The American Century Championship, an iconic celebrity golf tournament held annually in South Tahoe, will continue for at least four more years, with major partners like NBC Sports and American Century Investments extending their involvement through 2030, coinciding with the tournament’s 41st anniversary.
Since its inception in 1990, the tournament has transformed from a small event with 55 competitors to a major gathering featuring 90 sports and entertainment stars and attracting over 85,000 attendees each year. The tournament has significantly boosted Lake Tahoe’s tourism, generating an estimated $40 million in economic impact this year alone, with record attendance of 86,038.
NBC Sports’ Gary Quinn praised the collaborative efforts that have driven the tournament’s growth, while LTVA’s Carol Chaplin highlighted the region’s allure and the extensive media coverage enhancing Tahoe’s reputation. The event has garnered around 11 billion impressions and a publicity value exceeding $100 million.
In addition to offering significant exposure, the championship supports local communities with grants, contributing over $1.5 million to various organizations over the years. This year’s celebrity lineup included notable figures like Stephen Curry and Charles Barkley.
Jonathan Thomas, CEO of American Century Investments, emphasized the event’s unique blend of sports, entertainment, and philanthropy. The 38th annual championship is set for July 7-11, 2027.
