STATELINE, Nev. – The American Century Championship’s major partners: NBC Sports, American Century Investments, Lake Tahoe Visitors Authority, Caesars Republic and Harrah’s Lake Tahoe, and Edgewood Tahoe Golf Course have all agreed to a four-year extension through 2030 when the nation’s leading celebrity golf tournament will celebrate its 41st anniversary.
The agreements are synchronized from a timing standpoint, reflecting the collaborative effort that has enabled the event to grow dramatically, especially since the COVID years earlier this decade. The event is the longest running celebrity tournament in the country and has emerged as one of golf’s most entertaining events. From humble beginnings in 1990 as replacement programming during the MLB strike with 55 competitors and 1,500 spectators, the tournament now features 90 sports and entertainment stars and more than 86,000 attendees, with exponential growth in brand prominence, attendance and recognition in the golf and TV sports marketplaces.
“Relationships, trust, and friendships developed over 37 years with the Lake Tahoe Visitors Authority as destination marketing organization, Edgewood Tahoe, Caesars Republic and Harrah’s Lake Tahoe, American Century Investments as title partner and support from the entire community has elevated this event to prominence on the national sports stage,” said Gary Quinn, NBC Vice-President, Programming and General Manager, Owned Properties. “We’re proud of the continued growth and recognize the collaborative vision, leadership and determination of our Tahoe partners to encourage each other to be bigger and better each year.”
The tournament has successfully navigated and enhanced the attention of Lake Tahoe nationally and internationally to become the most prominent attraction in the region. NBC’s commitment to diversifying the celebrity field on an annual basis has kept the event fresh and vibrant, as evidenced by the massive crowds that annually sell out desirable lodging properties within a 30-mile radius.
As the destination marketing organization sponsor, LTVA has provided the funding, marketing expertise, and partnered with community and business associations to assure South Tahoe as ACC host site since its inception in 1990. LTVA’s objectives towards visitation impact were overwhelmingly exceeded as five days of celebrity golf generated upwards of $40 million in economic impact from expenditures on lodging, dining, entertainment, gaming, shopping, and activities among record attendance of 86,038.
“The spectacular beauty of the Lake, mountains and outdoor/indoor recreational facilities are key components of the 11 hours of television coverage each year,” said Carol Chaplin, LTVA president and CEO. “And then add the impact and buzz from 90 famous celebrities talking to media about Tahoe’s quality-of-life reputation and area vibe on a regular basis. The spirit of collaboration among our Lake Tahoe partners with NBC Sports and American Century Investments is the reason the destination is primed for more success through this decade.”
Combined with television tune-in and brand awareness reinforcement, LTVA-directed public relations and social media campaign efforts have established the tournament in next-level prominence on the American sports and entertainment landscape. Total viewership and audience included impressions 11 billion impressions, more than 7,300 stories in print, online, radio and broadcast, and an exponential social media expansion resulting in a publicity value of $100+ million.
National media exposure included the Associated Press, Today, ESPN, SI.com, Golf.com, The Athletic, San Francisco Chronicle, and network and major market television and radio affiliates throughout the country, plus dozens of national sports radio, podcasts and social media platforms. On-site coverage also included three days of broadcasts of the Dan Patrick Show, and Barstool Sports’ Pardon My Take show, and NBC Sports Bay Area. The celebrity field also captured Hollywood’s interest with Entertainment Tonight, Access Hollywood, and People Magazine, US Weekly on-site.
International attention from network television for the tournament also serves as an annual reputational reminder of South Tahoe’s popularity as a world class destination.
“In addition to the exposure, this event augments our overall marketing efforts, and this year will provide $112,000 through community grants to our local non-profits, while other volunteer groups who’ve staffed concessions booths have also benefitted,” noted Chaplin. “Through the years, we’re proud to have donated over $1.5 million to local organizations to assist residents within the South Lake Tahoe, Stateline and Douglas County areas.”
LTVA also organizes, trains and manages the volunteer program of 400+ people whose efforts make the tournament possible.
“Together with NBC, Lake Tahoe Visitors Authority and all our local partners, we have created something truly unique: an event that brings together sports, entertainment, community and philanthropy while providing a powerful platform to the groundbreaking work at the Stowers Institute for Medical Research,” said Jonathan Thomas, chairman, CEO and president of American Century Investments. “We’ve all made the American Century Championship better every year, transforming it over decades from a modest celebrity golf tournament into one of the most recognized and enduring events in sports.”
More than 550 celebrities have played in the tournament over the years. This past July, the field included a lineup featuring Stephen Curry, Charles Barkley, Annika Sorenstam, Miles Teller, Nate Bargatze, Jason Kelce, Mardy Fish, Joe Pavelski, 18 sports Hall of Famers and dozens of All-Stars, as well as Grammy and Emmy award-winning entertainers, comedians and actors.
The 38th annual American Century Championship is July 7-11, 2027.
For more information, visit: www.AmericanCenturyChampionship.com or www.visitlaketahoe.com.
