TONY FINAU FOUNDATION

What TONY FINAU FOUNDATION does

The Tony Finau Foundation is a 501(c)(3) nonprofit charitable organization founded by PGA Tour professional golfer Tony Finau and headquartered in Lehi, Utah, with operational concentration in the West Valley City and Rose Park areas of Salt Lake City. Its mission centers on empowering youth and families through three programmatic pillars: literacy, mental health, and basic needs. The foundation's primary physical asset is the 15,350 sq. ft. Tony Finau Foundation Literacy Center in West Valley City, which provides academic programming, basic needs resources, and mental health support; a multi-phase buildout to 8 elementary school campuses across the Granite School District is planned, with 2,500 sq. ft. buildings per site.

Core programs include the Birdies for Books initiative (25 books per birdie, 50 per eagle, 100 per ace Tony scores on tour), Tony's Turkeys (annual Thanksgiving meal distribution), a Mentoring Program for Utah golfers, and a COVID-era partnership with Salt Lake City nonprofit For the Kids that delivers approximately 30,000 meals per week to students in the Rose Park area. The foundation supplements donations with a branded merchandise e-commerce store (tonyfinaufoundation.org) selling co-branded products with Nike, Made by Mary, EP Head Covers, and Owala, priced from $40 to $95 per item, with all proceeds directed to programs. Annual events include the TFF Golf Classic (in partnership with the Utah Sports Commission), the TFF Gala, Tony Finau Day (a gubernatorially proclaimed annual celebration since 2017), the Christmas Market, and the Mentoring Program selection cycle.

The foundation has 1–10 employees, is privately held with no parent company or subsidiaries, and reports no publicly disclosed financials. Fundraising for the Literacy Center capital campaign has reached $750K of a $2M target (70%), with groundbreaking in 2024 and completion targeted for December 2025. The business model is event-driven and donation-based, with merchandise as a secondary revenue stream, and the go-to-market relies on Tony Finau's personal brand, earned media, and direct-to-consumer digital channels rather than formal sales infrastructure.

Name

TONY FINAU FOUNDATION

Legal name

Tony Finau Foundation

Website

https://tonyfinaufoundation.org

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

The Tony Finau Foundation is a 501(c)(3) nonprofit founded by PGA Tour golfer Tony Finau that delivers literacy, mental health, and basic needs programs to underserved youth and families in Utah, funded via donations, co-branded merchandise, and annual fundraising events including the TFF Golf Classic and Gala.

Ownership category

akta.pro rank

Product category

Charitable Foundation Services

NAICS

Grantmaking Foundations (813211), Civic and Social Organizations (8134)

SIC

Services-Social Services (8300)

akta.pro primary industry

Community Foundations (BPAGAKAB)

akta.pro secondary industry

Education Grantmaking Foundations (BPAGAKAK)

Keywords

• Youth literacy programs
• Charitable foundation services
• Community wellness programs
• Youth education support
• Basic needs assistance

Headquarters

HQ city

Lehi

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Technology or R&D

Revenue model

1. Merchandise Sales: E-commerce sales of branded merchandise including golf hats, bracelets, tumblers, and golf equipment covers. All proceeds go directly to the Tony Finau Foundation's programs.
2. Donations: Direct donations from individuals and organizations supporting the foundation's mission. Tax-deductible contributions as a 501(c)(3) organization.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Tony Finau Foundation is a 501(c)(3) nonprofit charitable organization that empowers youth and families through literacy, mental health, and basic needs programs. It operates a 15,350 sq. ft. flagship Literacy Center in West Valley, Utah, delivering academic programming, basic needs resources, and mental health support, and runs named initiatives including Birdies for Books, Tony's Turkeys, Mentoring Program, and recurring fundraising events. The foundation supplements donations with a branded e-commerce merchandise storefront (Nike, EP Head Covers, Made by Mary, and Owala collaborations), with all proceeds directed to its programs.

