SOUTH LAKE TAHOE, Oct. 6, 2026 – The American Century Championship’s major partners: NBC Sports, American Century Investments, Lake Tahoe Visitors Authority, area hotel/casinos and Edgewood Tahoe 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 popular spectator 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 as host site, 28 years with American Century Investments as title sponsor and support from the entire community has elevated this event to prominence on the national sports stage,” said Gary Quinn, Vice-President, Programming and General Manager, Owned Properties, NBC Sports. “We’re proud of this unique accomplishment and we recognize the vision, leadership and determination of the Tahoe entities.”
The tournament has successfully navigated and enhanced the attention of Lake Tahoe 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 now sell out many lodging properties within a 30-mile radius.
More than 550 celebrities have played in the tournament over the years and over $8.5 million dollars has been raised for charities ranging from the Fire Department of New York charities at the tournament following the September 11, 2001, terrorist attacks, COVID-19 relief charities during the pandemic and disaster relief organizations following wildfires in the area, as well as to scores of regional non-profits that enrich the lives of residents within the Lake Tahoe and Stateline area. The Stowers Institute for Medical Research, the largest owner of title sponsor American Century Investments, has been the tournament’s primary charitable beneficiary.
“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.”
The economic impact of last July’s ACC is estimated at over $40 million from expenditures on lodging, dining, entertainment, gaming, shopping and activities among the 90 celebrities and the record attendance of 86,038.
“The spectacular beauty of the Lake, mountains and outdoor/indoor recreational facilities are a key component of the 11 hours of television coverage each year,” said Carol Chaplin, LTVA’s 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 we’re primed for more popularity through the rest of this decade.”
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.
International exposure from network television for the tournament also serves as an annual branding reminder of South Tahoe’s popularity as a world class destination. From an exposure standpoint, unprecedented results from social media and publicity campaigns among NBC Sports, Peacock, NBCSN, American Century Investments, Lake Tahoe Visitors Authority and its partners resulted in total viewership and audience impressions of 11 billion, with 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 even captured Hollywood’s interest with Entertainment Tonight, Access Hollywood, and People Magazine, US Weekly on-site.
While Mardy Fish once again held the winner’s trophy aloft at last July’s American Century Championship, the entire tournament can claim victory.
The 38th annual American Century Championship is July 7-11, 2027.
For more information, visit: www.AmericanCenturyChampionship.com or www.visitlaketahoe.com.
About American Century Investments – Tournament Title Sponsor
American Century Investments is a leading global asset manager focused on delivering investment results and building long-term client relationships while supporting breakthrough medical research. Founded in 1958, American Century Investments' approximately 1,400 employees serve financial professionals, institutions, corporations and individual investors from offices in Kansas City, Mo.; New York; Los Angeles; Santa Clara, Calif.; Portland, Ore.; London; Frankfurt, Germany; Hong Kong; and Sydney. Jonathan S. Thomas is chairman, chief executive officer and president, and Victor Zhang serves as senior vice president and chief investment officer. Delivering investment results to clients enables American Century Investments to distribute 40% of its dividends to the Stowers Institute for Medical Research, a 500-person, nonprofit biomedical research organization with a focus on foundational research. The Institute is the largest owner of American Century Investments and has received dividend payments of more than $2 billion since 2000. For more information about American Century Investments, visit www.americancentury.com.
About the Lake Tahoe Visitors Authority
With more than 75 plaudits and accolades from national media outlets, Visit Lake Tahoe combines the distinctive appeal of two worlds: unparalleled natural beauty and an array of world-class outdoor recreation, entertainment, nightlife and gaming. As a responsible tourism destination, it offers a balanced approach regarding social and environmental impacts to preserve its appeal for generations. For information about lodging, recreation, events, and mindful travel at Visit Lake Tahoe www.VisitLakeTahoe.com.
About NBC Sports
NBC Sports connects sports fans to the moments that matter most with premier live events, insightful studio shows, and compelling original programming. As the sports division of NBCUniversal, NBC Sports produces, programs, and promotes premier content across numerous linear and digital platforms, including NBC and Peacock. NBC Sports presents events from many of the world’s most prestigious properties, including the International Olympic Committee, International Paralympic Committee, United States Olympic and Paralympic Committee, the NFL, NBA, WNBA, Major League Baseball, Notre Dame, Big Ten Conference, Big East Conference, Big 12 Conference, PGA TOUR, USGA, PGA of America, The R&A, Churchill Downs, Premier League, and many more. It is renowned for making big events bigger and has produced some of the most-watched sporting events in U.S. media history, including Olympic Games, Super Bowls, and Sunday Night Football, primetime television’s No. 1 show for 15 consecutive years.
CONTACTS:
Phil Weidinger (West Coast)
dinger@weidingerpr.com
775-815-3993
Steve Griffith (East Coast)
sgriffith@viziongroup.net
484-362-2682
Jeremy Friedman (NBC Sports)
jfriedman@outlyr.com
407-721-9752