Sentry Insurance signs on for 5 years as the title sponsor of the Tournament of Champions

The Sentry Insurance sign occupies a prominent position between the 10th and 13th greens on the Kapalua Plantation Course at the 2018 Tournament of Champions. The new Sentry addition is a PGA Tour event that will continue into 2035. Maui News Photo / MATTHEW THAYER

The PGA Tour and Sentry Insurance, which have served as sponsors of the Sentry Tournament of Champions since 2018, announced today an extension of their sponsorship through 2035.

The new term extends the 10-year deal announced in January 2020 and makes the deal one of the longest-running sponsorship deals in the world.

Kicking off the 2023 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 off the PGA Tour season when the tour returns to the calendar season.

“Today’s announcement of support through 2035 reinforces the significant efforts Sentry Insurance has made to promote this event since 2018,” PGA Tour Commissioner Jay Monahan said in a news release. “Starting the PGA Tour season at the Sentry Tournament of Champions starting in 2024 will elevate the event as the golf world will be watching Maui that week. We thank Pete McPartland and his team at Sentry for their cooperation, loyalty and trust in the PGA Tour.”

The initial deal in 2018 represented the first major sports support for Sentry, one of the largest insurance companies focused on the United States. The company has been involved in golf since 1982 when it built SentryWorld – Wisconsin’s first 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 aligning ourselves with the PGA Tour,” Pete McPartland, Sentry’s chairman of the board, president and CEO, said in a news release. “It’s been a great relationship – one that has helped us connect with our customers and the 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 the PGA Tour and our event. We’ll continue to work with the Tour.” to elevate our competition in ways that benefit the sport and the island of Maui, which we consider our second home.”

Since becoming a title sponsor, Sentry has worked to expand community outreach beyond game week. The company has established a scholarship program for Maui high school graduates and is donating to Maui United Way in support of the COVID-19 pandemic and to help fight childhood hunger in Maui County.

Sentry also led a project that coordinated similar organizations in Maui and Stevens Point.

“We have tremendous support from the community, fans and The Plantation Course plus sponsors who strive to make the event grow each year,” TOC CEO Max Novena said. “We appreciate the great partnership with Sentry and are confident that the best is yet to come. We are excited to serve as the opening weekend of the PGA Tour in 2024 when the new calendar begins.”

Stephanie Smith, Sentry’s director of corporate and marketing, has been a part of the effort since the day the company began sponsoring it.

“Together, with the PGA Tour, we’ve built a strong foundation over the past five years, and together, we’re committed to serving the Maui community long-term and year-round,” Smith said.

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