Product overview

The Tony Finau Foundation operates as a 501(c)(3) charitable organization focused on empowering youth and families through education, wellness, and recreation. The foundation offers a TFF Store selling branded merchandise including Nike-collaboration golf hats, Inspire Someone bracelets (Made by Mary collaboration), Owala co-branded tumblers, and EP Head Covers golf accessories. The core programs include the Tony Finau Foundation Literacy Center (15,350 sq. ft. facility in West Valley, UT providing literacy, basic needs, and mental health resources), Birdies for Books (reading program donating books for each golf shot Tony makes on tour), Tony's Turkeys (Thanksgiving meal program), and a partnership with For the Kids for food distribution. The foundation hosts annual events including Tony Finau Day, the TFF Gala, TFF Golf Classic Pro-Am, and Christmas Market, plus a Mentoring Program for Utah golfers.

Differentiator

Problem solved

Functional benefit

Brands

• Birdies for Books: Reading initiative where for every birdie (25 books), eagle (50 books), or ace (100 books) Tony Finau makes on tour, books are donated to schools in need
• Tony's Turkeys
• TFF Learning Center
• TFF Literacy Center

Products and services

• Nike x TF Retro72 Golf Hat (White) Nike's signature Retro72 Golf Hat featuring snapback closure and sweat-wicking fabric, with TF logo embroidered on the side panel. A co-branded merchandise collaboration between Nike and the Tony Finau Foundation, sold with all proceeds benefiting foundation programs.
• Nike x TF Retro72 Golf Hat (Navy) Navy colorway of the Nike x TF Retro72 Golf Hat with snapback closure, sweat-wicking fabric, and TF logo embroidered in contrasting stitching on the side panel. Co-branded merchandise collaboration with Nike, sold with proceeds going to foundation programs.
• Inspire Someone Bracelet (Silver) Sterling silver bracelet, 7 inches long with lobster clasp closure, created in collaboration with Made by Mary as part of the Inspire Someone collection. Sold with proceeds benefiting Tony Finau Foundation programs.
• Inspire Someone Bracelet (Gold) 14k Gold Filled bracelet, 7 inches long with lobster clasp closure, created in collaboration with Made by Mary as part of the Inspire Someone collection. Sold with proceeds benefiting Tony Finau Foundation programs.
• TFF Driver Head Cover Genuine leather TFF-branded elephant print EP driver head cover, produced in collaboration with EP Head Covers. Sold with proceeds benefiting Tony Finau Foundation programs.
• TFF Tumbler 40 oz double wall stainless steel thermal mug, co-branded with Owala. Sold with proceeds benefiting Tony Finau Foundation programs.
• TFF Blade Putter Cover Genuine leather TFF-branded blade putter cover, produced in collaboration with EP Head Covers. Sold with proceeds benefiting Tony Finau Foundation programs.
• TFF Mallet Putter Cover Genuine leather TFF-branded mallet putter cover, produced in collaboration with EP Head Covers. Sold with proceeds benefiting Tony Finau Foundation programs.
• Tony Finau Foundation Literacy Center A 15,350 sq. ft. interactive facility in West Valley, UT providing academic programming, basic needs resources, and mental health services to community members, with planned expansion of 2,500 sq. ft. buildings on 8 elementary school campuses across the Granite School District.
• Birdies for Books Reading program where for every birdie (25 books), eagle (50 books), or ace (100 books) Tony Finau makes on tour, books are donated to schools in need.
• Tony's Turkeys Annual Thanksgiving meal program where donations provide meals to bring families together for the holidays.
• TFF + For the Kids Partnership COVID-19 relief partnership with Salt Lake City non-profit For the Kids providing weekly food bags to approximately 500 students and their families in the Rose Park area, with For the Kids delivering around 30,000 meals weekly.
• Mentoring Program Mentorship program for Utah golfers with online applications and an annual December selection process.

