South African golf and lifestyle apparel brand BooYaa Golf is bringing its on-course energy to the 2026 Sunbet Challenge Series, supplying custom player kits for selected VIP and Pro-Am experiences during Sunshine Tour tournament weeks.
The involvement gives BooYaa a direct presence at some of the country’s most recognisable professional golf events, where guests, sponsors, VIPs, and Pro-Am players can share the course with professional golfers before the tournament pressure fully takes over.
The brand was recently involved in the Sunbet Challenge hosted by Sun Boardwalk at Humewood Golf Club in Gqeberha at the end of May, and is also set to be part of the Sunbet Challenge hosted by Sun Sibaya at The Woods at Mount Edgecombe in September. At selected events, BooYaa is present for the first two days, distributing kits to VIP and Pro-Am participants and connecting with players and guests on-site.
“It is one thing to see BooYaa online or in-store, but it is completely different when people receive the kit at a tournament and then wear it as part of their own golf experience,” says Chantelle van Greune, Global Marketing Manager and Corporate Sales Manager at BooYaa Golf. “The Pro-Am and VIP days are full of personality. People are nervous, excited, competitive, social, and completely immersed in the game. That is the space BooYaa was built for.”
The Sunbet Challenge Series forms part of the Sunshine Tour, bringing together professional golfers across a run of competitive events hosted at Sun International venues. For the VIPs and Pro-Am players, the experience is often more than a round of golf. It is a chance to step into the tournament environment, play alongside professionals, and be part of the atmosphere that surrounds elite golf.
“At Sunbet, we are always looking for ways to elevate the experience for our VIPs, partners, and Pro-Am players beyond the competition itself. Working with BooYaa Golf allows us to give our guests premium apparel that reflects the quality of the events we're proud to host as part of the Sunshine Tour. Their attention to detail, modern styling and commitment to quality make them a natural fit for the Sunbet Challenge Series, and we're excited to continue building memorable experiences together," says Ben Allworth, Head of VIP at Sunbet.
BooYaa’s role is to make the kit feel like part of the day, not just another item in a goodie bag. The apparel gives VIP and Pro-Am players something they can wear during the round, recognise in the photos afterwards, and continue wearing beyond the tournament week.
“The BooYaa kit becomes part of the memory of the day. Someone plays in it, takes photos in it, speaks to other golfers in it, and hopefully wears it again long after the event. That is where the brand connection becomes real.”
The activation also reflects BooYaa’s wider growth in South African and international golf. The brand has built its identity around bold design, premium fabrics, and a refusal to let golf apparel become too predictable. Being present during tournament weeks allows BooYaa to bring that personality into a live golf environment.
For a brand built around celebrating the moments that make golf memorable, the Pro-Am setting is a natural fit. It is where business, sport, friendship, nerves, laughter, and the occasional heroic recovery shot all meet in the same fourball.
“That is what we love about golf. It is not only about the scorecard. It is about the people, the stories, and the feeling of being part of something. If BooYaa can add to that experience, then we are doing what the brand is meant to do,” says van Greune.
For more information, visit www.booyaagolf.com.
About BooYaa Golf
BooYaa Golf is a premium golf and lifestyle apparel brand designed in South Africa and now expanded to 17 countries. Founded by passionate golfers Ruan Lotz and Johan van Greune, the brand celebrates the moments that make the game unforgettable — from the perfect strike to the laughter shared between friends as they walk the fairway.
Known for bold design, premium fabrics, and a fresh take on modern golf style, BooYaa Golf creates apparel that moves effortlessly from the course to everyday life. The brand’s growing community includes professional golfer Daniel van Tonder, as well as a diverse group of ambassadors and collaborators, including rugby legend Morné Steyn, Springbok stars Steven Kitshoff and Malcolm Marx through the Bomb Squad collaboration, and international actor Derek Ramsay.
BooYaa Golf continues to expand its global presence while bringing energy, personality, and a distinctly modern spirit to the game.
BooYaa Golf is about celebrating living golf.
For more information, visit www.booyaagolf.com.