Two Brothers, One Beer, and a Golf Course – A Fresh Twist on Sports Sponsorships

A beer brand from Columbus, Ohio is stepping onto the green ahead of golf’s biggest showdown. Garage Beer, founded by NFL stars Travis and Jason Kelce, recently teamed up with Malbon Golf, a company blending golf fashion with streetwear culture. Their goal isn’t just selling a drink – it’s about keeping the vibe of the game relaxed and fun. The timing makes sense. The Masters, one of golf’s top tournaments, kicks off in Augusta, Georgia. Instead of sticking to traditional sponsorships, Garage Beer will be at the event serving a lighter beer option with 95 calories. They’re also handing out co-branded merch, including pin flags and limited-edition cigars, blending golf tradition with modern flair.

What makes this deal interesting is how Garage Beer positions itself. Unlike many brands that chase trends, they focus on what they call “doing things the right way. ” That means quality over shortcuts. Malbon Golf, a brand that started in 2017, shares that mindset. Founded by a couple who love golf, their apparel feels like streetwear but plays on the course. They’ve built a following among rappers, skaters, and even some Tour pros—not exactly the usual golf crowd. The partnership doesn’t stop at the Masters. Garage Beer and Malbon will keep working together at various events. Think pop-up shops, casual meetups, and maybe even more limited drops. Their hope? Make golf feel less stuffy and more like a hangout with friends. That’s a big shift from the way golf has often been seen. Critics might wonder if this mix of beer, fashion, and golf will last. Golf’s traditionalists could turn their noses up at cigars and cold brews on the course. But Malbon and Garage Beer seem to be betting on a younger, more diverse crowd. After all, golf isn’t just for the old guard anymore.

Actions