WORKS is going prime time.

The diversity initiative that has been funded by the of America will get a boost this year thanks to a new partnership with NBC/Comcast, which will televise its national on Golf Channel.

WORKS launched in 2017 as an initiative to diversify the golf industry’s workforce. It was funded by PGA REACH, the PGA of America’s charity arm, and uses fellowships, scholarships, career events, and its own college series to inspire and engage diverse talent to pursue golf jobs. Those will get an immediate lift from the new TV coverage.

“We’ve sought to align with forward-leaning organizations that share our vision for a more diverse game and workforce,” said of America CEO Seth Waugh. “Partnering with our friends from Comcast NBCUniversal and the to elevate the PGA WORKS Collegiate Championship is a historic moment. We all clearly recognize that student-athletes from these participating Historically Black Colleges and Universities (HBCUs), Hispanic Serving Institutions (HSIs) and other Minority Serving Institutions (MSIs) are an important and growing part of the next generation of leaders and agents of change and growth within the game.

“I hope that, in the coming years, golf looks a lot more like the world, so that the world can behave a bit more like the values and beauty within our game.”

In addition to the TV coverage, Comcast has pledged to stage the events at nationally renowned courses, starting this year at TPC Sawgrass, May 1-5. The Tour will also host the annual PGA WORKS Career Expo on May 2. That event will offer student-athletes a chance to network and learn about internships and jobs in golf, all at the center of one of the nation’s most prominent golf organizations.

Comcast said in a statement that its WORKS partnership is part of a wider initiative to address systemic racism and inequality. This new, multiyear effort will no doubt amplify stories and introduce many new young people to golf – and a future within it.