Marketing matters, even for the place Golf Digest dubs “the top public golf course in America,” the famed Pebble Beach Golf Links. When it comes to hosting great golf events to promote the brand, this golf resort empire is at the top of its game.
“Pebble Beach Golf Links has long been a defining stage for the U.S. Open, and we are honored to continue that legacy as we prepare to welcome the Championship back in 2027,” said David Stivers, CEO of Pebble Beach Company, during an interview at the February 2026 AT&T Pebble Beach Pro-Am.
Pebble Beach Resorts, in partnership with the United States Golf Association (USGA), is busily preparing for the 127th U.S. Open Championship. This marks the seventh time this revered Championship returns to Pebble Beach Golf Links.
The 2027 U.S. Open will be played from June 17-20, 2027, continuing a legacy for one of golf’s most celebrated stages.
From a brand visibility standpoint, the TV and in-person audience is enormous.
“From a spectator perspective a U.S. Open is about 4-5 times bigger than a typical AT&T,” said Stivers.
Since first hosting the U.S. Open in 1972, Pebble Beach Golf Links has been the setting for some of golf’s most indelible performances. From Jack Nicklaus’ near-perfect 1-iron in 1972, to Tom Watson’s famed chip-in in 1982, to Tiger Wood’s historic 15-stroke victory in 2000, to Gary Woodland’s daring 3-wood on the 14th hole in 2019, only time will tell what new stories are written and who will add their name to the list of golfers who have won the U.S. Open at Pebble Beach.
Sponsorship and hospitality packages providing exclusive access to the 2027 U.S. Open are now available. These packages offer groups guaranteed tickets and premier experiences.
Pebble Beach Company, headquartered in Pebble Beach, Calif., owns and operates the world-famous Pebble Beach Resorts, including The Lodge at Pebble Beach, The Inn at Spanish Bay, and Casa Palmero. The company also operates five renowned golf courses: Pebble Beach Golf Links, Spyglass Hill Golf Course, The Links at Spanish Bay, Del Monte Golf Course, and The Hay. Its other famed properties include scenic 17-Mile Drive, The Spa at Pebble Beach and Pebble Beach Golf Academy
The fabled Pebble Beach pro golf tournament started out in 1937 in Rancho Sante Fe, California when Bing Crosby invited some friends to play golf, enjoy a clambake and raise a little money for charity. Crosby moved the tournament to Pebble Beach in 1947. AT&T has been the title sponsor for 41 years, the longest continuous title sponsorship on the PGA Tour.
The tournament became one of the most exciting events on the PGA TOUR because of the amateur/celebrity/pro pairings.
The role of celebrities has diminished in recent years, but did feature NFL Hall of Famer Steve Young, Super Bowl Champion Travis Kelce, and former Secretary of State Condoleezza Rice. It was reported the announcement of Kelce joining the field sold an extra $60,000 in tickets.
If you want to golf the famed Pebble Beach Golf Links, the greens fees are $675 per person. If you can get a tee time. Most need to book a lodging/golf package to play Pebble Beach.
But there is a more egalitarian back door that I highly recommend. Pebble Beach has a par-three, nine-hole course, called The Hay, that you can play for $75. It offers the same great views, amenities and history.
“Many people consider Pebble Beach to be the number one public golf course in North America,” said Stivers. “We consistently look for ways to make subtle yet important improvements at Pebble Beach to maintain our stature in the golf world.”
