Wyndham Championship Debuts Icons Lounge by Sports Illustrated Resorts
The Wyndham Championship launches the Icons Lounge by Sports Illustrated Resorts, blending PGA Tour golf with luxury hospitality in Greensboro — here's why DC sports fans should care.
In brief
The Wyndham Championship has launched the Icons Lounge by Sports Illustrated Resorts, a new premium hospitality concept debuting at Sedgefield Country Club in Greensboro, North Carolina. The lounge gives golf fans a curated, brand-immersive experience tied to one of sports media's most iconic names — and it's the clearest sign yet that luxury live-event hospitality is reshaping how PGA Tour stops compete for fan dollars.
KEY TAKEAWAYS
The Wyndham Championship — the PGA Tour's regular-season finale — has introduced the Icons Lounge, a premium hospitality experience powered by Sports Illustrated Resorts.
The partnership merges legacy sports media IP with live tournament access, a model gaining momentum across professional golf.
For DC-area golf fans, the concept previews what elevated hospitality could look like at local stops including the region's marquee sporting events.
Sports Illustrated Resorts is actively expanding its footprint beyond its flagship properties, using tournament partnerships as brand-building vehicles.
The move reflects a post-2025 realignment in sports entertainment: fans increasingly expect experiential value, not just a ticket and a beer.
What the Icons Lounge Actually Offers at Sedgefield Country Club
The Icons Lounge isn't just a branded tent with air conditioning. Positioned inside Sedgefield Country Club — the Greensboro, North Carolina course that has hosted the Wyndham Championship since 1938 — the activation is designed to evoke the editorial prestige of Sports Illustrated while delivering the comfort of a resort-grade hospitality suite. Think curated décor nodding to SI's cover history, premium food and beverage programming, and sightlines engineered for the tournament's closing stretch.
Sports Illustrated Resorts, the hospitality arm operating under the SI brand, has been building toward this kind of live-event integration since its resort properties launched. The Wyndham Championship partnership represents the brand's most visible tournament activation to date, according to tournament materials. For PGA Tour regulars, it's a template worth watching.
The Wyndham Championship holds a unique place on the Tour calendar: it's the final event of the regular season, meaning its leaderboard directly determines which players secure their FedExCup Playoffs spots. That high-stakes drama makes premium hospitality a natural sell — the golf actually matters at Sedgefield in a way it doesn't at mid-summer tune-up events.
Why Sports Illustrated Resorts Is Betting Big on Golf's Hospitality Moment
The timing of this partnership isn't accidental. Professional golf is in the middle of a seismic commercial realignment — the ongoing negotiations between the PGA Tour and LIV Golf's Saudi-backed Public Investment Fund have forced every stakeholder in the sport to sharpen their value proposition. Sponsors and hospitality brands that can demonstrate genuine fan engagement have leverage in that environment.
Sports Illustrated, once purely a print editorial institution, has spent the post-2025 period aggressively licensing its brand across verticals — resorts, betting content, and now live tournament hospitality. The Icons Lounge is the clearest expression yet of that strategy at the course level. By attaching to a PGA Tour event with playoff implications, SI Resorts gets exposure to exactly the affluent, sports-engaged demographic its resort properties target.
According to Bloomberg's reporting on Authentic Brands Group — the parent company behind the Sports Illustrated IP — the brand's licensing strategy is explicitly designed to extend SI's reach into experiential categories where editorial content alone can't compete. Live golf hospitality is a logical frontier.
For a deeper look at how DC's own power players engage with the sports-entertainment economy, see our DC Power Players Index.
Washington's relationship with golf runs deeper than most American cities realize. The District and its Maryland and Virginia suburbs host some of the most influential recreational golfers in the country — lawmakers, lobbyists, K Street partners, and Pentagon brass who treat the back nine at Congressional Country Club in Bethesda or Army Navy Country Club in Arlington as an extension of the office. Premium golf hospitality isn't an abstract concept here; it's a professional tool.
The Icons Lounge model — pairing a recognizable legacy brand with curated on-course access — is exactly the kind of concept that DC-area event producers and tournament sponsors will study. The Korn Ferry Tour, LPGA events, and charity pro-ams that cycle through the DMV region are increasingly competing for the same discretionary hospitality dollars that used to flow automatically to suite-level access at Nationals Park or Capital One Arena.
