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Steph Curry is already planning his next chapter—and golf is becoming a central part of the legacy he wants to build beyond basketball.
In this special episode of The Big Swing with Jimmy Roberts, Curry shares how a childhood passion for golf evolved into a much larger mission. Through Underrated Golf, he is investing millions annually to remove the financial and structural barriers that can leave talented young golfers behind.
Curry also discusses his new partnership with Li-Ning, his ambition to build Curry Brand into a lasting global business, and why golf will be its “true north star” moving forward.
Then, American Century Investments’ Jonathan Thomas reveals how a struggling celebrity tournament became one of golf’s most valuable sponsorship platforms—and why the company now directs nearly all of its discretionary marketing budget toward the American Century Championship.
What you’ll hear in this episode:
- Why Steph Curry began planning his post-basketball future at age 30
- How Underrated Golf invests $4–6 million annually in young golfers
- Curry’s plan to build a legacy brand with golf at its center
- Why American Century bet up to 90% of its discretionary marketing budget on one golf event
- How celebrity, live sports and golf transformed the American Century Championship
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