Peach Bowl, Inc. officials today announced that Southern Company has become the official title sponsor of its annual Peach Bowl Challenge charity golf tournament.

As part of the three-year agreement, Southern Company will hold sole title sponsorship rights to the event including exclusive access for company executives and business partners to participate in the three-day event which will include networking, business development meetings and golf with some of the nation’s top current and former college head coaches. 

The Southern Company Peach Bowl Challenge is the nation’s premier collegiate coach golf event and features current and former college football coaches competing annually for charity. This year’s event will be held April 30-May 2 at Reynolds Lake Oconee outside Atlanta and will include a $300,000 charity purse.  

Elite coaches who have played in previous events include Kirby Smart, Nick Saban, Dabo Swinney, Brian Kelly, Shane Beamer, Gus Malzahn, Steve Spurrier, Frank Beamer, Rick Neuheisel and dozens more. Proceeds from the event benefit charitable foundations selected by the coaches. Since its creation in 2007, the event has contributed a total of $9 million in scholarship and charity, helping make Peach Bowl, Inc. college football’s most charitable bowl organization.

“We’re thrilled to be able to partner with an industry-leading organization like Southern Company for such a great cause,” said Peach Bowl, Inc. CEO & President Gary Stokan. “Each year, we’re fortunate to be able to host some of the biggest names in college coaching, all in the name of giving back and helping others through an incredible group of foundations and charities doing great work in their communities.”

Southern Company is a Proud Partner of the TOUR Championship and Official Energy Company of the PGA TOUR. The company sponsors the Payne Stewart Award, given annually to a professional golfer who exemplifies Stewart’s values of character, charity and sportsmanship.  Along with the World Golf Hall of Fame, Southern Company created the Charles Sifford Award presented by Southern Company in 2021, which honors recipients for their spirit in advancing diversity in golf.

Additionally, Southern Company has been the Education Patron of First Tee, a nonprofit organization committed to instilling life-enhancing values through the game of golf, since 2012. The company has provided strong financial support to national chapters of the organization, supporting efforts in Diversity, Equity and Inclusion and significant technological advancements. Through their support, First Tee reaches more than 700,000 students on an annual basis. 

“We are honored to serve as the new title sponsor for the Peach Bowl Challenge,” said Bryan Anderson, executive vice president and president of external affairs for Southern Company. “Southern Company has a storied history with the game of golf and appreciates the platform it provides to give back. It’s a privilege to support this event bringing together an exciting field from the college football world working to support some outstanding charitable organizations.”