DC's sports culture has matured significantly. Fans who followed the city's political and cultural evolution over the last decade know that the region's appetite for premium experiences — from the Penn Quarter dining scene to Audi Field's club-level buildouts — tracks with national trends but often sets its own pace. Golf hospitality is the next frontier, and the Wyndham Championship just moved the marker.
Track the broader DC sports and culture conversation through our The Circuit coverage.
The Bigger Trend: Legacy Media Brands Monetizing Through Live Experiences
Sports Illustrated is not alone in this pivot. ESPN has its own suite of live event experiences. The Players Tribune has hosted brand activations. Bleacher Report built an entire content-meets-experience strategy around the NBA. What makes the SI Resorts play distinctive is the resort infrastructure behind it — the brand isn't just renting a tent and slapping a logo on it. It's bringing a genuine hospitality operating model to the tournament footprint.
The NPR coverage of Sports Illustrated's recent editorial turbulence is worth contextualizing here: the magazine's print and digital editorial side has faced significant headwinds, but the brand's licensing and experiential arms — operating under Authentic Brands Group — have moved in the opposite direction. The Icons Lounge is, among other things, a proof-of-concept that the SI name carries commercial weight independent of its journalism.
That's a genuinely interesting data point for media watchers in a city — Washington — that is home to some of the most watched media brands on the planet, from Politico to The Hill to WAMU. If legacy sports media can monetize IP through live golf hospitality, the strategic playbook has implications well beyond Sedgefield's fairways.
For context on how DC's startup and media ecosystem intersects with national brand trends, see our DC Startup Ecosystem Index.
What to Watch Next
The Icons Lounge debut at the Wyndham Championship is a test case. If fan response and sponsor metrics justify the investment, expect Sports Illustrated Resorts to pursue additional PGA Tour and potentially LPGA Tour partnerships in 2026 and beyond. The model scales cleanly — each tournament provides a new audience, a new market, and a new chance to convert hospitality guests into resort customers.
For DC-area golf enthusiasts, the question becomes whether a similar concept lands locally. Congressional Country Club — which last hosted the US Open in 2011 and remains one of the most storied venues on the Eastern Seaboard — would be a natural fit for this kind of branded hospitality partnership if a major tournament returns to Bethesda. Watch the USGA's tournament calendar and the PGA of America's site rotation announcements for signals.
The bottom line: the Wyndham Championship's Icons Lounge by Sports Illustrated Resorts is more than a hospitality tent. It's a strategic signal that legacy sports brands are finding new commercial life inside the ropes — and that golf's premium fan experience is getting a serious, brand-backed upgrade. DC's golf community, from the K Street regulars at TPC Potomac to the weekend warriors at Rock Creek Golf Course, should pay attention.
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Frequently Asked Questions
What is the Icons Lounge at the Wyndham Championship? The Icons Lounge is a premium hospitality experience introduced at the 2026 Wyndham Championship at Sedgefield Country Club in Greensboro, North Carolina. It is operated in partnership with Sports Illustrated Resorts and offers golf fans a branded, resort-style environment with curated food, beverage, and course access during the PGA Tour's regular-season finale.
What is Sports Illustrated Resorts? Sports Illustrated Resorts is a hospitality brand operating under the Sports Illustrated license, owned by Authentic Brands Group. The brand has developed resort properties and is expanding into live sports event activations, with the Wyndham Championship Icons Lounge representing its most prominent PGA Tour partnership to date.
Why is the Wyndham Championship significant on the PGA Tour? The Wyndham Championship is the final event of the PGA Tour's regular season, meaning its leaderboard directly determines which players qualify for the FedExCup Playoffs. That playoff-seeding drama makes it one of the most watched and attended events of the summer Tour swing.
How does this trend affect DC-area golf and sports hospitality? The Icons Lounge model — pairing a legacy media brand with premium on-course hospitality — previews what elevated fan experiences could look like at DMV-area golf events. Congressional Country Club, TPC Potomac, and other regional venues hosting professional or high-profile amateur events could adopt similar branded hospitality concepts as competition for discretionary entertainment spending intensifies.