Quantifiable outcome

• For every birdie (25 books), eagle (50 books), and ace (100 books) Tony makes on tour, books are donated to schools in need
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

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

• Utah Sports CommissioncoreStrategic or Co-development Partner · 1 January 2024Collaboration with Utah Sports Commission for the TFF Golf Classic, which kicks off the biggest week of golf in Utah with the annual Pro-Am event held in conjunction with the Utah Championship.
• For the KidscoreStrategic or Co-development Partner · 1 January 2020Partnership with Salt Lake City based non-profit For the Kids for COVID-19 relief efforts. Planned to provide bags of food for 500 students and their families each week during the pandemic. Every week, For the Kids delivers approximately 30,000 meals to students in the Rose Park area.
• NikemajorGTM or Marketing PartnerCollaboration with Nike for branded golf merchandise including the Nike x TF Retro72 Golf Hat. Nike's signature Retro72 Golf Hat meets the TF brand as one of Tony Finau's favorite hats to wear on the golf course.
• EP Head CoversminorOEM/ Whitelabel/ Licensing PartnerCollaboration for TFF branded putter covers (blade and mallet). EP Head Covers manufactures genuine leather branded golf equipment accessories.
• Made by MaryminorOEM/ Whitelabel/ Licensing PartnerCollaboration to create Inspire Someone bracelets. Each bracelet is 7 inches long with lobster clasp closure, available in Sterling Silver ($80) and 14k Gold Filled ($80).
• Breakout StudiominorOthersWebsite development and design agency credited for building the Tony Finau Foundation website.

Scale indicators5 records

Recent moves7 records

Expansion highlights3 records

Direct peers

• For the Kids: Salt Lake City-based nonprofit partner of TFF delivering ~30,000 meals weekly to students in the Rose Park area. Direct operational peer for the food security programming and the same geographic footprint.
• Why Not You Foundation: Founded by NFL quarterback Russell Wilson and Ciara, focused on youth education and poverty. Comparable professional athlete-led foundation with similar youth empowerment, education, and basic needs mission.
• Phil and Amy Mickelson Foundation: Foundation of PGA Tour veteran Phil Mickelson focused on youth and family support. Directly comparable as another active Tour professional's family-led 501(c)(3) with a regional geographic base and multi-cause programming.
• Jack Nicklaus Children's Healthcare Foundation: Tour legend Jack Nicklaus's foundation supporting pediatric health, wellness, and education. Comparable scale and Tour-celebrity structure with built community programs.
• TGR Foundation: Founded by PGA Tour professional Tiger Woods, TGR Foundation focuses on youth education through the ANNIKA Foundation-style STEM learning labs, college access programs, and school-based programming. It is the most direct analog as a Tour-player-led foundation with built infrastructure for underserved student populations.
• Arnold Palmer Foundation: Founded by golf legend Arnold Palmer, focusing on children's health, education, and youth development. Comparable as a long-running PGA Tour legacy foundation with similar youth-empowerment mission.
• Eat. Learn. Play. Foundation: Founded by NBA star Stephen Curry and Ayesha Curry, focused on childhood hunger, education, and safe places to play. Closely comparable multi-cause athlete-led foundation combining literacy/food security programming with celebrity merchandise.
• Davis Love Foundation: PGA Tour professional Davis Love III's foundation supporting children in need, with strong emphasis on education and basic needs. Closely mirrors TFF's literacy-plus-basic-needs mission and Tour-player fundraising model.

Broad incumbents

• V Foundation for Cancer Research: Major celebrity-athlete-founded nonprofit (Jim Valvano/ESPN legacy) with a much larger scale of operations and celebrity sports fund-raising infrastructure. Comparable as a sports-celebrity-anchored nonprofit model.
• Boys & Girls Clubs of America: Large national nonprofit delivering youth development, education, and basic needs programming across a federated club network. Comparable in youth literacy and basic-needs mission but operates at vastly greater scale and geographic breadth.

Market position

Strengths3 records

Weaknesses3 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/finaufoundation?lang=en
• Facebookfacebook.com/tonyfinaufoundation
• Instagraminstagram.com/tonyfinaufoundation/?hl=en
• LinkedInlinkedin.com/company/tony-finau-foundation

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 TONY FINAU FOUNDATION