Bank Of America, Youth On Course Launch Junior Golf Effort At Masters
Just over six months ago, Bank of America signed on as the fourth Champion Partner of the Masters Tournament, with Chairman Fred Ridley acknowledging the financial institution's support of grow-the-game efforts. BofA in February then partnered with Youth on Course, promising to accelerate youth access to golf.
The new partnerships now intersect with the launch of 'Golf with Us,' an initiative Bank of America is backing to provide more than 50,000 juniors nationwide with affordable access to golf courses nationwide.
New members between the ages of 6 and 18 who join Youth on Course through May 24 will get a complimentary one-year membership valued at $30. The Youth on Course membership provides kids with subsidized access to thousands of golf courses for just $5 per round, significantly lowering the financial barrier that can prevent some young people from experiencing one of the nation's fastest growing sports.
Thanks to BofA's ties with the Masters, a creative campaign for the effort will be launched this week during the year's first major championship.
There are other strategic elements to the timing of the partnership, as both golf participation and Youth on Course's impact have seen notable growth in recent years. Youth on Course, which began in 2006, has helped kids play more than 3.2 million subsidized rounds of golf, partnering with over 2,000 courses while expanding to all 50 U.S. states and Canada. The organization ended 2024 with nearly 250,000 members, a number that continues to climb.
Bank of America partnered with Youth on Course earlier this year and now is launching its first ... More growth initiative.
The organization's success hasn't come without challenges.
Youth on Course CEO Adam Heieck noted last summer that the surge in golf's popularity – there were a record number of rounds played again in 2024 – has created a competitive environment for tee times at public courses. "There's not a lot of unused tee times out there and golf course owners and operators are trying to maximize dollars,' said Heieck.
Bank of America's commitment extends beyond just offering free memberships. The financial institution is working to address the tee time availability challenge by helping fund the expansion of municipal course locations participating in the program.
Golf facilities owned and/or operated by municipalities, home to courses that currently represent about 40% of Youth on Course's facility partners but account for 50% of subsidized rounds, are crucial to the program's success as they are typically more accessible to diverse populations in urban centers.
"Golf has the power to shape young lives in incredible ways -- not just through the sport itself, but through the friendships, confidence and opportunities it creates," said Heieck. "Through this partnership with Bank of America, we're making it possible for more kids across the country to step onto the course and discover what's possible. This partnership is about more than just golf; it's about opening doors and changing futures."
Youth on Course ended last year with nearly 250,000 members, a number that continues to climb.
The "Golf with Us" initiative also includes a series of free instructional clinics in select markets throughout spring, summer, and fall, featuring professional golfers, athletes, and celebrities with a passion for golf.
Additionally, program membership includes an official handicap index through the USGA.
Bank of America joined AT&T, IBM, and Mercedes-Benz as Champion Partners for the Masters Tournament and has been a partner of the Augusta National Women's Amateur since 2019. In addition, BofA became the presenting partner of the More Than Golf Invitational for female amateur golfers in partnership with the ANNIKA Foundation in 2025, and since 2002 has partnered with the Latin America Amateur Championship and Asia-Pacific Amateur Championships.
The bank's newest golf partnership represents a significant commitment at an even more formative level.
Youth on Course has partnered with more than 2,000 U.S. courses to offer subsidized golf for ... More juniors.
Leveraging its relationship with Augusta National, the series of 'Golf with Us' commercials beginning during the Masters will help reach a broad audience as Youth on Course continues to expand and approaches 4 million subsidized rounds.
"When kids get involved in sports, they learn first-hand about achieving their goals and develop lifelong skills that help them thrive," said Bank of America President of Marketing, Digital & Specialized Consumer Client Solutions David Tyrie. "By working with Youth on Course to help make golf more accessible, we're helping grow the sport while also making a positive impact in our communities."
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