Red Seat Ventures, a creator-led media company owned by Fox Corporation, has announced an exclusive partnership with Homecoming Golf. It will hold exclusive audio and video rights to the golf media company’s tentpole properties and support its programming on YouTube and other third-party platforms.

The partnership launches with “Drink Cart Scramble,” a comedic video series hosted by Paul Rivera, Justin Leonard, and Oronde Garrett. The hosts talk golf, sports, and culture, then play scramble matches against guests from sports, entertainment, and digital culture, including members of Homecoming Golf Club. The first match premieres November 24 on YouTube and features LeBron James, with more guests to follow.

Rivera is Homecoming Golf’s founder and CEO. He created the Emmy Award-winning show “The Shop” and previously co-founded The SpringHill Company with Maverick Carter and James. Leonard is co-founder of the sport-culture marketing agency Game Seven. Garrett is a talent manager whose roster spans film and television.

“Our job is to give creators the distribution, ad sales and business infrastructure to turn a great show into a lasting media company,” said Chris Balfe, CEO of Red Seat Ventures.

Rivera said the partnership provides “distribution, advertising and production muscle” to grow “Drink Cart Scramble” into a franchise without changing what makes it work.

Red Seat Ventures represents more than 40 creators across true crime, comedy, news, sports and entertainment. The company operates as a standalone unit within Fox’s Tubi Media Group. Homecoming Golf follows recent partnerships with Caleb Hammer’s “Financial Audit” and Charlie Sheen’s “Mostly Sheenius,” and the company said it continues to build out its sports slate.

The Golf Creator Market

Golf has become a growing category for creator-led programming and brand spending. According to a Digiday report, citing National Golf Foundation data, participation in the sport rose from 30 million in 2014 to 45 million in 2023. The report said the YouTube channel “Good Good Golf” averaged 545,000 views per video in 2024, compared with 85,000 for PGA Tour videos on the platform.

Digiday also reported that brands outside golf’s traditional sponsor set had entered the category through creators. Mountain Dew, for example, sponsored Good Good and Bob Does Sports as part of its first move into golf. Ryan Skeggs, a managing director at Wasserman, told Digiday that sponsoring creators to attend major tournaments can reach those audiences without the tournament sponsorship fees, which he said can run between $15 million and $25 million.

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