Client: 2024 PGA Championship | Duration: 18 Months | Location: Valhalla Golf Club, Louisville, KY
For 18 months, we had the privilege of supporting the PGA of America with comprehensive media relations and on-site press coordination—ensuring one of golf’s most anticipated events made waves on and off the course with its return to Valhalla Golf Club.
From the moment Valhalla was announced as the host, our team embedded itself alongside the PGA Championship PR team and Championship Director. Together, we built a proactive media relations strategy designed to amplify awareness, drive advance ticket sales, and strengthen relationships with national and local sports media. This included orchestrating regional press tours, issuing regular media advisories, and supporting accreditation for hundreds of credentialed journalists in compliance with PGA of America’s stringent media regulations.
We provided rolling media training for key PGA staff and volunteer spokespeople, coordinated storytelling opportunities around course preparations and community impact, and worked behind the scenes to facilitate long-lead national, regional and local coverage. When Championship Week arrived, so did the media. From dawn patrol in the media center to late-night quote checks, our team helped run daily press briefings, provide PR support for PGA ancillary events including Secretary’s Cup and PGA WORKS Beyond the Green , and inside-the-ropes access. Then, as live coverage peaked—crisis struck.
On Friday morning, world No. 1 Scottie Scheffler was arrested outside the course following a misunderstanding with law enforcement. Within minutes, our crisis communications plan was activated. Working in tandem with the PGA of America and legal counsel, we managed a coordinated media response, ensured the release of accurate and respectful statements, and moderated access to on-site updates. Thanks to measured messaging and expert handling, we helped the Championship narrative recover its balance, allowing golf—not controversy—to define the weekend.
Media Results at a Glance
- Our work over these 18 months included over $9.5 million in earned media and over 315,000,000 impressions, making the 2024 PGA Championship a record-setter in ticket sales, hospitality sales and merchandise sales.