Is Sports Illustrated expanding beyond print into live events? Yes. Under Authentic Brands Group's ownership, Sports Illustrated has aggressively licensed its brand across experiential categories including resorts and live event hospitality. The Icons Lounge at the Wyndham Championship is the brand's clearest live-golf activation to date, part of a broader strategy to monetize the SI name independent of its editorial operations.
Where is Sedgefield Country Club? Sedgefield Country Club is located in Greensboro, North Carolina. The club has hosted the Wyndham Championship — originally known as the Greater Greensboro Open — since 1938, making it one of the longest-running tournament-venue relationships on the PGA Tour.
Reporting drawn from: Wyndham Championship / Google News. Washington DC Magazine provides original analysis, DC-specific context, and editorial perspective beyond the source material.This article was produced with AI assistance and reviewed by WDCM editorial staff. Washington DC Magazine is committed to accuracy, transparency, and editorial integrity. If you believe any information in this article requires correction, please contact editor@washingtondcmagazine.com.
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CAN I KICK IT? screens New Jack City at the Sylvan Theater, Washington Monument, on Aug. 22. (Courtesy SHAOLIN JAZZ)
The live-cinema series CAN I KICK IT? returns to the National Mall this month with what its producers are calling the "Gangsters on the Mall" chapter of their free outdoor summer run. On Saturday, August 22, the SHAOLIN JAZZ production brings the 1991 crime classic New Jack City to the Sylvan Theater at the Washington Monument for a night of film, music, and community under the DC summer sky.
What sets the event apart is the sound. As the film plays, DJ 2-Tone Jones builds an original score in real time, reimagining one of the most iconic crime movies of the ’90s through hip-hop, soul, funk, and more. It is less a movie screening than a live performance built around the film.
The details:
Film: New Jack City (1991), with a live soundtrack by DJ 2-Tone Jones
When: Saturday, August 22 — seating opens at 7:30 p.m. (bring lawn chairs and blankets); film begins at 8:30 p.m.
Where: Sylvan Theater at the Washington Monument, Independence Ave SW & 15th St NW
A parking note from the organizers: expect road closures and restricted parking east of 14th Street NW due to a separate race event in the District. Roads west of 14th Street NW will be accessible and available for parking.
New Jack City is the second of three screenings in this year’s free CAN I KICK IT? outdoor series, which opened with Black Panther at Skyland Town Center and concludes with Scarface at the Lincoln Memorial on September 5. Produced by the Washington, DC-based multimedia arts company SHAOLIN JAZZ, the series has presented more than 150 live cinematic experiences at venues across the country, from Lincoln Center to SXSW.
"I wanted to be able to tell good stories with substance and remove the ‘ego’ out of the art," said Andrew Huang during a recent interview. Now, he’s building his career at the intersection of discipline, creativity and innovation.
Andrew Huang, founder of New Place Studios. (Courtesy photo)
As a Chinese American, Huang was reared with a deep respect for hard work, consistency and excellence. He describes his childhood as "not so affluent" and later attended college to hone his passion for videography. "In college I tried to do something I loved, which was video, but along the way I knew that I had to find a job. And so I thought, ‘what was the low hanging fruit to get to that stable 9 to 5 job?,’" he stated.
Later in life, Huang found himself working for corporations where his creativity was often limited, eventually leading to burnout. "I worked in a corporation for a long time and there were a lot of missing pieces. I wanted to fill in gaps missing in corporate video production," said Huang.
He later described how his upbringing and a mindset of "survival" led him toward a corporate career. However, his desire for balance and authentic storytelling ultimately pushed him to take the entrepreneurial leap.
"I founded a new place where you can create video and film with ‘substance and style,’" said Huang. His desire for work-life balance and passion for storytelling naturally evolved into a small business based in Virginia. With the launch of New Place Studios, the entrepreneur quickly found himself reconnecting with the values that would become the foundation of everything he creates behind the camera.
Huang said being a business owner has allowed him to first embrace himself. While others may see video as simply capturing moments, he sees it as a way to preserve stories that inspire, connect and leave a lasting imprint.
By combining cinematic visuals with cutting-edge production techniques and a keen understanding of branding, Huang helps organizations and individuals communicate their vision with purpose. He said understanding a client’s "why" serves as the compass for delivering the services they need.
One benefit of working with a small business, he said, is that clients get to see the production process unfold through a micro lens while working with the same faces throughout the entire project. "The work feels personal," said Huang.
