The New Mexico Open is stepping into a new era, one that is defined by world-class competition as well as a fresh cultural energy. At the heart of this transformation is Live Forever Golf, the modern golf lifestyle brand co-founded by two-time PGA TOUR winner Matt Every, which has been named the official apparel partner of the 2025 Turtleback Mountain Golf & Resort New Mexico Open.
This partnership is about identity, not just about uniforms. Live Forever Golf will outfit select players, tournament staff, and volunteers, while also offering limited-edition merchandise and apparel activations on-site. For spectators, there will even be complimentary promotional items, reinforcing the brand’s goal of making golf accessible, stylish, and fun.
A Star-Powered Field
The field itself is worthy of the moment. Notah Begay III, Matt Every, Todd Demsey, AJ Crouch, Brandon Mancheno, and more than 150 professionals from the Sun Country PGA Section will compete in Elephant Butte this September.
Every, who is also a co-founder of Live Forever Golf, will play in the tournament and bring his voice to the event. Together with fellow co-founder Scott Riley, he will co-host their Straight Down The Middle podcast from Turtleback, interviewing golfers and delivering the irreverent content their audience has come to expect. Episodes will be available on Apple, Spotify, and YouTube, with additional golf podcasts and VIP guests expected to join and add to the buzz surrounding the championship.
“Live Forever Golf believes in challenger brands with vision, grit, and culture,” said Scott Riley, CEO and co-founder. “The New Mexico Open is fast becoming a marquee stop on the PGA Section calendar, and Turtleback Mountain Golf & Resort is one of the most beautiful settings in the Southwest. With players like Matt, Todd, AJ, and Aron in the field, this year’s event is set to be both competitive and memorable. We’re proud to be part of its evolution and excited to build a lasting partnership.”
Turtleback’s New Chapter
This is all happening against the backdrop of Turtleback Mountain Golf & Resort’s rise as southern New Mexico’s premier golf and lifestyle destination. Earlier this year, the Sun Country PGA Section announced Turtleback as the official host of the New Mexico Open through 2027, a move that reflects both the venue’s growing reputation and its long-term commitment to the championship.
“We’re thrilled to welcome Live Forever Golf to the 2025 New Mexico Open,” said Dan Fletcher, Chief Marketing Officer and Head of Special Projects for PreReal Investments and Turtleback Mountain Golf & Resort. “They bring a modern take on golf that’s fresh, relatable, and deeply authentic. That’s exactly the kind of partner we wanted to align with. Their apparel quality and cultural energy were key reasons why we extended the invitation to be our official apparel partner.”
Looking Ahead
The 2025 Turtleback Mountain Golf & Resort New Mexico Open runs September 15–17, with a lively Pro-Am scheduled for September 14 to kick off the week. Audiences can expect jhigh-level golf and a festival-like atmosphere with entertainment, merchandise, and behind-the-scenes media coverage that blurs the line between sport and lifestyle.
For a tournament with a history dating back to 1954 and past champions like Lee Trevino and Notah Begay III, this new partnership signals an evolution. The New Mexico Open is honoring its tradition and reshaping how it presents itself to players, fans, and the broader golf community.
