Golf Town & Henderson: A Decade of Driving Canadian Golf Forward

TORONTO, ON – April 15, 2026 – In a move that solidifies a commitment extending far beyond tournament leaderboards and retail sales, Golf Town has announced a three-year extension of its partnership with Brooke Henderson, Canada's most decorated professional golfer. The renewal, which also includes Henderson's sister and caddie, Brittany, extends their collaboration through 2028, marking more than a decade of a relationship that has evolved from a sponsorship into a cornerstone of Canadian golf development.

The announcement signals a shared vision to not only celebrate professional success but to actively cultivate the next generation of golfers. This is a strategic investment in the sport's grassroots, aimed at making golf more inclusive, accessible, and inspiring for women and juniors across the country.

A Partnership Forged on More Than Performance

The bond between Golf Town and Team Henderson, which began in 2017, has always been positioned as something deeper than a standard endorsement deal. While Henderson’s iconic tour bag has prominently featured the Golf Town logo during her ascent to 13 LPGA Tour victories and two major championships, the true value of the partnership has been measured in shared goals and community impact.

"When I first joined the Golf Town family in 2017, I knew we shared a deep passion for the sport, but I couldn't have imagined the impact we would make together," Brooke Henderson stated in the announcement. This renewal, she emphasized, is particularly meaningful because of the tangible work being done to grow the game. "Renewing this partnership through 2028 is incredibly special to me, and meaningful to my family as well, because of the work we're doing to grow the game among the next generation of Canadian golfers through the Brooke Brigade."

This sentiment reflects a modern approach to sports marketing, where authenticity and shared purpose create a more powerful and lasting connection with the public than mere celebrity association. The collaboration is a case study in how a national retailer and a national hero can work in tandem to foster the very market they serve.

The Brooke Brigade: Inspiring the Next Generation

At the heart of this legacy-building effort is the Brooke Brigade. Now entering its tenth year, this initiative has become a vibrant and visible fixture at Canadian golf events. It's a program designed to give junior girls, in particular, an unparalleled connection to the sport and one of its biggest stars.

Far more than a fan club, the Brooke Brigade provides young golfers with dedicated viewing zones at tournaments like the CPKC Women's Open, complete with front-row access, merchandise, and a powerful sense of community. For hundreds of young girls across Canada, the program has transformed the experience of watching professional golf from a passive activity into an immersive, inspirational event. Seeing a sea of young fans in their "Brooke Brigade" t-shirts has become a common sight, a testament to the program's success in mobilizing a new generation.

Henderson herself has repeatedly expressed the pride she feels seeing the young faces in the crowd. "Seeing the juniors in the Brooke Brigade zones each year, along with the continued support for all golfers, makes me proud to be part of the Golf Town team and the role we're playing in inspiring more people to take up the game," she said. This direct line of inspiration—from a Canadian champion to the young girls who dream of following in her footsteps—is the partnership's most powerful asset.

A Strategic Play for Inclusivity and Growth

While the inspirational component is clear, Golf Town’s commitment is also a savvy, long-term business strategy. By investing in the growth and diversification of the golf community, the retailer is cultivating its future customer base. This philosophy is championed by Golf Town President, Barry Williams, who emphasizes a commitment to tangible results.

"At Golf Town, our mission is to go beyond just talking about equality. We're dedicated to creating a more vibrant golf community through action," Williams explained. This "action over messaging" approach is evident in a wide array of initiatives that complement the Henderson partnership.

The company provides elite-level support to female professionals with its Players Tour Truck, a mobile workshop offering custom fitting and club services at LPGA events. It hosts annual Ladies Night events and International Women's Day clinics that bring thousands of women into its stores, creating welcoming entry points into the sport.

Furthermore, the retailer is actively broadening the definition of "golfer" in Canada through partnerships with organizations like Black Women Golfers Canada and the Tamil Golfers Association Canada. These collaborations are a direct effort to dismantle barriers and ensure the sport is genuinely accessible to all communities, reflecting a modern understanding that growth requires inclusivity.

The Henderson Legacy: Canada's Icon Gives Back

For Brooke Henderson, this partnership is a crucial part of cementing a legacy that extends beyond her impressive record as Canada's winningest golfer. While her on-course achievements provide the platform, her off-course dedication to mentorship and growth defines her role as a Canadian icon. The collaboration with Golf Town provides the infrastructure and resources to amplify that impact on a national scale.

"Brooke Henderson is more than an ambassador; she's a cornerstone of the Canadian golf story through her excellence in play and leadership off the course," said Williams.

This long-term commitment allows Henderson to be more than just a face for a brand; she is an active participant in shaping the future of her sport in her home country. The inclusion of her sister, Brittany, as an ambassador further personalizes the partnership, reinforcing the "Team Henderson" brand that emphasizes family, teamwork, and dedication. As they continue to compete at the highest level, they are simultaneously building pathways for those who will come after them.

By extending this decade-long collaboration, Golf Town and Brooke Henderson are doubling down on a proven model. They are demonstrating that investing in people, fostering community, and providing elite-level support are not mutually exclusive goals, but rather interconnected components of a sustainable and thriving future for Canadian golf.