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PGA Tour signs new title sponsor for Tournament of Champions

Business-focused mutual insurance company Sentry has been named as the new title sponsor of PGA Tour golf event the Tournament of Champions.

The five-year agreement begins with the January edition of the event and runs through to 2022. The event will now be known as the Sentry Tournament of Champions.

The deal marks Sentry’s first major sports sponsorship, although the company has been involved in golf since 1984 when it built SentryWorld, Wisconsin’s first destination golf course.

Pete McPartland, Sentry chairman of the board, president and chief executive, said: “This tournament and its champions format is the ideal way to more broadly introduce Sentry to the business insurance audience.”

The Tournament of Champions marks the first PGA Tour event of the calendar year and takes place at Kapalua Resort in Hawaii. The event is only open to players that won on the PGA Tour during the previous calendar year. Justin Thomas (pictured) is the defending champion.

South Korean broadcaster SBS had served as the title sponsor, but had been seeking for someone to replace it before its contract expired at the end of 2019.