TOUR’s winners-only event to be held January 5-8, 2018 at Kapalua Resort, Maui
Sentry has partnered with the PGA TOUR as the title sponsor of the Tournament of Champions event at Kapalua Resort in Hawaii.
“We’re proud to partner with the PGA TOUR to sponsor the Tournament of Champions, held on beautiful Maui,” said Pete McPartland, Sentry Chairman of the Board, President, and CEO. “This tournament and its champions format is the ideal way to more broadly introduce Sentry to the business insurance audience.”
“This provides us two powerful ways to connect with the business audience—the first being the recognition of Sentry as the tournament sponsor during the broadcast of the tournament,” said McPartland. “But beyond that, the synergy with the PGA TOUR throughout the remainder of the year, and at tournaments throughout the United States, allows us to engage with our customers. This is a business audience that overlays perfectly with professional golf.”
Sentry will benefit from title sponsorship in two ways—through brand awareness and opportunities to spend more time with customers, prospects, independent agents, and brokers. Business owners, executives, and those who play a key role in purchasing business insurance and retirement plans are highly connected to golf. They're more likely to play golf, attend PGA TOUR events, watch golf on television, and read about golf.
Awareness of Sentry will make it easier for our direct writers, independent agents, and brokers to initiate a conversation with new prospects. For our Regional business unit expansion, the sponsorship will help introduce us to the customers our independent agents are talking to.
Sentry and golf have been tied together for more than 30 years. Partnering with the PGA TOUR to sponsor an event is a natural next step, given our history with owning and operating SentryWorld—Wisconsin’s first destination golf course, built in 1984.
“We are thrilled to welcome Sentry to the PGA TOUR and become its first major venture into sports sponsorship,” said Brian Oliver, PGA TOUR Senior Vice President of Sponsorship & Partnership. “Sentry is highly respected as a company that is dedicated to its employees, its customers, and embraces the spirit of giving back. So, we view this as a relationship between two organizations that hold common values.”
The Tournament of Champions dates to 1953, when it was introduced in Las Vegas. It moved to California in 1969, before moving to its current home at Kapalua Resort on the island of Maui in 1999.
“This is a timeless venue, one that we are proud of, and the golfers love being among their peers as winners at this tournament, part of a rich history, among a beautiful setting,” said Jay Monahan, PGA TOUR Commissioner. “And Sentry brings forth great enthusiasm for the sponsorship, and understanding the opportunity to reach the business insurance audience at Kapalua, along with other PGA TOUR events throughout the year.”
As might be expected with a winners-only format, the Sentry Tournament of Champions has a rich history, from World Golf Hall of Fame members like Arnold Palmer, Jack Nicklaus, and Gary Player to modern-day stars, as represented by just the past five winners:
- 2017 – Justin Thomas – a four-time winner this season, including last Sunday’s PGA Championship
- 2016 – Jordan Spieth
- 2015 – Patrick Reid
- 2014 – Zach Johnson
- 2013 – Dustin Johnson
The newly named Sentry Tournament of Champions will maintain its traditional spot as the first tournament in January after the TOUR’s holiday break. You can watch the Sentry Tournament of Champions January 4-7, 2018. The tournament is broadcast on The Golf Channel all four days, and has typically been picked up by NBC on Saturday and Sunday.