Troon Acquires Eventive Sports

Gene Hallman standing in front of a television

Scottsdale, Ariz. (January 4, 2024) – Troon®, the leader in providing golf and club-related leisure and hospitality services, is pleased to announce it has acquired Eventive Sports, a Birmingham, Alabama-based sports marketing and event management company. Troon’s acquisition of Eventive Sports adds expertise and resources in large event management, while strengthening Troon Events, the luxury travel experience and tournament division of Troon.

Since 1996, Eventive Sports has set itself apart in sports event management. The company has managed over 250 major sporting events across 35 states and three countries, including PGA TOUR events such as the Regions Tradition, Principal Charity Classic, Butterfield Bermuda Championship, and Memorial Health Championship presented by LRS.  Eventive Sports has also managed more than 20 USGA U.S. Senior and Women’s Opens.  At the world-class Barber Motorsports Park, Eventive Sports manages the Children’s of Alabama Indy Grand Prix, Barber Vintage Festival, and MotoAmerica Superbikes.  Internationally, Eventive Sports led The World Games 2022, 1996 Birmingham Olympic Soccer, and multiple Davis and Fed Cups. In collegiate athletics, Eventive Sports has managed the SEC Baseball Tournament and numerous NCAA National Championships in soccer and gymnastics. For the last 23 years, Eventive Sports manages the Magic City Classic, the largest Historically Black College and University football game in the country. Eventive Sports oversees marketing and game day operations for the United Football League’s Birmingham Stallions.  Eventive Sports also manages football game day operations for The University of Alabama, Auburn University, UAB, and Alabama State University.

“We are excited to start 2024 welcoming Eventive and their team of event experts to the Troon family,” said Troon President and CEO Tim Schantz. “Gene Hallman has created an incredible company and assembled a world-class team with a culture that matches well with Troon’s. Eventive’s event management expertise in golf and multiple other sporting events is complementary to the entire Troon ecosystem and will bring wider reach to our successful and popular Troon Events pro-am series.  We could not be more pleased about Gene and his team joining Troon.”

Eventive Sports will maintain its Birmingham, Alabama office and all Eventive Sports associates will continue to manage their existing events, and support partners such as the PGA TOUR, PGA TOUR Champions, Korn Ferry Tour, NTT INDYCAR Series, the Barber Motorsports Park, the United Football League, The University of Alabama, Auburn University, The University of Alabama at Birmingham, Alabama State University and the Southwestern Athletic Conference.

“Eventive Sports is proud to be a part of the Troon team,” said Gene Hallman, President of Eventive Sports. “Troon’s mission of providing premier services for its clients parallels the Eventive Sports’ customer-focused philosophy and was the key factor in my decision. Troon’s resources and brand reputation will allow Eventive Sports to build on our strong foundation of 27-plus years of event management expertise for a wide variety of sports. I look forward to continuing to lead Eventive Sports’ dedicated team of event professionals for many years to come.”

Formed in 2022, Troon Events plans, promotes, and delivers flagship events at luxury resort destinations around the world.  In partnership with award-winning destinations, professional tournaments, world-renowned courses and venues, and leading industry professionals, Troon Events elevates golf, racquet sports and hospitality experiences to unmatched levels, providing competitive tournaments, exciting pro-ams and other experiential events to guests. The Cobra Puma Golf Pro-Am, set for February 13-18, 2024 at Pebble Beach Resort, is one of Troon Events’ signature events.

For more information on Eventive Sports, visit

About Eventive Sports 
Based in Birmingham, Alabama, Eventive Sports is the industry leader in dedicated sports event management. Since 1996, Eventive Sports has set itself apart serving athletes, sponsors and fans, nationally and internationally, at the highest level of excellence. Eventive Sports is a team of dedicated professionals with expertise in all aspects of event management, marketing and operations.

About Troon
Headquartered in Scottsdale, Ariz., Troon is the world’s largest golf and golf-related hospitality management company providing services at 825-plus locations, including 825-plus 18-hole equivalent golf courses around the globe. In addition to golf, Troon specializes in homeowner association management, private residence clubs, estate management and associated hospitality venues. Troon’s award-winning food and beverage division operates and manages 600-plus food and beverage operations located at golf resorts, private clubs, daily fee golf courses and recreational facilities. With properties located in 45-plus states and 30-plus countries, Troon’s family of brands includes Troon Golf, Troon Privé, Troon International, Indigo Sports, CADDIEMASTER, ClubUp, Cliff Drysdale Tennis, Peter Burwash International, True Club Solutions, RealFood Hospitality, Strategy and Design, Casa Verde Golf and ICON Management. For additional news and information, visit, or connect with Troon on Facebook, Twitter, Instagram, Troon Chronicles, Press Room, and via The Turn Podcast.

Media Contacts:
Rob Myers
[email protected]

Carrie Coleman
Eventive Sports
[email protected]