When NBC lost its MLB media rights in 1990, the network suddenly had a ton of airtime to fill. So it created a celebrity golf tournament.
What was originally envisioned as low-stakes, stop-gap live sports programming for NBC has turned into one of the most exclusive events for the country’s most popular athletes and Hollywood stars.
Stephen Curry, Travis and Jason Kelce, Aaron Rodgers, Tony Romo, Rob McElhenney, and Charles Barkley highlight this year’s field at the American Century Championship, which tees off Friday in Lake Tahoe for its 36th playing.
Attendance is expected to push 80,000 across the three-day event after a record 77,049 fans turned out in 2024. Curry, an avid scratch golfer, is the betting favorite to win for a second time, as the NBA star returns after being unable to defend his 2023 title a year ago while he helped Team USA win another gold medal at the Paris Olympics.
Out of the 90 participants this week, just seven are first-timers, as the high-profile golf showcase has a waiting list of more than 50 athletes and other celebrities, one source told Front Office Sports.
By the Numbers
In 2023, NBC drew 1.4 million viewers for the final round of the American Century Championship, which included a hole-in-one from Curry en route to his first and only victory at the tournament.
After a dip in TV ratings last year, Curry’s return could give NBC a higher viewership number this weekend. The tournament is uniquely positioned on TV, getting prime late-afternoon coverage on the main NBC network, after the PGA Tour’s Scottish Open concludes earlier in the day on CBS.
For the celebrities in the field, there is a $750,000 purse, with the eventual winner taking home $150,000. Many participants end up donating their prize money to charity.
![[US, Mexico & Canada customers only] Feb 6, 2026; Riyadh, SAUDI ARABIA; Jon Rahm in action during the third round of play at LIV Golf Riyadh at the Riyadh Golf Club.](https://frontofficesports.com/wp-content/uploads/2026/03/USATSI_28173562_168416386_lowres-scaled.jpg?quality=100&w=1024)
![[US, Mexico & Canada customers only] Sep 28, 2025; Bethpage, New York, USA; Team USA's Bryson DeChambeau reacts after hitting his approach on the 15th hole during the singles on the final day of competition for the Ryder Cup at Bethpage Black.](https://frontofficesports.com/wp-content/uploads/2026/03/USATSI_27197957_168416386_lowres-scaled.jpg?quality=100&w=1024)
![[Subscription Customers Only] Jun 15, 2025; Seattle, Washington, USA; Botafogo owner John Textor inside the stadium before the match during a group stage match of the 2025 FIFA Club World Cup at Lumen Field.](https://frontofficesports.com/wp-content/uploads/2026/02/USATSI_26465842_168416386_lowres-scaled.jpg?quality=100&w=1024)
![[Subscription Customers Only] Jul 13, 2025; East Rutherford, New Jersey, USA; Chelsea FC midfielder Cole Palmer (10) celebrates winning the final of the 2025 FIFA Club World Cup at MetLife Stadium](https://frontofficesports.com/wp-content/uploads/2026/02/USATSI_26636703-scaled-e1770932227605.jpg?quality=100&w=1024)
