After months of whispers and fan speculation, the PGA Tour officially announced its return to Austin, Texas, with a brand-new event backed by one of the sport’s most popular media forces— Good Good Golf. But that might just be the beginning. Sources suggest the Tour now could be eyeing a second fall season addition, this time in Asheville, North Carolina.

On Monday morning, the PGA Tour confirmed that the Good Good Championship will debut in 2026, set to be held from November 12th to 15th at the Omni Barton Creek Resort & Spa’s Fazio Canyons Course. The new fall event will feature a 120-man field and will offer 500 FedEx Cup points to the winner, much like most of the regular PGA Tour events. Fans will be able to follow the action live on Golf Channel, ESPN+, SiriusXM, and the PGA Tour World Feed. And it’s the first time the PGA Tour has teamed up with a digital-first golf brand, marking a big step toward connecting with a newer, younger audience.

But just as fans are digesting the announcement of this new fall event in Austin, rumors are swirling about the addition of another fall event in Asheville, North Carolina. Early speculation pointed to Biltmore Forest Country Club as the likely host. But as of Monday, a source confirmed that while the event is definitely expected to happen, it will not be held at Biltmore Forest. The PGA Tour hasn’t revealed any more details surrounding the event, but the buzz is growing, and with it, so is curiosity.

This second rumored event, if confirmed, would mark another bold move in the Tour’s ongoing effort to reshape its fall schedule. With the addition of these two new events, the PGA Tour is clearly signaling a shift in strategy. They’re putting in efforts to bring fresh energy to a stretch of the season that’s often struggled for relevance.

The Fall season used to be the quiet time of the PGA calendar,  a time for golfers and rookies looking to earn points to retain their tour status. But now, that narrative seems to be slowly changing. And the Good Good Championship is a prime example of this evolution.

It’s not just a regular sponsored tournament, but rather a fusion between the traditional PGA Tour model and the content creator generation. The sponsor, Good Good, is a YouTube-born golf media company, and since its inception in 2020, it has attracted nearly 2 million YouTube subscribers, 1 million Instagram followers, and raised a staggering $45 million in funding earlier this year.

Good Good has also sponsored a few other PGA Tour events that have aired on Golf Channel, and even supported players like Beau Hossler and Joel Dahmen with sponsorships this year. Now, they’re not just sponsoring, but hosting their very own event, which is a seismic move for the company.

And hosting it in Austin is the perfect setting. The city has been awaiting the return of a PGA Tour event ever since the WGC-Dell Technologies Match Play was discontinued in 2023. While this was played at the Austin Country Club, the new Good Good Championship will be held just a few miles away at the Omni Barton Creek Resort.

However, there’s one potential drawback — Rory McIlroy might not be making the trip.

Rory McIlroy won’t be seen at the Good Good Championship

While it’s rare to see top names on the PGA Tour teeing it up in fall events, Rory McIlroy made it clear that he wants nothing to do with events related to the YouTube golf scene. In a past interview with Golf Digest, he admitted, “Not really. I’m not of that generation. I’d much rather watch pure competitive—I’d much rather watch this tournament on Saturday and Sunday than watch YouTube golf.”  With Good Good at the helm of the event, there’s a more than decent chance McIlroy may choose to sit this one out.

We did see several top players tee it up at the first fall event of the season, the Procore Championship. But that was for a reason. Players like Scottie Scheffler and Justin Thomas were at Napa Valley trying to get in as much practice as possible for the Ryder Cup. It was the first time since 2014 that the Procore Championship saw such a star-studded field.

While McIlroy made it clear he will not be seen at the Good Good Championship anytime in the near future, his absence wouldn’t necessarily dim the spotlight. If anything, it highlights just how much the Tour is leaning into change, embracing new-age brands, new formats, and a fresh type of fan engagement.

And if the buzz around a potential Asheville event is any indication, the fall swing of the PGA Tour might soon equal its counterpart, i.e., the regular season on the PGA Tour.