John Daly's Masters week tradition, which had been in danger of disappearing, is set to expand under a new sponsor.
Topgolf, the U.S. sports entertainment group, said on the 21st that it had signed a multiyear partnership with Daly. Under the deal, Daly will visit the Topgolf venue in Augusta, Georgia, during the 2027 and 2028 Masters tournaments and take part in various activities with the company.
Daly, known for his prodigious driving, won five times on the PGA Tour, including two major titles. Away from the course, he has drawn public attention for his distinctive fashion, drinking and gambling.
His best Masters finish was a tie for third in 1993, and his last appearance at the tournament came in 2006. Even so, he returned to Augusta every April during Masters week, selling merchandise at a Hooters restaurant near Augusta National Golf Club and holding autograph sessions with fans. ESPN reported that sales during the week of the 2024 Masters reached $800,000.
The tradition was thrown into doubt last year, when Hooters, which had filed for bankruptcy, decided to close its Augusta location. Daly sold his merchandise across the street from the restaurant as a stopgap.
He visited the Topgolf venue in Augusta at the time, and that visit led to the partnership announced this week. Daly plans to take part in branded content production and fan experiences at Topgolf venues across the U.S. Topgolf is also planning new events with him during next year's Masters, according to the company.
"I love the vibe at Topgolf," Daly said. "It's a place where you can hit balls, listen to music, have a drink and spend time with friends and family. That's the golf I'm after."
Topgolf Chief Executive David McKillips said Daly is a singular icon who brought innovation to golf with his own distinctive style. "Topgolf takes pride in breaking down barriers so that anyone can enjoy golf," he said. "That makes this partnership feel very natural, and we're excited about it."