The four primary areas of focus for the strategic alliance include linking tournament activities to local Topgolf venues; reciprocal distribution of content through Topgolf platforms; support of Grow the Game initiatives; and opportunities for PGA TOUR and LPGA-related experiences on the World Golf Tour digital game.

The PGA Tour says it has seen a 43% increase in website traffic from millennials year over year, and that 6.5 million millennials played 100 million rounds of golf in 2015, making up 28% of all golfers. The PGA Tour partially attributes these increases to digital efforts, including Snapchat live stories at several PGA Tour events, and SkratchTV, an Internet-only golf network.

The PGA Tour selected the Richmond, Va., property to be the host of the newly created tournament on its Champions Tour for the next four years, which will run next year from October 31 – November 6.

Despite Donald Trump’s claims that the golf industry supports his recent negative comments about Mexican immigrants, the groups issued a joint statement saying “those remarks do not reflect the views of our organizations.” They declined additional comment on plans to play upcoming tournaments on Trump courses.

In collaboration with multiple golf industry leaders, the website is designed to increase women’s participation in the game by detailing beginner programs, information on networking opportunities, and news updates.