Rory McIlroy Gives $1 Million Check to Create Access to Golf for Kids

Milestone Contribution Made to Youth on Course on Behalf of GolfNow and GolfPass Golfers Whose Generosity and Contributions Have Highlighted New Partnership Between Youth on Course and NBC Sports Next

$0.36 Average Contribution in GolfNow’s Round-Up Campaign has Generated More than $1 Million Raised in Just Nine Months

ATLANTA, Ga. (Sept. 1, 2021) – There were nothing but smiles seen among the local Youth on Course members as Youth on Course CEO Adam Heieck was presented with a $1 million check by Rory McIlory on Tuesday afternoon at East Lake Golf Club in Atlanta, Ga., site of this week’s PGA TOUR Championship.


Rory McIlroy presenting a million dollar check to Youth on Course CEO Adam Heieck
On the 18th hole at East Lake Golf Club in Atlanta, Rory McIlroy on Tuesday presented a $1 million check to Youth on Course CEO Adam Heieck (far left), who is joined by local Youth on Course Members (l to r) Haven Ward, Anderson Peters, Aiko Benford, and Hudson Knapp.


The contribution marked a major milestone in the nine months since NBC Sports Next and Youth on Course announced a major partnership with the goal of helping to ensure the vitality of golf for kids across the U.S. by using technology to create more affordable and equal access to the sport.

“Thank you to the millions of GolfNow customers who rounded up in support of helping Youth on Course achieve its core purpose of providing youth with access to opportunities through golf,” Heieck said. “The contribution allows us to fund 150,000 rounds of golf for young people and we are proud to be partners with NBC Sports Next.”

Through the innovative technology of GolfNow and unmatched content provided by GolfPass, the $1 million resulted from generous GolfNow golfers who elected to help expand Youth on Course’s national footprint when booking a round of golf. McIlroy is co-founder of GolfPass.

A key element of the partnership includes the GolfNow “Round-Up” campaign, which offers anyone booking a tee time online via GolfNow or the GolfNow app to round up the total cost of the reservation to an even-dollar figure.

Since the “Round-Up” campaign began just nine months ago, there has been nearly 3 million contributions, generating $1 million raised from an average contribution of $0.36.

“We are extremely excited about how quickly the community of GolfNow and GolfPass members have embraced the idea of micro donations to help drive such an important cause, which is demonstrably getting more young people involved in golf at a time to create lifelong engagement,” said NBC Sports Executive Vice President Will McIntosh. “Youth on Course is truly growing the game and we are excited to partner with them and Rory McIlroy to accelerate their efforts.”

Other key elements of the NBC Sports Next-Youth on Course partnership have included:

  • Development by GolfNow of a custom Youth on Course booking engine, providing Youth on Course members to book their rounds of golf through the Youth on course app.
  • Complimentary GolfPass video subscription for all Youth on Course members, giving more than 120,000 young people access to hundreds of hours of high-quality instruction and entertainment programming on demand.
  • Two scholarship awards – GolfNow Scholar and GolfPass Scholar – each valued at $20,000 and awarded to Youth on Course members who are rising college freshmen.

About NBC Sports Next

NBC Sports Next

NBC Sports Next is a subdivision of NBC Sports and home to all NBCUniversal digital applications in sports and technology within its three groups: Youth & Recreational Sports, Golf, and Betting, Gaming & Emerging Media. NBC Sports Next, known for its sports technology product innovation, equips more than 30MM players, coaches, athletes, sports administrators and fans in 40 countries with more than 25 sports solution products, including SportsEngine, a youth sports club, league and team management platform; GolfNow, the leading online tee time marketplace and provider of golf course operations technology and services; GolfPass the ultimate golf membership that connects golfers to exclusive content, tee time credits, coaching, tips and other benefits; TeamUnify, swim team management services; GoMotion,  sports and fitness business software solutions; and NBC Sports Edge, (formerly Rotoworld) a leading platform for fantasy sports information and betting-focused tools. NBC Sports Next is fueled by its mission to innovate, create larger-than-life events and connect with sports fans through technology to provide the ultimate in immersive experiences.

About Youth on Course

Youth on Course Logo

The core purpose of Youth on Course is to help young people grow and succeed both on and off the course by providing opportunities to play, learn, grow, and build relationships through affordable, inclusive access to play. More than 120,000 members play more than 1,500 golf courses for $5 or less, benefit from career opportunities through the caddie and internship program and receive college scholarships. Headquartered in Pebble Beach, Youth on Course is a 501(c)3 organization that began as the charitable arm of the Northern California Golf Association. Since 2006, more than one million subsidized rounds have been played by Youth on Course members and more than $2 million has been awarded in college scholarships. Across North America, Youth on Course serves all of the United States of America and parts of Canada.

-NBC Sports Next-

Dan Higgins
NBC Sports Next

Julie McKay
Buffalo Agency