Helix Innovations LLC, an operating company of Altria Group, Inc. (Altria) (NYSE: MO), today announced the winners of on!® nicotine pouches’ inaugural on!vitational, held October 16 and 17 at TGL’s SoFi Center in Palm Beach Gardens, Florida. The two-day golf and entertainment experience brought together eight teams of current and former professional athletes, golf personalities, entertainers and adult nicotine consumers age 25+ for a competition that combined golf, technology and entertainment.
Well-known golf influencer Paige Spiranac and Team Grass League, including former professional golfer Drew Kittleson and Grass League co-founder Jimmy Hoselton, captured the inaugural on!vitational Championship. The team defeated former PGA TOUR veteran Ricky Barnes and Team Troon in a dramatic final to claim the tournament trophy and golf’s orangest jacket. After teams including Malbon, Palm Tree Crew and Hypegolf battled throughout the competition, Grass League staged a thrilling comeback, with an on!® consumer sweepstakes winner delivering a pivotal shot on the penultimate hole to help secure the victory.
Unlike traditional golf tournaments, the on!vitational put nicotine consumers 25+ directly into the competition alongside some of the biggest personalities in golf, sports and entertainment. Consumer participants, selected at random through an on!® sweepstakes earlier this year, competed as members of the eight teams. The two-day event was emceed by popular golf influencer and TGL host Roger Steele.
Grass League co-founder Jimmy Hoselton summed up the excitement: “on!® has been with us from the beginning. We’re all in on on!®, and we’re all in on the on!vitational.”
A New Kind of Golf Competition
Held inside TGL’s 250,000-square-foot SoFi Center, the on!vitational took advantage of the venue’s technology, including its over four-story tall simulator screen and real-life putting and short-game areas, to deliver a golf experience unlike a traditional tournament.
The competition also featured unique in-match opportunities. Momentum Swing allowed the sweepstakes winners to chip into designated round spots on the green for significant bonus points while Celeb Shot allowed teams to choose any team member to take a shot, regardless of whose turn it was. All Axis offered a strategic element where teams could move the green 45 or 90 degrees in any direction after their opponent was on or close to the green to gain short game and putting advantages at key moments.
These elements ended up being major factors in the final. Grass League was down 6-0 on No. 6. They used their Celeb Shot to allow Kittleson to hit, and he delivered. He chipped it in from off the green to give Grass League their first points of the match. A 20-foot birdie putt on No. 7 by Hoselton pulled Team Grass League within two points, and the Momentum Swing was the deciding factor. Trailing 6-4 on No. 8, Team Grass League sweepstakes winner William K. chipped it into one of the designated spots, scoring six points, and clinching the comeback Championship victory.
“This was one of the best experiences of my life,” said on!® sweepstakes and Team Grass League winner William K. in a post-match interview. “My team kept picking me up throughout the tournament, and I was able to deliver when it counted. Really thankful to on!® for putting on such a great event.”
Beyond the competition, multi-platinum recording artist Flo Rida headlined Saturday’s entertainment, bringing an energy-filled conclusion to two great days of golf. He performed some of his biggest hits and invited tournament winners and guests to join him onstage.
Honoring Veterans Through Golf
The on!vitational also featured a partnership with the Veteran Golfers Association (VGA), a nonprofit dedicated to enriching the lives of veterans and their family members through the camaraderie and sportsmanship of golf.
In addition to competing as one of the tournament’s eight teams, the VGA participated in a special military salute recognizing U.S. Navy veteran and Medal of Honor recipient Edward C. Byers Jr., who attended the event. All proceeds from can sales at the on!vitational went towards supporting the VGA and its mission.
Relive the on!vitational
Fans 21 or older can relive the competition, winning moments, player highlights and entertainment through content available on the on!® Instagram.
About on!® Nicotine Pouches
on!® and on! PLUS® nicotine pouches are designed for adult nicotine consumers 21+ looking for a satisfying, premium nicotine pouch experience. With six varieties and three nicotine strengths, on!® nicotine pouches deliver against a wide variety of adult consumer 21+ tastes and preferences. on! PLUS® nicotine pouches are designed with a proprietary NICOSILK™ mesh technology for a comfortable feel. on! PLUS® is available in Mint, Wintergreen & Tobacco flavors at 6, 9 and 12 mg strengths. on! PLUS® will also offer the same three strength options in exciting new flavors: Blueberry Mint, Mango Pineapple and Watermelon Mint (select stores only).
Helix Innovations LLC Profile
Helix Innovations LLC (Helix), an Altria company, offers a portfolio of oral nicotine pouch products for adult nicotine consumers 21+, including on!® and on! PLUS®. In December 2025, the U.S. Food and Drug Administration authorized the marketing of certain on! PLUS® variants.
Helix is committed to responsible marketing and preventing underage access to nicotine products. As an Altria operating company, Helix follows marketing practices designed to appeal to adult nicotine consumers 21+ while taking steps to limit reach to underage audiences.
No one under the age of 21 should use nicotine products. Nicotine is addictive, and nicotine products are not risk-free. on!® products are intended for adult nicotine consumers 21+.
View source version on businesswire.com: https://www.businesswire.com/news/home/20261023839262/en/
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