$40 Million Estimated Economic Impact, Network TV Exposure, Massive Social Media and Publicity Value, Record Attendance, $112k for Local Non-Profits
August 25, 2026 (SOUTH LAKE TAHOE, Calif/Nev.) – While Mardy Fish once again held the winner’s trophy aloft at last month’s American Century Championship, the entire destination can claim victory.
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 five days of celebrity golf generated upwards of $40 million in economic impact from expenditures on lodging, dining, entertainment, gaming, shopping, and activities, with record attendance of 86,038.
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 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.
For more information, visit: www.AmericanCenturyChampionship.com or www.visitlaketahoe.com.
Mardy Fish acknowledges the gallery after winning the 37th annual American Century Championship in Lake Tahoe, Nev.Credit: American Century Championship
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CONTACTS:
Phil Weidinger
dinger@weidingerpr.com
775-815-3993
Jenn Boyd Lemming
jennifer@weidingerpr.com
702-278-1932
About the Lake Tahoe Visitors Authority
With more than 75 plaudits and accolades from national media outlets, Visit Lake Tahoe combines the distinctive appeal of two worlds: unparalleled natural beauty and an array of world-class outdoor recreation, entertainment, nightlife and gaming. As a responsible tourism destination, it offers a balanced approach regarding social and environmental impacts to preserve its appeal for generations. For information about lodging, recreation, events, and mindful travel at Visit Lake Tahoe www.VisitLakeTahoe.com.
About American Century Investments – Tournament Title Sponsor
American Century Investments is a leading global asset manager focused on delivering investment results and building long-term client relationships while supporting breakthrough medical research. Founded in 1958, American Century Investments’ approximately 1,400 employees serve financial professionals, institutions, corporations and individual investors from offices in Kansas City, Mo.; New York; Los Angeles; Santa Clara, Calif.; Portland, Ore.; London; Frankfurt, Germany; Hong Kong; and Sydney. Jonathan S. Thomas is chairman, chief executive officer and president, and Victor Zhang serves as senior vice president and chief investment officer. Delivering investment results to clients enables American Century Investments to distribute 40% of its dividends to the Stowers Institute for Medical Research, a 500-person, nonprofit biomedical research organization with a focus on foundational research. The Institute is the largest owner of American Century Investments and has received dividend payments of more than $2 billion since 2000. For more information about American Century Investments, visit www.americancentury.com.
About NBC Sports
NBC Sports connects sports fans to the moments that matter most with premier live events, insightful studio shows, and compelling original programming. As the sports division of NBCUniversal, NBC Sports produces, programs, and promotes premier content across numerous linear and digital platforms, including NBC and Peacock. NBC Sports presents events from many of the world’s most prestigious properties, including the International Olympic Committee, International Paralympic Committee, United States Olympic and Paralympic Committee, the NFL, NBA, WNBA, Major League Baseball, Notre Dame, Big Ten Conference, Big East Conference, Big 12 Conference, PGA TOUR, USGA, PGA of America, The R&A, Churchill Downs, Premier League, and many more. It is renowned for making big events bigger and has produced some of the most-watched sporting events in U.S. media history, including Olympic Games, Super Bowls, and Sunday Night Football, primetime television’s No. 1 show for 14 consecutive years.