American Family Insurance Championship

What American Family Insurance Championship does

The American Family Insurance Championship is an annual professional golf tournament on the PGA TOUR Champions circuit, held at TPC Wisconsin in Madison, Wisconsin, and operated as a non-profit sponsorship initiative of American Family Insurance (American Family Mutual Insurance Company, S.I.). Founded in 2016 and co-created with PGA TOUR Champions and Wisconsin-native PGA TOUR player Steve Stricker, the event runs a three-round team format featuring 78 players in pairs. The core product is the tournament itself, supplemented by ticket sales, a Celebrity Foursome charity exhibition hosted by Andy North, a recurring concert series (e.g., Train in 2024; Megan Moroney and Clint Black in 2025; Little Big Town in 2026), Pro-Am participation, and corporate sponsorship packages spanning 1,700+ sponsors across insurance, energy, healthcare, financial services, food and beverage, and professional sports. The Steve Stricker American Family Insurance Foundation manages charitable distribution, having awarded 1,100+ grants and over $21.78 million to Wisconsin nonprofits since inception, with the American Family Children's Hospital as a primary beneficiary. The 2025 event raised more than $2 million for charity, following $2.5 million in 2024 and $2.4 million in 2023.

Revenue is generated through three primary streams: spectator ticket sales (sold direct via the official website and the Cueto EMS donation/ticketing portal), a multi-tier corporate sponsorship program offering logo placement, venue signage, hospitality suites, and Pro-Am participation, and charitable contributions channeled through the associated foundation. Marketing is conducted through an owned digital ecosystem — amfamchampionship.com, email newsletters, Twitter/Facebook/Instagram, and YouTube — supplemented by earned media in outlets such as Yahoo News, Milwaukee Journal Sentinel, Wisconsin State Journal, WMTV-NBC15, and ESPN Wisconsin, with broadcast distribution via PGA TOUR Champions media partnerships.

Name

American Family Insurance Championship

Legal name

American Family Mutual Insurance Company, S.I.

Website

https://amfamchampionship.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

The American Family Insurance Championship is a non-profit PGA TOUR Champions golf tournament held annually at TPC Wisconsin in Madison, serving spectators, corporate sponsors, and Wisconsin charitable causes through ticket sales, sponsorships, and foundation grants.

Ownership category

akta.pro rank

Product category

Professional Golf Tournament / Sports Event Entertainment

NAICS

Spectator Sports (71121), Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Golf Tours & Professional Circuits (MPAKAAAK)

akta.pro secondary industries

Individual Sports Events (Tennis, Golf, Boxing/MMA, Athletics) (MPAGAMAC), Venue-Owned/Operated Event Organizers (In-House Promoters) (MPAKADAI)

Keywords

• Professional golf tournament
• Sports entertainment event
• Charity fundraising event
• Corporate sponsorship programs
• Community impact grants

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Others

Revenue model

1. Ticket Sales: The championship generates revenue through ticket sales to spectators attending the tournament at TPC Wisconsin. Tickets are sold through the official website and the event's donation/ticketing portal.
2. Corporate Sponsorships: The tournament features an extensive portfolio of corporate sponsors spanning multiple industries including insurance, energy, automotive, healthcare, food and beverage, and financial services. Sponsors receive visibility through logo placement on the tournament website, venue signage, and event materials.
3. Charitable Donations: Proceeds from the tournament benefit the Steve Stricker American Family Insurance Foundation and local charities, including the American Family Children's Hospital. The foundation distributes grants to nonprofit organizations.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

The American Family Insurance Championship is an annual professional golf tournament on the PGA TOUR Champions circuit, hosted by Steve Stricker and held at TPC Wisconsin in Madison, Wisconsin. The event operates as a non-profit, selling spectator tickets, corporate sponsorships, and ancillary experiences (Celebrity Foursome exhibition, Pro-Am competition, headline concerts) while directing proceeds to charity through the Steve Stricker American Family Insurance Foundation.

Product overview

The American Family Insurance Championship is a single, unified sports entertainment product — an annual professional golf tournament on the PGA TOUR Champions. The core offering is the tournament itself, which features competitive golf featuring PGA TOUR Champions players in a team format. Supporting products include ticket sales, a celebrity exhibition event (Celebrity Foursome), live concert entertainment, Pro-Am participation opportunities, and a charitable foundation (Steve Stricker American Family Insurance Foundation) that distributes tournament proceeds to community causes. Corporate sponsorship packages and volunteer programs round out the portfolio. The championship has raised over $21.78 million for charity since its inception in 2016.

Differentiator

Problem solved

Functional benefit

Brands

• Celebrity Foursome: A 9-hole charity exhibition featuring celebrities and sports figures held during tournament week, hosted by Andy North.

Products and services

• American Family Insurance Championship Tournament Annual professional golf tournament on the PGA TOUR Champions circuit featuring 76 players competing in a team format across three rounds, held at TPC Wisconsin in Madison, Wisconsin, hosted by Steve Stricker.
• Tournament Tickets Admission tickets sold to spectators to attend the annual golf championship tournament at TPC Wisconsin, offered through the official website and the Cueto EMS donation/ticketing portal.
• Celebrity Foursome A 9-hole charity golf exhibition featuring celebrities, sports stars, and notable personalities hosted by Andy North during tournament week.
• Pro-Am Competition Amateur golf experience where participants can play alongside PGA TOUR Champions players during tournament week events.
• Championship Concert Live music entertainment performances held during tournament week, featuring headline country and pop artists as part of the championship experience.
• Corporate Sponsorship Packages Corporate sponsorship opportunities for businesses to align with the championship, offering logo placement on the tournament website, venue signage, event materials, hospitality suites, and Pro-Am participation across multiple sponsorship tiers.
• Steve Stricker American Family Insurance Foundation Charitable foundation associated with the championship that distributes proceeds to Wisconsin nonprofits, scholarships, and community organizations, having raised over $21.78 million and awarded 1,100+ grants since 2016.

