Pebble Beach Raises Funds Without Celeb, Fan Presence

    • Even with a new format, the AT&T Pebble Beach Pro-Am Golf Tournament will continue to reel in big money for charity.
    • Despite not being able to participate, all of the amateur golfers invited to play still paid their entry fee for the tournament.

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The Pebble Beach Pro-Am is famous for its mix of PGA Tour players and celebrities, who compete in the annual golf tournament that raises millions for charity.

Last year, the event raised $12.3 million that the tournament’s host, Monterey Peninsula Foundation, distributed to 250 nonprofits and three California counties. That amount accounts for sponsors, suites, entry fees and other revenue from a four-day golf weekend.

With COVID-19 numbers still high, this year’s edition will not see the wide range of executives, athletes and investors — or thousands of paying fans — who normally flock to Pebble.

Only five amateurs, instead of the usual 156, are teeing up: Bill Murray, Larry Fitzgerald, Macklemore, Kira K. Dixon, Kathryn Newton, and Alfonso Ribeiro.

Despite not being able to participate, all of the amateur golfers originally invited still paid their entry fees. AT&T and many other sponsors still made their full contributions as well. 

Last year’s final-round coverage on CBS averaged 3.51 million viewers. The network is airing the third and fourth rounds again this year — the only way for most people to watch. The Masters, however, will allow a limited number of spectators in April.