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Global Entertainment Agency Hires Golf Veterans to Launch New Stadium and “XPR AUGUSTA” event during Masters Week in Downtown Augusta, GA

GEORGIA; JULY 13, 2021C4 LIVE, the leader in live entertainment productions created around marquee sporting events, today announced that it has retained woman-owned White Tee Partners as their agency of record for PR and strategic communications, responsible for supporting the Masters Week 2022 launch of the refurbished Lake Olmstead Stadium, and “XPR AUGUSTA” event located downtown Augusta, Georgia.

C4 Live Co-Founders and Managing Partners, Greg Costello and Michael Perry, will bring their passion and experience in creating XPR AUGUSTA, a music festival and fan experiences to Augusta to kick off the final round of the Augusta National Women’s Amateur and the start to Masters Week in 2022. Based out of Las Vegas and New York, C4 had entered a 10-year agreement with Augusta’s government leaders in 2019 to bring events to Lake Olmstead Stadium starting with Masters Week 2020, which was stalled by the Pandemic.

“The deep golf industry knowledge that Alyson Ramsey Johnson and LeslieAnne Wade of White Tee Partners brings to the project matches up perfectly with our team’s background and experience in creating large-scale production around live music and sporting events,” said Michael Perry, Co-Founder and Managing Partner, C4 Live, “Greg and I are very proud of the program that the C4 team is creating around ANWA and Masters Week and we look forward to developing long-term relationships with the local community, businesses, and non-profits while bringing new ways to showcase Augusta to the surrounding region both during and outside of Masters Week.”

Improvements to the stadium are slated to begin in September with AUG EXP being the first event held in the upgraded stadium. Community members and Patrons can expect the newly established programming to include a week-long fan festival that combines food, brand activations and local musicians each day on the grounds of the stadium and top-level musical talent performing multiple evenings throughout the week.

“Masters Week in golf is the equivalent of the Super Bowl in terms of connecting and collaborating across the sport’s business leaders while representing a dream ticket and experience for patrons,” said White Tee Partner’s Co-Founder, LeslieAnne Wade, “We look forward to working with C4 Live on this series of events which will connect the city of Augusta to the experience and expand the roster of must-attend events through music, moments, and memories”.

Talent and participating brands will be announced later this summer. Follow @XPRAugusta on Instagram and Twitter and sign up for the mailing list by emailing



Meghan Duran

White Tee Partners


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