Quantifiable outcome

• Over $21.78 million raised for charity since 2016
• +3 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core, major and minor.

• Steve StrickercoreStrategic or Co-development PartnerSteve Stricker, Wisconsin native and PGA TOUR player, is the tournament host and founder. He co-created the championship in 2016 with American Family Insurance and PGA TOUR Champions. Stricker competes in the tournament while managing his recovery from hip replacement surgery.
• PGA TOUR ChampionscoreStrategic or Co-development PartnerPGA TOUR Champions is the senior professional golf tour that sanctions the American Family Insurance Championship as an official tournament on their schedule. The tour provides player participation, broadcasting, and organizational support.
• Steve Stricker American Family Insurance FoundationcoreStrategic or Co-development PartnerThe foundation manages charitable proceeds from the tournament, distributing grants to nonprofit organizations and local communities. Since 2016, has distributed over $21.78 million in proceeds and made more than 1,100 charitable grants.
• TPC WisconsincoreStrategic or Co-development PartnerTPC Wisconsin is the golf course venue hosting the American Family Insurance Championship. The tournament moved to this location in 2025 from University Ridge Golf Course, which hosted from 2016-2024.
• Alliant EnergymajorGTM or Marketing PartnerAlliant Energy is a major sponsor of the American Family Insurance Championship with logo placement on tournament materials.
• Culver'smajorGTM or Marketing PartnerWisconsin-based restaurant chain Culver's is a sponsor of the championship with prominent logo placement on the tournament website and materials.
• American Family Children's HospitalcoreStrategic or Co-development PartnerPrimary charitable beneficiary of the American Family Insurance Championship since its inception. The hospital has received significant support through tournament proceeds.
• UW HealthmajorStrategic or Co-development PartnerUW Health is a sponsor and healthcare partner associated with the championship and its charitable mission.
• Green Bay PackersmajorGTM or Marketing PartnerThe NFL's Green Bay Packers franchise is a sponsor of the American Family Insurance Championship, bringing Wisconsin sports connection to the event.
• Milwaukee Brewers Baseball ClubmajorGTM or Marketing PartnerThe MLB team is a sponsor of the championship, connecting another Wisconsin professional sports franchise with the golf tournament.
• Atlanta FalconsminorGTM or Marketing PartnerNFL franchise is listed as a sponsor of the American Family Insurance Championship.
• Indianapolis ColtsminorGTM or Marketing PartnerNFL franchise is listed as a sponsor of the American Family Insurance Championship.
• Milwaukee BucksmajorGTM or Marketing PartnerNBA champion Pat Connaughton of the Milwaukee Bucks participated in the Celebrity Foursome exhibition at the 2024 AmFam Championship. The Bucks are listed as a tournament sponsor.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• PNC Championship: PGA TOUR Champions-sanctioned annual golf event featuring professional golfers paired with family members. Comparable as a senior-tour event with a unique format twist and strong sponsor backing, sharing the same tour infrastructure.
• Travelers Championship: Corporate title-sponsored PGA TOUR event with deep regional community ties in its host state and significant annual charitable giving. Comparable operational model combining insurance/financial-services sponsor backing with tournament-driven philanthropy.
• The Memorial Tournament: PGA TOUR-hosted invitational with a celebrity host (Jack Nicklaus) model and a strong charitable beneficiary focus (Nicklaus Children's Health Care Foundation). Highly analogous to the American Family model of a star golfer host pairing elite play with community impact.
• Constellation Senior Players Championship: PGA TOUR Champions major event with a long-running title sponsor integration model and similar professional senior field. Comparable in charity-impact positioning and major-championship-style prestige on the same tour.
• Regions Tradition: Another major PGA TOUR Champions event held annually with a similar tournament-week format, professional senior field, and charitable beneficiary structure. Directly comparable in event scale, audience, and operational model.
• Charles Schwab Cup Championship: PGA TOUR Champions season finale with comparable broadcast profile, title sponsor model, and senior professional field. Operates on the same tour with a similar multi-day live golf event structure and sponsor integration focus.
• Mitsubishi Electric Championship at Hualalai: PGA TOUR Champions season-opening event held annually at a premium resort venue. Comparable in format, title sponsorship model, and senior tour field strength.

Broad incumbents

• PGA TOUR: The governing body that owns and sanctions PGA TOUR Champions, the circuit on which the American Family Insurance Championship is held. Provides tour-level scheduling, broadcasting, and organizational infrastructure comparable to the structure within which this event operates.

Others

• IMG (Endeavor): Global sports and event management company that operates and consults on numerous golf tournaments and major sporting events. Relevant as an adjacent ecosystem participant that supports tournament operations similar in scope to the AmFam Championship.

Emerging players

• American Century Championship: Celebrity golf tournament featuring sports and entertainment figures. Comparable through its shared use of the team/celebrity exhibition format and charity-driven event product, although it is a non-PGA-sanctioned event.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/amfamchamp
• YouTubeyoutube.com/playlist?list=PLq-9nVEV5rACHtmofH6DKS8lK0wdEACbl
• Instagraminstagram.com/amfamchampionship
• Facebookfacebook.com/AmFamChampionship
• LinkedInlinkedin.com/company/american-family-insurance-championship

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about American Family Insurance Championship