Taco Bell Launches Unconventional Golf Tournament to Boost Fan Engagement — Taco Bell Corp.

Event summary

Taco Bell announces the inaugural Live Más Open, a nine-hole golf tournament on November 2, 2026, hosted by Kevin Hart.
Fans can qualify through a nationwide Topgolf qualifier from September 10 to September 27, 2026.
The winning team will receive a championship trophy, purple jackets, and the opportunity to bring back a Taco Bell menu item for a limited time in 2027.
The event will stream nationwide in November 2026.
Taco Bell is releasing over one million exclusive offer codes through Taco Bell Rewards for $25 off Topgolf reservations.

The big picture

Taco Bell's Live Más Open is a strategic move to blend sports entertainment with its brand identity, aiming to attract a younger, more diverse audience. This aligns with broader trends in the quick-service industry where experiential marketing and fan engagement are key drivers of growth. The partnership with Topgolf and the involvement of celebrities like Kevin Hart underscore Taco Bell's commitment to innovation and disruption in traditional marketing channels.

What we're watching

Brand Disruption: Whether Taco Bell can sustain its unconventional approach to traditional sports events to drive long-term brand loyalty.
Fan Engagement: The pace at which Taco Bell can convert this event into measurable increases in fan participation and loyalty program sign-ups.
Menu Innovation: How the return of a fan-chosen menu item in 2027 will impact sales and customer retention.