The golf creator economy continues to expand as The Peoples League launches with 12 social media stars who boast a combined following of nearly 20 million. 

According to Front Office Sports, the league debuts at Hammock Beach Golf Resort & Spa in Palm Coast, Florida, marking the latest development in organized competition for golf content creators.

The league features four three-person teams, including notable figures such as former professional golfer Luke Kwon, who won the PGA Tour’s Creator Classic, and rapper Ja Rule. All founding members receive equity stakes in the league at no cost and will earn a percentage of league revenue. 

Underdog Fantasy serves as the presenting sponsor, with prize money to be announced for both team and individual competitions.

The initial roster comprises:

• Team 1: Martin Borgmeier, DOD King, Alexa Melton
• Team 2: Luke Kwon, Sam Heung Min, and Tooms Golf
• Team 3: Ja Rule, Snappy Gilmore, and Claire Hogle
• Team 4: Jenna Bandy and The Pointer Brothers (Henry and Mike)

Growing Competition in Creator Golf

The Peoples League enters an increasingly active space for golf creator competitions. The PGA Tour recently announced a three-event creator series for 2025, expanding on its Creator Classic from August 2023. 

Good Good Golf, with 1.74 million YouTube subscribers, partnered with Golf Channel earlier this month for a live event ahead of the WM Phoenix Open.

The Q at Myrtle Beach will hold its second edition this spring, offering 16 players a chance to earn a sponsor exemption into the PGA Tour’s Myrtle Beach Classic. The competition’s format allows teams to determine their own terms, including handicap, tee positions, and scoring systems.

LIV Golf recently announced a content creation partnership with Rick Shiels, one of YouTube’s most prominent golf personalities, amid declining TV viewership.

The Peoples League plans to expand to 32 players across eight teams by the end of the year, with further growth projected for 2026. The league’s debut event features three matches in a round-robin tournament, with content distributed across creators’ YouTube channels and the league’s official account over six weeks.

CEO Jared Augustine, who raised angel funding for the launch, described the league as a “logical next step” in the evolution of golf content creation. The league aims to eventually include “every creator with influence in this space,” though the implications for creators like Kwon, who may compete across multiple leagues, remain unclear.

While PGA Tour professional Rory McIlroy expressed a preference for traditional tournament golf at the AT&T Pebble Beach Pro-Am, he acknowledged the growing audience for creator content and the significant market demand for alternative competition formats.