LAKE TAHOE, Nev./Calif. – It wasn’t just Mardy Fish who won at Edgewood Tahoe in July during the American Century Championship. While his first-place prize money was $150,000 (with $600,000 spread between the other golfers), and Fish held up the trophy on the 18th hole, newly released numbers show the five-day tournament generated upwards of $40 million in economic impact for the area.
New records during the 37th annual tournament, July 8-12, continue to benefit both sides of the state line as the area’s most impactful special event of the year. The economic impact comes from expenditures by the record attendance of 86,038 on lodging, dining, entertainment, gaming, shopping, and activities.
International exposure from network television for the tournament – the highest since 2004 for Sunday viewership, 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.
As the destination marketing organization sponsor, LTVA’s objectives towards visitation impact were realized. Combined with television tune-in and brand awareness reinforcement, campaign efforts have established the tournament in next-level prominence on the American sports and entertainment landscape.
“In addition to the exposure, this event augments our overall marketing efforts and gives back to the community through annual contributions to our local non-profits,” said Carol Chaplin, president and CEO of the LTVA. “The spectacular beauty of the Lake, the mountains and the combination of outdoors and indoors plays dramatically, emotionally and memorably throughout 11 hours of television coverage. Then there’s the annual association of 90 famous celebrities that supports Tahoe’s quality-of-life vibe and reputation.”
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.
The Lake Tahoe Visitors Authority will be awarding $82,000 in grants to area non-profits as a result of the event, bringing total local donations to $112,000. Since its inception in 1990, the American Century Championship has donated more than $8.5 million to local and national charitable organizations.
Golf’s preeminent celebrity tournament included a field of 90 stars featuring Stephen Curry, Charles Barkley, Annika Sorenstam, Miles Teller, 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.
American Century Investments celebrated its 28th anniversary as the tournament’s title sponsor, one of the longest associations in golf, with a commitment through 2029 to the tournament’s 40th anniversary.
The 38th annual American Century Championship is July 7-11, 2027.
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