Kentucky-based health insurance provider Humana is ending its sponsorship of the Humana Challenge men’s golf tournament in La Quinta effective 2015 — four years ahead of what had been expected to be an 8- year deal, it was announced Monday.
The 2014 Humana Challenge rounds have begun! @garyplayer took the first tee shot to begin the first round of play! pic.twitter.com/gZAwHJ2Ewh
— Humana Challenge (@HumanaChallenge) January 16, 2014
Nonetheless, “the future of the tournament is secure and the PGA Tour is confident that a sponsor will be found to replace Humana,” the PGA Tour said in a statement released at its headquarters in Pointe Vedra Beach, Florida.
A search for a replacement sponsor is already underway, the statement said, adding that Desert Classic Charities, the nonprofit that operates the tournament, has begun discussions with a number of prospects, as has the tournament’s other sponsor, the Clinton Foundation.
“Humana has been a wonderful sponsor that has worked diligently to maintain and elevate this tournament through a focus on health and well-being, while continuing to have a positive economic and charitable impact on the Coachella Valley,” said PGA Tour Commissioner Tim Finchem.
Humana, the Clinton Foundation and the PGA stepped in in 2012 and are credited with keeping alive what had been the Bob Hope Classic.
Now, “Humana’s business is changing rapidly,” said Tom Noland, Humana’s senior vice president of corporate communications. “As we continue to shift toward a direct-to-consumer focus, we have to align our marketing and sponsorship commitments to areas that are the best fit for our business.”
— City News Service