The Sentry Insurance logo enjoys a prominent spot between the 10th and 13th greens on the Kapalua Plantation Course during the 2018 Champions Tour. Sentry’s new sponsorship extension with the PGA Tour event runs through 2035. Maui News / Photo by MATTHEW THAYER
The PGA Tour and Sentry Insurance, which has served as the title sponsor of the Sentry Tour of Champions since 2018, today announced an extension of the sponsorship through 2035.
The new term extends a 10-year partnership that was announced in January 2020 and makes the deal one of the longest sponsorship deals currently in the tournament.
Kicking off the 2023 portion of the season, the Sentry Tournament of Champions will be held at the Kapalua Plantation Course, Jan. 5-8, and will have a purse of $15 million, up from $8.2 million in 2022.
The 2024 event will lead into the PGA Tour season as the tour returns to a calendar year season.
“Today’s announcement of support through 2035 further reinforces the tremendous efforts that Sentry Insurance has made to enhance this event since 2018.” PGA Tour Commissioner Jay Monahan said in a press release. “The start of the PGA Tour season at the Sentry Tournament of Champions beginning in 2024 will further elevate the event as the golf world will focus squarely on Maui that week. Our thanks to Pete McPartland and his team at Sentry for their partnership, loyalty and trust in the PGA Tour.”
The original deal in 2018 represented the first major sports sponsorship for Sentry, one of the largest business-focused mutual insurance companies in the United States. The company has been involved with golf since 1982 when it built SentryWorld — Wisconsin’s first destination golf facility at its headquarters in Stevens Point — which hosted the 2019 US Girls Junior and will be the site of the 2023 US Senior Open .
“One of the smartest decisions we ever made was to align with the PGA Tour.” Pete McPartland, chairman, president and CEO of Sentry, said in the press release. “It’s been a great relationship – one that’s helped us connect with our customers and other business decision makers who watch and play the game. We’ve created something very special with the Sentry Tournament of Champions, and we’re excited about what the future holds for both the PGA Tour and our event. We will continue to work with the Tour to grow our championship in ways that will benefit the game and the island of Maui, which we consider our second home.”
Since becoming the title sponsor, Sentry has worked to expand its community reach beyond tournament week. The company has established a scholarship program for Maui public high school graduates and has provided support to the Maui United Way for the relief efforts of the COVID-19 pandemic and to help address childhood hunger in Maui County.
Sentry has also spearheaded an initiative linking similar organizations on Maui and in Stevens Point.
“We have tremendous support from the community, fans and The Plantation Course along with an incredible title sponsor that strives to help this event grow each year.” said TOC executive director Max Novena. “We appreciate the great partnership with Sentry and are confident that the best is yet to come. We are excited to serve as the PGA Tour’s opening week event in 2024 when the new calendar year schedule debuts.”
Stephanie Smith, chief brand and marketing officer for Sentry, has been part of the effort since the day the company began its sponsorship here.
“Together, with the PGA Tour, we’ve built tremendous momentum these past five years, and together, we’re committed to making a positive, long-term, year-round impact on the Maui community.” said Smith.