, the PGA Tour is now going in for the KO and they’re not doing it in a courtroom. They’re doing it online for the entire golf world to see.
In this case, it’s subtle. They’re working the body and landing a couple jabs. But if you’ve been following from the start, you can tell PGA Tour is now playing with its food. We’ll see how long that lasts—you also know the only thing to expect in this saga is the unexpected—but if things continue like this, this fight won’t go the distance.