How Atlanta’s own TOUR Championship creates the perfect setting for relationship-driven business
In an increasingly experience-driven business environment, companies are looking for more meaningful ways to connect with clients, partners and employees. Corporate hospitality has evolved beyond traditional meetings and dinners, with live sporting events becoming one of the most effective platforms for building authentic relationships and creating memorable shared experiences.
Few events offer that opportunity like the TOUR Championship, which is the PGA TOUR’s season finale held annually at East Lake Golf Club in Atlanta. Combining world-class competition with premium hospitality, the championship creates a dynamic setting where business leaders can entertain clients, reward employees and strengthen partnerships in a relaxed and engaging atmosphere.
“The TOUR Championship is the perfect environment for leaders to build meaningful connections beyond traditional business settings,” said Alex Urban, Executive Director of the TOUR Championship. “The golf course provides a welcoming backdrop to engage on a personal level and develop lasting, impactful relationships with customers, clients and employees while enjoying a front-row seat to the best golf action in the world.”
One of the defining characteristics of PGA TOUR events is their ability to evolve year after year. Unlike permanent sports venues, tournaments are rebuilt annually, allowing organizers to continuously refine the fan and hospitality experience based on direct feedback from clients, partners and fans.
“The TOUR Championship continues to evolve every year because we listen closely to what our fans, clients and partners value most,” added Urban. “Since we build the event from the ground up annually, we have a unique opportunity to adapt and enhance the experience each year, whether its through new hospitality concepts, improved amenities or more personalized offerings.”
That flexibility has allowed the TOUR Championship to continually elevate its corporate hospitality offerings through customized packages, premium venues and enhanced guest experiences designed to meet a wide range of business and entertainment goals.
The Georgian presented by PGA TOUR Superstore.
One of the premier settings to host clients during championship week is The Georgian presented by PGA TOUR Superstore. Located along the pivotal stretch between Nos. 8 and 9 at East Lake Golf Club, The Georgian offers an upscale hospitality experience complete with all-inclusive food and beverage, climate-controlled indoor seating and expansive patios overlooking the front nine and iconic East Lake Golf Club. Designed with comfort and connectivity in mind, the venue creates an ideal environment for networking, entertaining and enjoying the world’s best golfers compete on one of golf’s biggest stages.
Delta Starter Lounge, created in partnership with Delta Air Lines.
Another standout experience is the Delta Starter Lounge, created in partnership with Delta Air Lines. Positioned around the No. 1 tee box, the venue gives guests an exclusive ground-level view as the TOUR’s top 30 players begin their rounds at the TOUR Championship. With premium food and beverage included, the Delta Starter Lounge creates an intimate, high-energy atmosphere that immerses guests in the anticipation and excitement of the season finale.
Beyond client entertainment, the TOUR Championship also provides companies an opportunity to align their brands with a premier sporting event while making a meaningful impact in the Atlanta community. Since 1998, the championship has generated more than $71 million in community impact funds through the 2025 event, supporting organizations including East Lake Foundation, Focused Community Strategies, Grove Park Foundation, Purpose Built Schools Atlanta, First Tee – Metro Atlanta and others.
“The TOUR Championship has been an integral part of this community for more than 25 years,” Urban said. “When businesses host clients, prospects or employees during championship week, they’re not only sharing in the excitement and drama of Playoff golf but also demonstrating their commitment to being good community partners who make a lasting impact in the East Lake and Metro Atlanta areas.”
As demand for premium hospitality experiences continues to grow, the TOUR Championship remains focused on innovation, personalization and relationship-building. Through feedback-driven enhancements, evolving hospitality concepts and a commitment to delivering world-class experiences on and off the course, the championship continues to set the standard for corporate entertainment in Atlanta.
For hospitality experience inquiries, please visit TOURChampionship.com/hospitality.