Huang does not regret leaving behind the flash-over-substance mentality and corporate hustle culture. That does not mean the Asian American entrepreneur has been without challenges in the industry. "It’s relatively hard to find other Asian American creatives or people who would want to work with me in the DMV," said Huang.
He identifies the industry culture in which everyone is trying to blend in, creatives may fear displaying their Asian identity and some feel pressure to adopt an American corporate persona. He also points to what he describes as a level of gatekeeping within the industry. According to the U.S. Small Business Administration’s 2024 statistics, Asian American and Pacific Islander entrepreneurs own more than 3 million businesses and employ 5.2 million people in the United States.
After tapping into organizations such as SCORE, which offers free small business mentorship, New Place Studios has become a trusted creative partner throughout the DMV (Washington, D.C., Maryland and Virginia). The company produces a range of creative services, including commercials, corporate branding, documentaries, film, 2D animation, motion graphics and photography.
For Huang, entrepreneurship has become more than a departure from corporate life. It has given him the freedom to create with intention, build meaningful connections and tell stories that go beyond the surface.
The 2026 CAN I KICK IT? outdoor series. Poster courtesy of SHAOLIN JAZZ.
For three Saturdays this summer, some of Washington’s most familiar public spaces will do something they rarely do after dark: fill up with blankets, lawn chairs, and the sound of a movie being scored live, in real time. CAN I KICK IT?, the traveling “live cinema” series produced by the DC-based multimedia arts company SHAOLIN JAZZ, is bringing a free outdoor run to the city — pairing three era-defining films with an original soundtrack performed on the spot by DJ 2-Tone Jones.
The premise is what sets it apart from a normal screening in the park. Rather than simply pressing play, 2-Tone Jones builds a score as the film unfolds, pulling from hip-hop, soul, funk, jazz, rock, electronic music, and sounds from around the world. The result, the organizers say, is less a movie night than a one-time performance — the same film you know, wired to a soundtrack you have never heard and will not hear again. Guest DJs warm up the crowd starting at 7:30 PM before each 8:30 PM screening.
The 2026 outdoor schedule
All three events are free and open to the public.
Saturday, August 8 — Black Panther at Skyland Town Center. A pop-up marketplace and community activities kick off the evening; guest DJs at 7:30 PM, film at 8:30 PM. Marvel’s superhero epic gets a one-night-only live score in Southeast DC.
Saturday, August 22 — New Jack City at the Sylvan Theater, Washington Monument. Seating begins at 7:30 PM; the film starts at 8:30 PM. The 1991 crime drama plays out at the foot of one of the country’s most recognizable landmarks.
Saturday, September 5 — Scarface at the Lincoln Memorial. Seating at 7:30 PM; film at 8:30 PM. The series closes with Brian De Palma’s crime saga against the backdrop of the Memorial, scored live from start to finish.
First up: Black Panther at Skyland Town Center on August 8. Poster courtesy of SHAOLIN JAZZ.
A DC company with a national footprint
SHAOLIN JAZZ describes itself as a Washington-based arts company working at the intersection of music, film, art, and culture, and CAN I KICK IT? is its signature production. According to the organizers, the series has staged more than 150 live cinematic experiences around the country — at performing arts centers, museums, festivals, and cultural institutions including Lincoln Center in New York, SXSW, the Denver Center for the Performing Arts, Republic Square in Austin, the Tacoma Armory, and The Cary Theater.
“CAN I KICK IT? has always been about creating a shared experience,” said Gerald Watson, co-founder of SHAOLIN JAZZ. “When you combine iconic films with live music in public spaces, something special happens. People aren’t just watching a movie — they’re experiencing it together. That’s what makes these nights so memorable.”
Cinema as a community event
The DC run lands as cities across the country look for new ways to activate public space through arts and culture — and this series is a straightforward pitch for how to do it: take a landmark everyone already knows, add a film everyone has an opinion about, and let a live soundtrack turn the evening into something neighbors experience shoulder to shoulder. Families, film buffs, and music fans are all invited, and admission won’t cost a thing.
The CAN I KICK IT? outdoor series runs August 8, August 22, and September 5. All events are free; check SHAOLIN JAZZ (shaolinjazz.com) for the latest details and any weather updates before heading out.
