The PGA Tour and Sentry Insurance, which has served as title sponsor of the Sentry Tournament of Champions since 2018, announced today a sponsorship extension through 2035.

The new term further extends a 10-year partnership that was announced in January of 2020 and makes the deal one of the longest sponsorship agreements 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 off the PGA Tour season as the tour transitions back to a calendar-year season.

“Today’s announcement of support through 2035 further solidifies the tremendous efforts Sentry Insurance has made in enhancing this event since 2018,” PGA Tour Commissioner Jay Monahan said in a news release. “Kicking off the PGA Tour season at the Sentry Tournament of Champions starting in 2024 will further elevate the event as the world of golf will be squarely focused 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 agreement 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 U.S. Girls Junior and will be the site of the U.S. Senior Open in 2023.

“One of the smartest decisions we’ve ever made was to align ourselves with the PGA Tour,” Pete McPartland, Sentry’s chairman of the board, president and CEO, said in the news release. “It’s been a great relationship — one that has helped us connect with our customers and other business decision makers who watch and play the game. We have established 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’ll continue to work with the Tour on elevating our championship in ways that will benefit the game and the island of Maui, which we consider our second home.”

Since becoming title sponsor, Sentry has worked to extend its community outreach beyond tournament week. The company has created a scholarship program for graduates of Maui public high schools and 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 spearheaded an initiative that connects similar organizations on Maui and in Stevens Point.

“We have tremendous support from the community, fans and The Plantation Course coupled with an incredible title sponsor 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 the best is yet to come. We’re 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 from the day the company started its sponsorship here.

“Together, with the PGA Tour, we’ve built great momentum these past five years and, together, we’re committed to making a positive, long-term and year-round impact on the Maui community,” Smith said.