Good Good and Dude Perfect are broadening their business relationship with a partnership that spans consumer products and live events.

As Business Insider reports, the two YouTube-born sports brands will begin selling co-branded kids and adult hats, with Good Good licensing Dude Perfect’s brand in exchange for royalty payments. Some of Good Good’s golf personalities will also appear in Dude Perfect’s 22-stop “Squad Games” tour, facing off against other creator groups and celebrities.

The companies, located a few minutes apart in the Dallas suburbs, had already appeared in each other’s videos before deciding to formalize the relationship. According to Business Insider, each stands to gain access to the other’s audience. Dude Perfect, the five-person group known for sports stunt videos, draws a core audience of 6- to 14-year-olds that Good Good wants to reach. Good Good’s golf content is popular with 25- to 34-year-olds, a demographic Dude Perfect is looking to tap, along with Good Good’s retail relationships with Target and Dick’s Sporting Goods.

“I think this is a start of hopefully many opportunities,” Matt Kendrick, founder and CEO of Good Good, said in a statement. “We feel like both of our fan bases are pretty similar in the sense that we both are very family-friendly, safe.”

Daniel Saeva, Head of Licensing for Dude Perfect, said the collaboration goes beyond cross-promotion. “Now we’re creating merchandise that lives in stores that consumers get excited about and wear,” he said. “They’re paying to show their fandom. So we do think this is more than just showing up in each other’s videos.”

Both executives said they are eyeing further collaborations. Good Good is looking at kids’ apparel next and already runs several golf tournaments and challenges throughout the year that could offer additional crossover opportunities.

The tie-up follows sizable capital raises for both companies. Dude Perfect raised $100 million in early 2024 from Highmount Capital, while Good Good raised $45 million in 2025 from Creator Sports Capital, Peyton Manning’s Omaha Productions, Manhattan West Private Equity, and Sunflower Bank.

Christina Chang, a Creator Economy lawyer and partner at Barnes & Thornburg, said such partnerships tend to make sense once both sides already have established brands and commercial traction. “Partnerships help established creator businesses expand quickly into new audiences and categories with less operational complexity,” she said.

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