The US Golf Association has agreed a multi-year deal with SeatGeek, replacing AXS as USGA’s official ticketing provider for some of golf’s major championships.
The newly launched partnership will debut with the USGA’s 2026 championship season, beginning with a May 22, 2025 pre-sale for select groups ahead of the 2026 US Women’s Open, which is set to be played at Riviera Country Club in Pacific Palisades, California.
USGA’s events also include the men’s US Open and the US Senior Open.
Golf fans will be able to build their own experiences, purchasing tickets across multiple days and sessions and checking out in a single transaction. Guests will also benefit from ‘know before you go’ information thanks to SeatGeek’s fan engagement platform Rally, with this information seamlessly integrated into fans’ digital tickets.
Fans can also gain access to personalised offers based on customer profiles, while the USGA and SeatGeek are also set to collaborate on an on-site fan photo opportunity during the US Open and US Women’s Open from 2026 onwards.
USGA will also gain real-time insights for smarter sales, thanks to all fan action being captured in SeatGeek’s unified backend. Operators will have access to a 360-degree view of performance across ticket types, sessions and audiences.
USGA will also leverage SeatGeek’s box office solution, Unify, to streamline ticketing operations. The golf organisation will be able to manage inventory more effectively and deliver tailored experiences for fans using real-time data and analytics.
Additionally, SeatGeek will present the onsite Ticket Office at the US Open and US Women’s Open.
“Our fans will receive a ticketing experience that’s as exceptional as the championships themselves, and SeatGeek is the right partner to deliver that,” said Amanda Weiner, managing director, Ticketing and Global Media at the USGA.
“Their innovative platform helps us rethink how we serve our audience, from flexible purchasing options to smart on-site features, so that every touchpoint adds value to the fan experience. This partnership is another step forward in how we continue to use technology to engage with golf fans worldwide.”
Russ D’Souza, co-founder and president of supply at SeatGeek, added: “The USGA is setting a new standard for what modern golf fandom can be, where tradition meets innovation in all the best ways.
“They’re not just using technology as a tool, but also embracing it as a strategy to bring fans closer to the action, and that resonates with us deeply. We look forward to working with the USGA to redefine the championship experience while continuing to grow our presence within the world of golf.”