Troon Acquires Eventive Sports

Eventive President Gene Hallman (left) with Troon’s Chief Legal Officer Jay McGrath.

Scottsdale, Arizona, United States: Troon 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, and Butterfield Bermuda Championship. 

Eventive Sports has also managed more than 20 USGA US Senior and Women’s Opens. 

“We are excited to start 2024 welcoming Eventive and their team of event experts to the Troon family,” said Tim Schantz, President and CEO at Troon, an Executive Member of the Asian Golf Industry Federation.

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 eco-system 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,” added Schantz.

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 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.” 

At the 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.  

Formed in 2022, Troon Events plans, promotes, and delivers flagship events at luxury resort destinations around the world. 

Share with your Friends

View More Articles

About AGIF

AGIF is a not for profit industry federation with members and partners involved in all facets of the golf industry throughout Asia to assist them to take the next step in development toward a sustainable industry.


Asian Golf Industry Federation
3 Coleman Street,
#04-35 Peninsula Shopping Complex,
Singapore 179804
Chief Communications Officer
Membership & Administration Manager

Connect With AGIF

Copyright © 2023 Asian Golf Industry Federation.
Asian Golf Industry Federation