Today, full-service sports marketing agency PIVOT announced that they will serve as the commercial agency of record for The Bay Golf Club. Announced last month, The Bay Golf Club — co-owned by Avenue Sports Fund with investment from Stephen Curry, Andre Iguodala, and Klay Thompson — is building a brand that brings the fun, swagger, and excitement of the team’s market and esteemed ownership group to golf’s rapidly growing fanbases. PIVOT Agency will help to shape The Bay Golf Club's corporate partnership strategy with globally leading brands and develop unique business opportunities for the team in and out of golf. The Bay Golf Club is a founding team of TGL presented by SoFi which is pushing to be at the forefront of innovation in sport, blending advanced technology with live-action golf in prime time.
"PIVOT is excited to partner with The Bay Golf Club," said Patrick Cassidy, Executive Vice President, Property Sales at PIVOT Agency. "As the TGL league takes golf to new heights, The Bay Golf Club offers brands a unique platform to engage with audiences through innovative experiences and cutting-edge content."
Inspired by the rich sporting heritage of the Bay Area, The Bay Golf Club embodies a winning ethos and youthful exuberance. The team boasts an exciting inaugural roster of World No. 4 Ludvig Åberg, No. 5 Wyndham Clark, rising star Min Woo Lee, and 2019 Open Champion Shane Lowry, poised to carry out the club’s mission. The team reaches global fan bases with golfers from the US, Sweden, Ireland, and Australia and a combined social audience of nearly 2 million. Not only will they form one of the most competitive squads in the League, they’ll be one of the most electric to watch when the season tees off in 2025.
The inaugural season of TGL presented by SoFi promises a must-watch fusion of sport and technology, with 24 players competing across six teams in a modern match-play format. The action kicks off on January 7th, 2025 at the SoFi Center at Palm Beach State College, a state-of-the-art venue featuring a data-rich virtual course and a pioneering short game complex.
“We look forward to working with PIVOT to secure partnerships with brands to leverage national exposure of the league and the hometown excitement throughout the Bay Area, leveraging some of the best golf courses in the world, a dynamic sports market, and local team investors including Steph Curry, Andre Iguodala and Klay Thompson,” said Ned Watkins, President of The Bay Golf Club.
About The Bay Golf Club
The Bay Golf Club is a founding team in the TGL presented by SoFi, a league founded by Tiger Woods, Rory McIlroy, and TMRW Sports. TGL is a new team-based Golf league in partnership with the PGA TOUR where PGA Tour golfers compete in a tech-driven competition that features a data-rich virtual course and highly dynamic short-game complex. The first TGL season will start in early 2025.
The Bay Golf Club draws inspiration from the Bay Area, one of the winningest markets in professional sports and home to some of the best golf courses in the world. Rooted in youth culture and championship swagger, The Bay Golf Club is bringing a new energy to golf culture with majority owner, Marc Lasry’s Avenue Sports Fund. The Bay Golf Club represents the growing Golf community who, like investors Stephen Curry, and additional investors Andre Iguodala and Klay Thompson, find joy in Golf and want to share it with others.
Follow The Bay Golf Club on Twitter, Instagram, TikTok, and YouTube @TheBayGolf
About Avenue Sports Fund
Launched in 2023, Avenue Sports Fund provides capital solutions to a wide variety of established teams and leagues across the globe, as well as investments in emerging sport properties to capitalize on areas of exponential growth. The Sports Fund also invests in sports-related media and entertainment rights, real estate, and other adjacent businesses. Avenue Sports Fund, led by Marc Lasry, is a fund of Avenue Capital group, a global investment firm focused on making opportunistic credit and other special situation investments across the United States, Europe, and Asia. Avenue, founded in 1955 by Marc Lasry and Sonia Gardner, draws on the skills and experience of over 60 investment professionals, more than 180 employees, and ten offices worldwide from its headquarters in New York. Avenue has assets under management of approximately $12.9 billion.
About PIVOT Agency
Founded in 2013, PIVOT Agency is a full-service sports marketing agency, built at the nexus of brands and culture, and forming alliances between consumer brands, athletes, sports, the arts, causes, business and media. PIVOT operates through three core divisions: Property Consulting, Travel & Hospitality and Brand Consulting.
The Property Consulting division represents teams, leagues, universities and emerging sports to help develop strategy and maximize corporate sponsorship revenue with top organizations in the sports and entertainment world.
Travel & Hospitality division handles all road game travel for professional teams, sourcing, negotiating, and contracting all hotel accommodations. Builds and creates “money can’t buy” experiences to some of the world’s premier events, including athlete meet & greets, tickets, VIP access, F&B, and all travel needs.
PIVOT’s Brand Consulting division uses data and insights to develop, negotiate, measure, and activate sports and entertainment partnerships for leading brands.
