SARASOTA, Florida – AM GOLF has added The Hole 9 to expand the roster of celebrity golf events its popular tournament management software and app powers.
Led by Osi Umunna, The Hole 9 operates at the intersection of golf, sports, entertainment and culture, connecting brands, athletes and creators through strategic partnerships, storytelling and experiences. The agency works closely with celebrity-driven golf events and will integrate AM GOLF technology to make the lives of event directors easier and experiences of golfers more streamlined and fun.
The AM GOLF / Hole 9 partnership is the first of many lined up to bolster the new AM GOLF Experiences division in North America focused on third party and soon-to-come AM GOLF-managed golf events. AM GOLF software already powers more than 30,000 active users, 40,000 events and 300,000 recorded rounds in Europe that preceded its launch in the U.S. and Canada six months ago.
“Creating unforgettable memories are what golf is all about,” said Umunna. “When tournament directors rely on the efficacy of AM GOLF running their events in the background, they focus more time driving priorities, not spending inefficient time behind a desk conducting tasks that should be automated.”
“The caliber of The Hole 9 connections to golf events headlined by NBA, NFL, MLB, NHL, MLS and Hollywood actors, entertainers and influencers is extraordinary,” said Kevin Carpenter, U.S. General Manager of AM GOLF. “It’s gratifying AM GOLF software simplifies complex operations for staff while delivering more modern player experiences – we have happy campers all-around.”
AM GOLF receives universal praise for its tournament module’s super-easy registration, live scoring and leaderboards, communication and golfer-creation side games reduce administrative burden without limiting flexibility.
Also widely respected for its built-in AI agent, AM GOLF technology helps operators set up events on each player’s behalf with a simple voice command, making event creation faster, easier and less dependent on manual staff input.
Golfers also have more control over their own tournament journeys: they set up and manage their private games and side competitions without relying on golf shop staff for every request or adjustment. That means fewer interruptions for the operators, and less pre- and event-day friction.
On a larger scale, golfers use the AM GOLF app to manage their official handicaps; book tee times; access and register for newfound golf tournaments near and wide; communicate with golf buddies and initiate friendships with like-minded players; catalog and track skills improvements, scores and wages; buy and sell golf merchandise; and much more. No longer do they have to access multiple apps when AM GOLF houses all their information in one location.
