Under a warm September sun at Liberty National Golf Course in Jersey City, New Jersey Eastside Invitational Golf Tournament It felt like a historic moment within the making. With sweeping views of the Manhattan skyline, black athletes, celebrities and business leaders gathered on the pristine fairways not only to play, but to redefine what golf could appear to be.

Invitation, presented by Mercedes-Benz USAwas greater than only a sporting event — it was an announcement about inclusivity, luxury, and the facility of representation. Stars like Anthony Anderson, Terrence J, Angie Martinez, CC Sabathia, and Victor Cruz got here out in support, adding their voices to the growing chorus that golf really is “everyone’s game.”

Erica J. Bolden, head of diversity and inclusion at Mercedes-Benz USA, was the driving force behind this groundbreaking partnership with Eastside Golf, a brand founded by Olajuwon Ajanaku and Earl Cooper. Both former collegiate athletes, Ajanaku and Cooper founded Eastside Golf with a mission to make the game more accessible to communities of color. Their iconic logo—a black man in mid-swing in jeans and a sweatshirt—quickly became a logo of cultural fusion, combining streetwear with a sport that had long been the domain of the elite.

“When we first approached Eastside, we knew it was about more than just sponsoring an event,” Bolden said. “We wanted to help them create real, lasting change, and golf was a powerful way to do that. This partnership is about more than branding—it’s about changing the way people see the sport and who has a place in it.”

The relationship between Eastside Golf and Mercedes-Benz USA goes beyond the superficial level of sponsorship. Bolden emphasized the importance of constructing long-term, sustainable change within the communities they serve. “Anything I do in the community, I want to make sure it’s mutually beneficial. I don’t want it to be just a sponsorship where we slap our logo on something and go away,” she explained.

The partnership not only lifts up black athletes and entrepreneurs, but additionally opens doors for future generations. Mercedes-Benz has supported the Morehouse College golf team and provided scholarship funding for college students excited by the game. “We’ve made it clear that we’re building a pipeline for talent,” Bolden said. “There are internships, scholarships, even emergency funds to make sure students don’t lose out on opportunities to succeed.”

Liberty National Golf CourseWith its world-class facilities and iconic backdrop, it has hosted prestigious events just like the PGA Tour. But the sight of black golfers, celebrities and entrepreneurs having fun with the course was groundbreaking in a sport where diversity had been left behind. For many years, golf had been synonymous with exclusivity, a world that seemed far faraway from the lived experiences of many black athletes and fans. But the Invitational was a daring statement that it was time for change.

The roots of exclusion in golf run deep. From the times of Charlie Sifford and Althea Gibson fighting for his or her place on the course to Tiger Woods breaking barriers, the game has struggled with diversity. But Ajanaku and Cooper are a part of a brand new wave of innovators pushing the game into uncharted territory. Mercedes-Benz, with its heritage of luxury and innovation, saw the vision and joined forces with Eastside Golf to make an actual impact.

The day of the Invitational was electrifying. Celebrities and competitors strolled the course, joking with one another, however the camaraderie was full of purpose. Eastside Golf, which began as a vision between two friends, is now making waves in an industry that has historically been slow to alter. “I love seeing how diverse it is now,” Bolden noted, taking within the scene. “Started by two black men, originally thinking about the black community, but now expanding beyond it. That’s what makes the partnership so special—now it’s everybody’s game.”

The Invitational wasn’t only a golf tournament; it was a culture shift. Eastside Golf’s signature apparel, from fitted caps to polo shirts that remember black culture, was worn with pride by attendees, a walking billboard for what the brand stands for. But as Bolden notes, it’s the brand’s growth and continued deal with giving back that sets it apart. “They started small, but now their ambassadors are everywhere, and they’re still giving back. That’s what I love most—they haven’t lost sight of where they came from.”

By the top of the day, the event’s significance was undeniable. Black athletes, influencers, and executives reclaimed an area that always felt off limits. “That’s how you make a lasting impact—you have to engage, feel it, and be there,” Bolden said. “And we’re just getting started.”

Looking ahead, Bolden sees even larger things for Eastside Golf. “I’d like to see more women involved in the game. And with the pace at which Eastside has grown, I know we’ll see even more progress. This partnership is about more than just golf—it’s about changing the culture.”

As the sun set over Liberty National (with a closing performance by rapper Fabolous), the Eastside Golf Invitational wasn’t just in regards to the celebrity competitors or the luxurious setting. It was in regards to the power of representation and the long run of black excellence in golf. Eastside Golf and Mercedes-Benz USA are coming together to prove that the sport isn’t only for the elite—it’s for everybody.