New developments in golf always attract a certain level of resistance. Be it LIV or TGL. The same happened when the PGA Tour announced the Good Good Championship in partnership with Good Good Golf. Addressing the backlash from the orthodox fans, the brand’s CEO, Matt Kendrick, revealed the real mission of the new event.

Matt joined Golf Central, glazing over the sponsored 2026 event. The host acknowledged the elephant in the room: “You’re tapping into a more traditional golf viewer and hopefully introducing them to what you do. There are always going to be some traditional fogeys in golf who look at any innovation as something that threatens the fundamental value of the game.”

Addressing these potential threats to the event, CEO Kendrick made it clear that the event is not looking to

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