PGA Tour and Hyundai Announce Two-Year Sponsorship Renewal
The PGA TOUR and Hyundai Motor America announced today a two-year extension of Hyundai's title sponsorship of the exclusive field Hyundai Tournament of Champions in Hawaii, through the 2014-2015 season.
The upcoming Hyundai Tournament of Champions will be held January 3-6 at the Plantation Course in Kapalua, Maui, and will mark the PGA TOUR's resumption in January following a 1-month break of the 2013-2014 tournament schedule.
"We are very pleased to have Hyundai continue as title sponsor of the Tournament of Champions, which has played a distinctive role on the PGA TOUR for more than 60 years by inviting only tournament winners from the previous year," said PGA TOUR Commissioner Tim Finchem. "Hyundai has been very active in promoting the tournament and using it to broaden awareness of its brand and products. We look forward to continuing to work with Hyundai over these next two years to meet its objectives as title sponsor."
"The Hyundai Tournament of Champions is an ideal platform to share Hyundai's premium lineup with golf fans around the world," said Steve Shannon, vice president, Marketing, Hyundai Motor America. "The tournament has continued to grow the past three years with ratings up more than 75 percent in 2013. Not surprisingly, the ratings increase and our involvement with the PGA TOUR has coincided with market share growth of our premium vehicles, Genesis and the flagship Equus. This tournament is a great fit for our brand."
The title sponsorship of the tournament is a pillar of Hyundai's sports marketing strategy, positioning the Hyundai brand in the highest-profile venues, including advertising during the NFL's Super Bowl, a global sponsorship of the FIFA World Cup and an expansive, multi-pronged college football marketing program.
An important aspect of the Hyundai Tournament of Champions is the charitable giving associated with the event. Since 1999, the host organizations of the tournament have distributed more than $4.4 million to the Maui community. During Hyundai's three years as title sponsor, its non-profit organization, Hyundai Hope on Wheels, has also donated $286,000 to the Kapi'olani Medical Center for Women & Children. Last year, for the first time, Hope on Wheels hosted a 5K Run/Walk in conjunction with the tournament, with all proceeds benefiting the hospital. Another run is scheduled for 2014.
The Tournament of Champions was first played in 1953 at Las Vegas' Desert Inn Country Club, and remained there until 1967, when it moved to Stardust Country Club. The "T of C" then moved to La Costa Country Club in Carlsbad, Calif. in 1969, where it remained until moving to Kapalua in 1999.