American Golf has unveiled DP World Tour golfer and fan favourite Andrew ‘Beef’ Johnston as its newest ambassador as the brand continues its drive to become the one-stop destination for all golfers’ equipment needs.

To celebrate, anyone who books a free custom fitting session at their local American Golf store from April-May will have the opportunity to play a round of golf with Johnston in July. 

As well as hosting a series of collaborative activities throughout 2024, where Beef will offer the American Golf community tips to improve their game, American Golf will sponsor the Cobra Puma player’s clothing, which will feature American Golf’s logo and be showcased during tournaments on the DP World Tour in 2024.

In July, the retailer will become the headline sponsor for ‘Beef Stock’ – a physical realisation of ‘Beef’s Golf Club’ podcast into a day-long festival. Comprising an 18-hole tournament including breakfast, masterclasses, competitions and a champions BBQ, as well as branding, American Golf will have a pop-up experience for guests to interact with on the day.

New episodes of ‘Beef’s Golf School’ – a six-part series of exclusive YouTube tutorials released in 2023 which saw Beef team up with Hollywood actors, TV stars and sporting personalities to help improve their golf game – will also be released by American Golf from May.

Sophie Fox, American Golf’s Head of Marketing and Content, said: “We absolutely love working with Beef and we’re delighted to have teamed up with him across a host of exciting activities throughout 2024.  

“American Golf is passionate about increasing player participation by challenging misconceptions, breaking down barriers to play and ensuring we do are part in making the sport accessible to all.  Beef shares these values, so coupled with his warm and gregarious personality which instantly puts anyone at ease on or off the course, we know 2024 will be a fantastic year for us!”

Johnston said: “I am so grateful to be working with American Golf this year and I’m looking forward to the 2024 season with them! We’re both passionate about helping empower golfers to grow their game, whatever their ability or experience and make golf as accessible as we can. They’ve got a fantastic existing community and I’m delighted I’ll get to play a part in giving them valuable and fun experiences to help them enjoy all forms of the game!”