Bank of America and Youth on Course partnered to address two of the biggest barriers preventing young people from participating in golf: affordability and access. While the sport continues to experience record growth, many families face financial and geographic obstacles that limit opportunities for youth to play, develop skills, and experience the life-changing benefits golf provides.
To address these challenges, Bank of America launched ‘Golf with Us’, a first-of-its-kind national initiative designed to make golf more affordable, accessible, and welcoming for youth ages 6-18. Through free Youth on Course memberships funded by Bank of America, participants gain access to rounds of golf for $5 or less at thousands of courses nationwide.
The initiative was built around three primary objectives: to introduce a new generation of young golfers to the sport, remove financial barriers that prevent participation, and expand access points in communities by growing Youth on Course's municipal course network. Equally important was creating a more inclusive future for golf by engaging first-time players, girls, and youth who might not otherwise have had access to the game.
Golf with Us was designed as a comprehensive pathway into golf, connecting youth with clinics, mentorship opportunities, instructional resources and meaningful experiences that foster confidence, belonging and personal growth. Ultimately, the goal is not simply to increase participation, but to create lasting opportunities for young people to engage with the sport, develop life skills and build a more diverse and inclusive future for the next generation of golfers.
Bank of America and Youth on Course combined their respective strengths to create a national platform capable of delivering both immediate participation and long-term impact. Youth on Course provided the infrastructure through its network of thousands of participating golf courses, simulator rentals and free PGA Pro lessons, while Bank of America leveraged its marketing reach, community presence, and deep investment in the sport to amplify awareness and engagement nationwide.
The campaign launched nationally with a clear and compelling value proposition: free enrollment in Youth on Course and access to rounds of golf for $5 or less. As a Champion Partner of The Masters Tournament, Bank of America strategically introduced the Golf with Us campaign during one of golf's most-watched weeks, capitalizing on heightened consumer interest and national media attention to maximize visibility and engagement. The initiative was activated across Bank of America's 97 markets and supported through integrated marketing, digital communications, social media, earned media, and strategic storytelling that extended well beyond tournament week.
A key differentiator of the campaign was its emphasis on community activation. Bank of America hosted free Golf with Us clinics in 50 markets nationwide, bringing together professional golfers, athletes, golf legends, and local youth for hands-on instruction and mentorship.Featured talent included golf icon Annika Sörenstam alongside professional sports stars Reggie Bush, Kirk Cousins, Ryan Zimmerman, Jackie Bradley Jr. and Rebecca Lobo. The clinics also showcased the long-term impact of Youth on Course by featuring alumni Asterisk Talley, Jasmine Koo, Nikki Oh, Kelly Xu, Ava Merrill and Scarlett Schremmer, who returned to mentor participants during the campaign's clinic held alongside the Augusta National Women's Amateur. These events transformed awareness into participation by giving thousands of young people their first opportunity to experience the game in a welcoming environment while reinforcing golf's ability to build confidence and leadership.
Simultaneously, the partnership worked to expand Youth on Course's municipal course network, addressing a critical access challenge by increasing the number of affordable places where young golfers could play close to home. This ensured the campaign delivered lasting impact beyond a single event or promotional period by creating more opportunities for continued participation.
What makes Golf with Us unique is its ability to connect awareness, access, participation, and long-term development within a single initiative. Rather than focusing solely on introductory experiences, the program created a sustainable pathway that helped young people discover golf, stay engaged, and continue to progress in the sport. By combining the reach of a global financial institution with the proven infrastructure of a nonprofit leader in youth golf, the partnership established a model for expanding the game that is both nationally scalable and locally impactful.
The results of ‘Golf with Us’ directly reflected and exceeded the objectives set by Youth on Course and Bank of America. In its inaugural year, the initiative welcomed more than 88,000 youth members across the U.S. Building on that momentum, the program expanded significantly in year two, ultimately generating more than 185,000 total signups and 178,000 rounds played nationwide.
The results validated its central premise: when golf becomes affordable and accessible, participation grows rapidly. Beyond overall enrollment, the program successfully engaged new audiences and broadened representation within the sport. More than 51,000 girls enrolled during the two enrollment periods, many of whom were experiencing golf for the first time. Complementing the membership effort, 50 Golf with Us clinics engaged more than 2,500 youth.
The partnership also delivered meaningful infrastructure growth. Youth on Course expanded its municipal course network by more than 100 municipal locations, creating lasting access points for youth in communities across the country and ensuring the program's impact extends well beyond a single season.
These results represent far more than participation metrics. They reflect hundreds of thousands of opportunities for young people to build confidence, develop life skills, form connections, and experience a sense of belonging through golf. Golf with Us through Youth on Course memberships has become one of the largest youth golf access initiatives in the country, establishing a scalable model for growing the game through strategic partnerships, community investment, and a shared commitment to making golf accessible to all.
