TMRW Sports Announces First New High-Tech Golf Facility


 As seen in Golf Business January/February 2023 

By Scott Kauffman, Contributor, Golf Business


Florida-based TMRW Sports, the high-tech golf venture co-founded by Tiger Woods and Rory McIlroy in early 2022, announced in mid-December it has an agreement to build its first innovative golf facility in Palm Beach Gardens, Fla.

TMRW Sports, a private company focused on building progressive approaches to sports, media and entertainment, said its initial site for the new high-tech TGL golf league will be located on the campus of Palm Beach State College. Part of the public-private partnership involves TMRW Sports delivering a “comprehensive program of educational and professional growth opportunities for the college and Palm Beach community,” according to Winter Park, Fla.-based TMRW Sports.

The new high-tech golf league, which counts the PGA TOUR as a partner, will feature weekly competitions in a tech-fueled format and venue that simulate a traditional course experience. TMRW Sports, which is led by founder and chief executive officer Mike McCarley, is slated to start construction early this year and plans to be open the following year. 

The purpose-built venue is situated on a 10-acre vacant piece of land being leased to TMRW Sports, pronounced “tomorrow sports.” 

McCarley, and Ava L. Parker, J.D., President, Palm Beach State College, officially announced the partnership today.

“The state of Florida, and Palm Beach specifically, emerged as the prime choice as the inaugural home of TGL,” said McCarley, a former 21-year executive with NBC Sports Group, including the latter 10 years as president for golf and global strategy. “Our partnership with Palm Beach State College, which has served the community for nearly 90 years, will not just build upon our commitment to providing more access and opportunities through our tech-focused approach, but also by partnering on education, professional development and vocational opportunities.

“TMRW Sports plans to tap into the diverse talent pool at Palm Beach State College and will also serve as a resource for students interested in careers in sports, technology, and entertainment.”

Palm Beach State College president Ava L. Parker, J.D., was thrilled to have TMRW Sports as one of its strategic marketing partners.

“This is a proud moment in Palm Beach State College’s history that promises to advance our institution’s recognition as a leader in providing pathways to innovative careers that transform the lives of our students,” Parker said. “The TMRW Sports partnership will provide many benefits to the college and provide our students with access to training and employment opportunities in emerging tech fields that will set a strong foundation for their future success.” 

Besides the presence of the PGA Tour, Woods and McIlroy, the TMRW Sports partnership also provides Palm Beach State with a host of other high-profile sports and entertainment/media connections backing the concept. For instance, TMRW Sports announced last November among the dozens of investors already lined up were famed athletes Sidney Crosby, Lewis Hamilton, Stephen Curry, Serena Williams, Tony Romo and Alex Morgan; entertainer Justin Timberlake and early investor/NBC sports executive icon Dick Ebersol. 

As part of the five-year ground lease deal reportedly approved by Palm Beach State College trustees last November, the school’s new golf tenant will not pay any standard cash rent in the lease deal in exchange for a number of creative marketing benefits and/or other forms of cash and sponsorship contributions.

When the deal was announced last December, TMRW Sports said the partnership will feature “support for educational and recreational initiatives that will benefit students and enhance the college’s business, marketing, sports management and technology curricula.”

Following are some of the initial benefits being offered by TMRW Sports: paid internships; co-op positions and part-time posts working in various areas across technology, hospitality, and administrative services for current students and graduates; coordination of job fairs and guest lecturers from the group’s prominent ties to sports, business and entertainment industries.

Lastly, TMRW Sports will be “prominently promoting Palm Beach as the home for TGL,” according to the company. The league plans to begin broadcasting live matches in 2024 on Monday nights. Are you ready for some T-G-L ?!   

This article was featured in the January/February edition of Golf Business magazine.