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

The Sentry Insurance logo enjoys a prominent position between the 10th and 13th greens of the Kapalua Plantation course during the 2018 Tournament of Champions. Sentry’s new sponsorship extension with the PGA Tour event extends through 2035. The Maui News / photo by MATTHEW THAYER

The PGA Tour and Sentry Insurance, serving as the title sponsor of the 2018 Sentry Tournament of Champions, today announced an extension of the sponsorship through 2035.

The new term further extends a 10-year partnership that was announced in January 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 kick off the PGA Tour season as the tour returns to a calendar year season.

“Today’s announcement of support to 2035 further reinforces the tremendous efforts Sentry Insurance has made to enhance this event since 2018.” PGA Tour Commissioner Jay Monahan said in a news release. “The launch of the PGA Tour season of the Sentry Tournament of Champions beginning in 2024 will further elevate the event as the golfing world will be fully focused on Maui this week.” We thank Pete McPartland and his team at Sentry for their partnership, loyalty and trust in the PGA Tour.”

The initial 2018 agreement represents 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 in golf since 1982, when it built SentryWorld — Wisconsin’s first destination golf facility at its Stevens Point headquarters — 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 joining the PGA Tour,” Pete McPartland, chairman of the board, president and chief executive officer of Sentry, said in the news release. “It was a great relationship – one that 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 a major sponsor, Sentry has worked to expand community outreach beyond tournament week. The company has established a scholarship program for Maui public high school graduates and has provided support to the United Way of Maui for efforts to alleviate the COVID-19 pandemic and address childhood hunger in Maui County.

Sentry also spearheaded an initiative that connects similar organizations on Maui and in Stevens Point.

“We have tremendous support from the community, the fans and The Plantation Course, coupled with an incredible title sponsor that strives to help this 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 thrilled to serve as the PGA Tour’s weekly event in 2024 when the new calendar year schedule debuts.”

Stephanie Smith, Sentry’s chief brand and marketing officer, has been part of the effort since the day the company began its sponsorship here.

“Together, with the PGA Tour, we have built great momentum over the 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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