Live It Up


An Experience Beyond Golf

While the American Family Insurance Championship features world class golf, the tournament week is filled with other can’t miss events.


AmFam Championship Concert

Presented by Madison Media Partners

Train with opener Kingfish

Friday, June 7, 2024

Doors Open at 6:00pm

Breese Stevens Field, 917 Mifflin St., Madison, WI


Train with opener Kingfish performs at the 2024 AmFam Champ Concert at Breese Stevens Field on June 7, 2024.


Proceeds from the concert are donated to the Steve Stricker American Family Insurance Foundation. Since 2016, the Championship has raised over $17 million for charity.

Past Performers

Tyler Hubbard


Lady A


Little Big Town


Toby Keith


REO Speedwagon


Darius Rucker


Colbie Caillat


5K Run

UW Health Carbone Cancer Center Race for Research 5K

Hosted by the American Family Insurance Championship

Saturday, June 1, 2024

Thomas Zimmer Championship Cross Country Course

9002 County Road PD, Madison, WI 53593


The UW Health Carbone Cancer Center Race for Research kicks off tournament week and takes place on the beautiful Zimmer Championship Cross Country Course, adjacent to the University Ridge Golf Course. The 5K run/walk benefits adult and pediatric cancer research.


Learn more about Laurie’s story and why we race.

Celebrity Group

AmFam Championship Celebrity Group

The Celebrity Foursome is a fan favorite at the PGA TOUR Champions American Family Insurance Championship. Following the final pairing of tournament play on Saturday of the tournament, the celebrities play a 9-hole exhibition for charity starting on the 10th hole. Celebrities play against each other in two twosomes to raise money for the American Family Insurance Childrens Hospital. The expected tee time is 2 p.m. The celebrity participants will be announced in May.

Past Celebrity Groups