John Daly’s Masters-week tradition in Augusta isn’t going anywhere. In fact, it’s getting bigger.
Topgolf announced a multi-year partnership with the two-time major champion that will bring Daly back to its Augusta, Georgia, location during Masters week in 2027 and 2028, extending a relationship that began with his appearances there in 2026.
It’s the latest chapter in Daly’s long-running connection to Augusta, one that took an unexpected turn when the city’s Hooters closed.
For years, Daly was practically as much a part of Masters week as the traffic on Washington Road. He regularly set up shop at the Augusta Hooters, selling merchandise, signing autographs and taking photos with fans. According to ESPN, Daly made nearly $800,000 during Masters week in 2024.
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That tradition appeared to be in jeopardy when Hooters closed more than 30 company-owned restaurants, including its Augusta location. The company filed for bankruptcy in March 2025 after accumulating $376 million in debt and later moved toward a franchise-only business model.
But Daly quickly found another landing spot. Augusta television station WRDW reported that Top Dawg Tavern, located almost directly across the street from the former Hooters where Daly once parked his RV, would host him during Masters week.
Now Topgolf is getting into the John Daly business, too.
The new partnership follows Daly’s appearances at Topgolf Augusta during the 2026 Masters and will expand beyond Georgia with appearances at Topgolf venues around the country, branded content and other experiences.
“I love the vibe at Topgolf,” Daly said. “It’s a place where you can smash a golf ball, listen to music, have a drink and enjoy yourself with friends and family. That’s my kind of golf.”
The partnership also includes the return of Topgolf Nights beginning Oct. 22, along with John Daly-branded merchandise and two ready-to-drink cocktails that will be offered at 55 Topgolf locations.
“John Daly is a one-of-a-kind icon who completely disrupted this sport by refusing to be anyone but himself,” Topgolf CEO David McKillips said. “At Topgolf, we pride ourselves on breaking down barriers so anyone can play, which is exactly what makes this partnership so natural and exciting.”
For Augusta, though, there’s more coming. Topgolf said Daly will make appearances at its Augusta location during Masters week in both 2027 and 2028, with details about a new event involving Daly expected to be announced before next year’s tournament.
Daly made 12 appearances in the Masters, with his best finish coming in 1993 when he tied for third.
Tim Schmitt is the managing editor of Golfweek and the golf coordinator for the USA Today Network.
This article originally appeared on Golfweek: John Daly has a new Masters week deal in Augusta after longtime Hooters tradition