The PGA Tour has launched its new marketing campaign for the 2026 season, marking a noticeable shift in tone amid its ongoing rivalry with LIV Golf. The campaign, which debuted on Thursday ahead of the opening round of The American Express, prominently features Brooks Koepka alongside several of the Tour’s biggest stars.
The commercial includes appearances by Scottie Scheffler, Rory McIlroy and Tommy Fleetwood, paired with sweeping aerial visuals of iconic venues such as Pebble Beach. While the ad largely follows the PGA Tour’s traditional promotional style, its closing moments stand out.
Here’s the @PGATOUR’s new season-long marketing campaign for 2026: “Where the Best Belong.”
Brooks Koepka was a late add. Debuting today around @theamexgolf pic.twitter.com/uw2b9mQ7xW
— Josh Carpenter (@JoshACarpenter) January 22, 2026
The commercial ends with a smiling Koepka and the tagline: “Where the best belong.”
Koepka’s inclusion is significant, given his high-profile association with LIV Golf in recent years and his recent return to the PGA Tour. The messaging has been widely interpreted as a pointed assertion of the Tour’s status amid continued competition between the two circuits.
Industry observers see the campaign as a more confident and assertive move by the PGA Tour, which has spent the past few seasons responding to player defections and legal challenges linked to LIV Golf. Rather than addressing the rivalry directly, the campaign reinforces the Tour’s claim to elite talent and tradition through subtle but deliberate branding.
The ad will run throughout the 2026 season across digital and broadcast platforms, signalling the PGA Tour’s intent to reassert its identity and market position as professional golf continues to navigate an uncertain and evolving landscape.
