Williams-Brice Stadium, the historic home of South Carolina Gamecocks football, is about to undergo a jaw-dropping transformation that’s leaving fans excited and intrigued. In an unprecedented move blending sports culture, architecture, and fan engagement, Upper Deck Golf is bringing its renowned stadium golf experience to Columbia, South Carolina. This isn’t just a novelty or a quick photo-op—it’s an immersive golf event like no other, where fans will tee off from the upper decks of the stadium and aim for carefully designed greens spread across the iconic field.
Upper Deck Golf, known for its creative fusion of golf and iconic sports venues, has already made waves across the country by converting legendary stadiums into custom-designed golf courses. Now, it’s Williams-Brice’s turn. For a limited time, this football cathedral will play host to golfers from all backgrounds—casual fans, die-hard golfers, and Gamecocks loyalists—giving them a chance to experience the thrill of launching tee shots from the stands down to the field below.
This isn’t just a gimmick or a small-scale event. It’s a carefully crafted, professionally designed nine-hole golf course with real challenges, dynamic views, and a one-of-a-kind ambiance. The field itself will be dotted with specially designed target greens, complete with bunkers, scoring rings, and yardage markers. Each shot is measured and scored, adding a competitive edge to what could otherwise be mistaken as pure spectacle. Participants bring their own wedges and putters—or rent them on-site—and Upper Deck Golf handles the rest, from scoring tablets to personalized scorecards.
What truly sets Upper Deck Golf apart is the theatricality of the experience. Standing at the edge of the upper deck, looking down at the 50-yard line target some 100 feet below, is both thrilling and slightly intimidating. It’s not the kind of golf you play on a weekend course—it’s more like a cross between target practice and stadium stardom. For many participants, it’s as much about soaking in the scenery and adrenaline rush as it is about sinking a chip close to the pin.
Williams-Brice Stadium, with its 77,000-seat capacity and southern charm, offers the perfect stage. The stadium’s architecture—with wide open sightlines, deep upper decks, and unobstructed views of the field—makes it ideal for long, dramatic golf shots. Upper Deck Golf organizers have emphasized that no two stadium courses are ever the same. The unique character of Williams-Brice will influence the course layout, green placement, and even the difficulty of each shot.
The event isn’t just designed for individual players; it’s meant to be a social experience. Groups can book tee times together, and there will be music, drinks, and food available throughout the stadium. Some packages even include access to VIP lounges, clubhouse-style amenities, and commemorative merchandise. For many fans, it will feel like tailgating met Topgolf—right inside the Gamecocks’ home turf.
There’s also a deep emotional component to the event. For many longtime fans, stepping foot on the field—especially in such a unique context—will be a dream fulfilled. Some will bring their kids or grandkids, showing them the stadium from a completely new angle. Others will come with their golf buddies, competing to see who can get closest to the pin on the 20-yard line. Either way, memories will be made that last a lifetime.
From a logistical perspective, Upper Deck Golf has worked closely with stadium officials and university leadership to ensure everything runs smoothly. Safety is a top priority, both for participants and the historic venue itself. Protective netting, safe tee platforms, and clearly marked zones ensure that the only thing flying through the air will be golf balls—not errant clubs or hot dogs. Maintenance teams will prepare the turf before and after the event to ensure the field remains pristine for football season.
This move also demonstrates the increasing versatility of major college football stadiums. As the lines between traditional sports and entertainment continue to blur, venues like Williams-Brice are realizing they can serve as more than just gameday destinations. Hosting events like Upper Deck Golf provides an opportunity to bring in revenue, engage with a broader demographic, and keep the stadium buzzing year-round. It’s part of a larger trend across the NCAA landscape, where schools are reimagining how their athletic infrastructure fits into fan life and campus culture.
Local businesses are also expected to benefit. With participants traveling from across the Southeast and beyond, Columbia’s hotels, restaurants, and shops will likely see a surge in activity during the event. Golf-themed pop-ups, merchandise tents, and post-round hangouts are expected to create a festival-like atmosphere around the city.
For the university, it’s also an opportunity to showcase the beauty and legacy of Williams-Brice Stadium in a new light. While Gamecock fans know it as a sacred football site, this event opens the doors to a completely new kind of sports enthusiast. Some visitors may never have attended a Gamecock game, but after hitting balls onto the field, they might just return for one in the fall.
Upper Deck Golf’s past events have generated widespread media attention and strong social media buzz, with videos of tee shots flying down to the field racking up millions of views. Williams-Brice promises to be one of the most photogenic and talked-about locations yet. The stadium’s signature garnet seats, towering light structures, and the surrounding Columbia skyline offer a stunning visual backdrop, especially during golden hour tee times.
Of course, some traditionalists may initially raise an eyebrow. Using a sacred football ground as a golf course might seem strange to purists. But the organizers have been clear: the respect for the stadium and its history is at the heart of the experience. Nothing is permanent, nothing is damaged, and everything is done with the highest level of care. It’s about celebration, not commercialization.
The event is also expected to attract a wide range of age groups and skill levels. While experienced golfers will relish the chance to test their skills in such a unique environment, beginners and casual players can just enjoy the novelty and social aspect. No one’s playing for a PGA Tour card here—it’s all about fun, creativity, and making unforgettable memories.
Tickets are expected to sell out quickly. In other cities, Upper Deck Golf events have been completely booked within days of being announced. The combination of limited tee times, high demand, and the prestige of the venue makes it a hot ticket. Fans are encouraged to sign up early, choose their preferred tee time slots, and prepare for one of the most unusual rounds of golf they’ll ever experience.
In the end, the transformation of Williams-Brice Stadium into an Upper Deck Golf course speaks volumes about the evolving relationship between sports, fans, and venues. It’s no longer just about watching from the sidelines. Now, it’s about stepping onto the field—or teeing off from the top deck—and becoming part of the story yourself.
This event isn’t just about golf. It’s about imagination, innovation, and embracing new ways to experience the places we love. For the University of South Carolina, it’s another bold step into the future—where tradition meets creativity, and the upper deck becomes the best seat in the house.
