Sentry Insurance signs for 5 more years as title sponsor of Tournament of Champions News, Sports, Jobs

Sentry Insurance’s logo enjoys a prominent position between the 10th and 13th greens on the Kapalua Plantation Course at the 2018 Tournament of Champions. A new sponsorship extension with Sentry’s PGA Tour program runs through 2035. Maui News / Matthew Thayer photo

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

The new term extends the 10-year partnership that was announced in January of 2020 and makes the deal one of the longest sponsorship deals currently on tour.

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 feature a purse of $15 million, up from $8.2 million in 2022.

The 2024 event will lead the PGA Tour season as the tour returns to a calendar-year season.

“Today’s announcement of support through 2035 reinforces the significant efforts Sentry Insurance has made to promote this program since 2018,” PGA Tour Commissioner Jay Monahan said in a news release. “The start of the PGA Tour season at the Sentry Tournament of Champions beginning in 2024 will elevate the event as the golf world is fully focused on Maui that week. Our thanks to Pete McPartland and his team at Sentry for their partnership, loyalty and faith 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 played host to the 2019 US Girls Juniors and will be the site of the US Senior Open in 2023.

“One of the smartest decisions we ever made was to align 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’s helped us connect with our customers and other business decision makers who watch and play the game. We’ve established something very special with the Sentry Tournament of Champions, and we look forward to what the future holds for both the PGA Tour and our event. We will continue to work with the Tour to elevate our championship in ways that benefit the sport 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 created a scholarship program for Maui public high school graduates and has provided support to the Maui United Way for COVID-19 pandemic relief efforts and to help address childhood hunger in Maui County.

Sentry has also led initiatives to connect similar organizations on Maui and Stevens Point.

“We have great support from the community, the fans and an incredible title sponsor along with the Plantation Course that strives to help this event grow every year,” TOC Executive Director 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 PGA Tour’s Opening Week event when the new calendar year schedule debuts in 2024.”

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 have built tremendous momentum over these past five years and, together, we are committed to making a positive, long-term, year-round impact on the Maui community,” Smith said.

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