Sportfive, the international sports marketing agency, has been appointed by golf’s PGA Tour to manage and operate its new Myrtle Beach Classic event that will debut in 2024.

In its role, the agency’s Golf Events division will oversee all aspects of the tournament’s operation and management, including sponsorships, hospitality, pro-am, volunteers, and driving event ticket sales.

Sportfive’s management of the event will include several volunteer opportunities for the local Myrtle Beach community as well as sponsorship opportunities for local businesses.

The event will be sponsored by the Visit Myrtle Beach tourism body.

The Myrtle Beach Classic will be part of the PGA Tour’s 2024 FedExCup regular season as a full-field event taking place the same week as a designated event.

A prize purse of $3.9 million and 300 FedExCup points will be awarded to the champion.

It will be hosted at Dunes Golf and Beach Club in South Carolina, US. Competition dates will be announced later.

The Myrtle Beach Classic will be one of two stops in the state for the PGA Tour in 2024, along with the RBC Heritage at Harbour Town Golf Links.

Steve Loy, Sportfive president of global golf and co-president in the Americas, said: “Myrtle Beach has a long history as a world-class golf destination and we are thrilled to bring the best professional golfers in the world to Dunes Golf and Beach Club.

“All of the key elements that contribute to a successful event are easily apparent in the Myrtle Beach community and we’re thrilled to help play a role in the next phase of its legacy in professional golf by managing the new Myrtle Beach Classic.”

Sportfive already manages several PGA Tour events, including the American Express, the Fortinet Championship, Barbasol Championship, and Puerto Rico Open, as well as the Lecom Suncoast Classic on the Korn Ferry Tour.

In addition, the agency manages – internationally – the Singapore Open, the Singapore Women’s Open, the Simone Asia Pacific Cup, and the BNI Indonesian Masters. It is also the exclusive sales agency for the BMW International Open on the DP World Tour.

Sportfive also represents several golf players including Phil Mickelson, Jon Rahm, Brian Harman, Tom Kim, Keegan Bradley, Harris English, and Davis Love III.

Last month, the agency acquired UK-based golf talent representation firm Alpha Sports to bolster its golf business.