Reggie Bush Launches United Athletes Golf Tour

Super Bowl champion, Heisman Trophy winner, and passionate golfer Reggie Bush is stepping off the sidelines and onto the fairway, not just as a player, but as a builder. Bush has officially announced the United Athletes Tour (UAT), a first-of-its-kind professional golf league designed to unite elite athletes from across the sports world in a platform that blends competition, culture, and authentic connection. With the inaugural event set for June 2026 at the iconic Torrey Pines Golf Course in his hometown of San Diego, California, Bush is teeing up a new chapter — not just for himself, but for the future of sports entertainment.

A New Kind of Tour for a New Era of Athletes

The United Athletes Tour is built on a straightforward but powerful premise: the competitive fire that drives elite athletes doesn’t extinguish when the final whistle blows. Whether a player has retired from their primary sport or is actively pursuing passions beyond the playing field, the UAT offers a high-energy, professionally structured environment to keep that competitive spirit alive on the golf course.

Designed as a scalable platform with global ambitions, the UAT creates rare, inside-the-ropes moments that give fans, sponsors, and media partners genuine access to the personalities they admire. The format combines co-ed team match play, best ball scoring, and elimination brackets, with four-player rosters competing in purpose-built events. The goal is clear: bring the same intensity, focus, and drive that defined these athletes’ professional careers directly onto the fairway.

Empowering Athletes as Storytellers, Leaders, and Owners

At its core, the UAT is about more than golf; it is about giving athletes something they have rarely been afforded: true ownership. The league empowers both retired athletes and active athletes in other sports to take creative control of their brands, stories, and philanthropic missions. In a sports media landscape often crowded with passive sponsorships and fleeting cameos, UAT gives athletes equity, a platform, and a meaningful second act built around their own voices.

Bush has long acknowledged that life after sport is one of the most underserved chapters in an athlete’s journey. “Elite athletes have long needed a powerful second act that recognizes the game may be done with them, long before they are done with the game,” the UAT’s vision statement reads. The league answers that call directly,  offering inclusive competition, brand-building infrastructure, and a cultural platform built specifically with the athlete’s legacy in mind.

The Inaugural Event: Torrey Pines Comes Alive in June 2026

The UAT’s inaugural Torrey Pines Tournament will formally introduce the league to the world beginning June 24, 2026. Set against the dramatic bluffs and Pacific Ocean views of one of America’s most storied public golf courses, the event will open with The UAT Celebrity Pro-Am on June 25, followed by full competition beginning June 26. A complete list of participating athletes will be announced in the coming weeks.

The Torrey Pines event is more than a debut — it is a statement. Strategically designed to attract fans, investors, sponsors, and media companies, the tournament will demonstrate exactly what UAT looks like at its best: athletes competing with purpose, engaging authentically with audiences, and building community both on and off the green. For Bush, launching in San Diego carries unmistakable personal significance. “Bringing our inaugural event to Torrey Pines, in my hometown of San Diego, makes this moment incredibly special,” he shared in a press release. “We’re blending sport, culture, and entertainment in a way that hasn’t been done before, and I’m proud to help lead that vision.”

Riding the Wave of Golf’s Global Growth

The UAT is entering the market at a moment of remarkable momentum for golf. Participation, viewership, and commercial investment have all trended sharply upward in recent years, and the sport’s unique combination of accessibility, longevity, and premium audience demographics has made it one of the most attractive platforms for brand partners and investors worldwide. New formats and fan experiences are emerging across the industry — and Bush’s UAT is designed to sit at the center of that innovation.

By bringing an athlete-driven, entertainment-forward model to the game, UAT is poised to engage the next generation of golf fans,  those who may not follow traditional tour formats but who deeply connect with the athletes and stories that define modern sports culture. For brand partners, the UAT represents a rare opportunity: authentic association with elite athletes in an environment designed for connection, storytelling, and community.

A Leadership Team Built for the Long Game

Bush will serve as Chairman of the United Athletes Tour, bringing his personal brand, competitive credibility, and extensive network to the role. He has appointed Len Brown, former Chief of Global Business Ventures at the PGA TOUR, as Chief Executive Officer, pairing Bush’s athlete perspective with deep institutional knowledge of professional golf. Together, they are assembling a seasoned leadership team with experience spanning professional sports, media, finance, and operations.

Strategic development of the UAT has been supported by Tamika Tremaglio, Global Leader of Sports at Secretariat and former Interim President of UAT, and by Virginia Keller, who serves as Chief of Staff to Bush. The UAT’s Advisory Board features a roster of accomplished names: Michael Strahan, former NFL star and Good Morning America host; Terrence C. Murphy Sr., former NFL wide receiver and CEO of Terrence Murphy Companies; Tremaglio, who formerly served as Executive Director of the NBPA; Rory Wilfork, SCS Financial Executive; and Jim Wilkinson, Executive Chairman of TrailRunner International.

Beyond his championship career on the field, Bush has built a reputation as a disciplined, forward-thinking business leader focused on long-term value creation across sports, media, and brand partnerships. The United Athletes Tour is the fullest expression of that vision yet, a platform engineered to grow into a lasting institution within the global sports ecosystem, and a reminder that for athletes who still have so much to give, the game is just getting started.